One of the oldest names in fashion industry Lala textiles is all set to launch its first collaborative platform in partnership with Sonya Battla - the first designer in their roster for many more. “We have worked with various designers before but never brought it to the limelight. This time we wanted to develop something more meaningful, as opposed to a one off lawn collection collaboration which has been the industry format,” Pervez Lala, the CEO of Lala textiles, elaborates on the brands designer preference.
They are planning to launch an entire Signature Series about which Pervez optimistically says, “It is an exciting step in a new direction for us, as we build our brand associations.We are looking forward to working with a plethora of talent in Pakistan over the years to introduce a new aesthetic and vision in a structured format whilst innovating within our industry.” The textile company wants to build key company pillars and innovate within the industry. The one-off seasonal lawn collaboration format is therefore not something they want to champion as a pillar and instead, are looking towards building an entire collaborative brand with the Signature Series. That is why more sets of collaboration will follow as they find more inspirational designers. Once this platform is in full swing, he hopes that it will give their patrons excellent quality paired with high fashion aesthetic.
Battla’s designs are known to be minimalist and adamant in maintaining quality. From her flagship store in Zamzama, Karachi, to the newly launched Kaju, Battla is no stranger to retail. “We are very fortunate to team up with the design talent and retail force that is Sonya Battla to create the first ever series under this platform,” says Pervez Lala. “Her work has an unmistakable signature, grace and elegance and with the Lala Signature Series-Sonya Battla collaboration, we are delighted to bring her design vision to our retail sensibility,” he adds.
Battla on the other hand believed that the lawn available in the market looks very similar so it was a conscious decision to design something unique for the 2015 collection. Lala added that the law and order situation in Pakistan affected them but they won’t let that hold them back. “We are committed to creating global brand accessibility where our product has relevance. In India alone, we have taken part in multiple showcases and exhibitions throughout 2014,” marks Lala. They have also been socially active collaborating with Samarpan Foundation, a non-profit charitable trust that supports orphaned girls.
The images feature Lala’s 2014 collection and not Sonya Battla’s signature series. PHOTOS: ATHAR SHAHZAD
With the new partnership, the duo aims to revitalise the brand so it stands out amongst the hordes of lawn collections that grace Pakistani markets every summer. Furthermore, Pervez is confident of Battla’s design, saying, “She has a distinct vision that has its own defined identity.” Their S/S ’15 collection priced at 3500 to 4500 will be retailing this March 2015.
Published in The Express Tribune, February 21st, 2015.
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