Bollywood actor Jacqueline Fernandez is the face of Zainab Chottani’s LSM lawn collection. PHOTO: PUBLICITY
KARACHI:
The colour tones that dominate Zainab Chottani’s design palette aren’t just summery but also uber feminine. With pale grey, blush and crimson treated to black and cobalt flora patterns, the designer, in collaboration with Lakhany Silk Mills (LSM), has launched her latest collection of the trending fabric, lawn.
This isn’t the first time the designer has ventured into lawn. “For the past two years, I’ve been keeping busy designing lawn for Shariq Textiles. However, this is my first time with LSM,” says Chottani. On making the switch to LSM, she cites two reasons, “For me, quality matters the most, right after designing. The fabric that LSM is offering was of high quality, as they’ve been in the business since 1952.”
With 12 distinct lawn designs featured in her collection, Chottani has divided her collection into three categories. The first part caters to middle-aged women, the second, to teenagers and those in their 20s, and the third category primarily comprises evening-wear.
Jacqueline Fernandez is the face of Zainab Chottani’s LSM lawn collection. As to why they opted for the Bollywood actor to represent their designs, Raheel Lakhany, brand manager for LSM, says, “Jacqueline Fernandes has a global reach and that’s why we selected her.” The commercial shoot for the lawn prints took place in Thailand.
Chottani, who is well-known for making bridal-wear, took a detour by adding lawn to her portfolio. Discussing the diversity of her works, ranging from bridal couture to designing on a mass scale, she says, “I didn’t face any difficulty when it comes to designing. I always look at the commercial aspect of it.” if her design aesthetic, she shared, “I believe women should look beautiful and feminine. That’s what it all comes down to.”
This year, Chottani will keep busy with bridals along with designing lawn. The designer plans on bringing forward two varied bridal collections and, for LSM, she will launch an exclusive lawn collection for Eid. Drawing a contrast between bridal-wear and lawn, Chottani explained, “Lawn is meant for the masses and is more of street-wear. My bridals, on the other hand, are a whole different story. My brides want to be completely dolled up. So, it’s simple versus being completely dolled up.”
She commented on the dire need to evolve with time. “It’s absolutely necessary for a designer to evolve. After every six months, people get bored of repeatedly featured designs. So, a designer needs to evolve.” Delving into the shortcomings of the new breed of designers, Chottani asserts, “The younger lot of designers don’t want to project their signature lines, which is wrong. One is known for their signature base, after all.”
Published in The Express Tribune, March 26th, 2015.
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