ISLAMABAD/ LAHORE/ KARACHI:
With designer lawn having been overdone with every other brand jumping on the bandwagon, collaborations between designers and textile giants for lawn manufacturing are slowly making a comeback. There’s no gainsaying that reviving the dwindling lawn frenzy will be no easy feat, but here are our picks of the collections, which could be game-changers in the market this year.
Making their way in the market on March 2, Faraz Manan’s collaboration with Crescent Lawn comprises 18 designs, which have been shot in Goa with their muse Kareena Kapoor once again. Manan finds inspiration through travel and lifestyle and, this year, Shanghai and Florence have influenced his collection. “It is definitely an extension of my aesthetics but with more learning and experience through work, travel and lifestyle,” says Manan.
The collection features lace and floral patterns along with mandarin and geometric designs with shades of purple and lighter tones, such as powder-pink, ice-blue and cream. Of the status of lawn in the market, Manan states, “We are keeping it alive rather than reviving it. There is still a huge and promising market for lawn and our clientele is rapidly increasing and growing further.” He adds, “One has to keep wearability and aesthetics in mind for it to go with different age brackets, occasions and time of the day.” All the pieces in the collection are priced at Rs6,350.
Available for purchase from March 6, HSY and Ittehad Textiles’ spring/summer collection exudes regality. With Mehreen Syed as the face of the campaign, shot by Ather Shahzad in Dubai, HSY revels in what he feels was a dream project. “The shoot location, background and photography concept are testament to the campaign’s source of inspiration, which is luxury and opulence,” he says. For the collection, HSY’s draws inspiration from diverse cross-cultural influences, playing with vibrant and elegant aesthetics and extending the brand’s signature ethos.
The lawn trend may be in a precarious spot, but HSY remains unfettered. “We have treated lawn just like we design any other collection. There is a practicality aspect when designing lawn, but our creativity never goes out of the window.” His pieces are priced between Rs3,000 and Rs6,500.
Available for grabs sometime between March 20 and March 25, Sobia Nazir’s lawn collection will be offering designs that are a unique blend of floral, geometric and vintage patterns coupled with embroidery, which adds finesse to the fabric. The colour palette is fresh and summery, in line with the vibrance of the summer season.
“My target audience is generally the masses. Our aim is to cater to them, so the prices will be set accordingly,” says Nazir, adding that the colour palette is well-balanced to ensure that the lawn can be worn by women of any age-group and profession. “Balance is important, be it the colour or embroidery, everything should look beautiful and come together in harmony.”
Nazir maintains that the trend of lawn can never fade out. “This time around, I focused on two important factors, which can help keep up the trend. Firstly, the price range is affordable for almost everyone. Secondly, we have ensured that we offer clients something new,” she says. The prices of the pieces will be expectedly set between Rs6,000 and Rs6,500.
Having been launched in stores since February 28, Gul Ahmed’s spring/summer 2015 collection features statement-making designs, with electrifying hues and dynamic detailing. The brand’s director, Ziad Bashir, reveals the prototype of their latest collection. “Every year, Gul Ahmed creates a variety of designs to cater to women of all age brackets.”
With the lawn trend declining with each passing year, the label has a strategy in place to keep the audiences riveted towards lawn. “Gul Ahmed doesn’t force, but creates and gives buyers a diverse range to choose from,” shares Bashir.
The collection has been divided into ‘Premium’ and ‘Essentials’, consisting of 100 per cent pure silk dupattas with embroidered shirts, jacquard lace and Swiss voile-embroidered shirts. With their chikankari collection, the brand has introduced a range of chiffon and silk dupattas. Prices for the collection range from Rs2,700 to Rs7,000.
Farah Talib Aziz for Lakhany Silk Mills
Named the ‘Garden of Grace’, Farah Talib Aziz will be launching her debut lawn collection by the first week of April. “We have spent unimaginable time and effort to translate the Farah Talib Aziz brand aesthetic into the collection. Our signature look will be teamed with exclusive designs and silhouettes,” says Aziz. Drawing inspiration from classic European and French country floral patterns, the collection is a memento of vintage Parisian glamour.
“Our collection strikes a balance between being weather-appropriate and transparent. We have also designed our silk dupattas in a way that they can be used separately as scarves,” she adds. Defining her vocation approach, she says, “My work ethic is based on hard work, faith in my products and high quality standards rather than dwelling on the intimidation of growing competition.” Preview for the collection is not available, but the prices will range from Rs4,000 to Rs6,000.
Published in The Express Tribune, March 5th, 2015.
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