Reviving the lustre of lawn

Fusamm Lawn collaborates with D L Nash to launch first collection with minimalist designs

KARACHI:

With one brand hitting the market after another, it’s often a challenge for designer lawn-thusiasts to determine what label and design will get them their money’s worth. Some designers, however, have made the choice of offering a limited number of designs, ensuring exclusivity and an affordable price range.

One such brand is Fusamm Lawn by mother-daughter duo Sharmeen and Urmia Abbas. With hopes to revamp the fabric, budding company Fusamm collaborated with bedlinen manufacturer D L Nash to launch their first-ever lawn collection at Dolmen Mall Clifton on Friday evening.

The collection offers nine designs boasting geometric patterns and vibrant hues. With digitally-printed birds, fishes and horses, the line is earthy and minimal. Perhaps a unique feature of the collection is that it keeps away from embellishments, such as embroidery and lace-work, making it suitable for a hot summer day when less is always more. Sharmeen said she wanted to diverge from the prevailing trend of embellished designs and opted for a minimalist approach to her collection. “It’s time we move away from those add-ons. That has been going on for a while.”

Sharmeen and Urmia Abbas

About why she and her daughter took up the project, Sharmeen said, “My daughter wanted to bring a change in the lawn market so we decided to launch Fusamm.” She added, “We wanted to design something the woman of today can feel comfortable in. She should feel at ease while looking both trendy and elegant. It’s something we would personally want to wear.



“We have launched a limited lawn collection,” said Farhat Abbas, Sharmeen’s husband. Of the vision the designer duo had for the collection, he added, “They wanted to break free from the norms of the current lawn market, so they’ve taken a completely out-of-the-box approach [to their designs].” While the two-piece lawn suits are priced at Rs2,000, three-pieces are worth Rs2,700, and shirt pieces, for Rs1,700.

The duo said that the sale began at 10:45 in the morning and went on to see a massive crowd of women buying the lawn pieces. One of the designs was sold-out within hours. On whether the duo sees lawn as a lucrative business or not, designer Urmia Abbas said, “No, this is a competitive business. Keeping the hot climate of the country in mind, we designed something especially for this season.” She elaborated, “Pakistan produces the best cotton fibre and we should make good use of it for the summer season.”



Shabir Ahmed, chief executive of D L Nash, feels elated at the initiation of the venture. The company, which has only been manufacturing bedlinen products and exporting them to Europe, mainly France, has now broadened its horizons. “I also plan on exporting the lawn to Europe this summer,” he shared. On why he opted to collaborate for lawn, he said, “The lawn craze has been going on for the past two years, so we really wanted to bring something different to the market.” Shabir revealed that each design is available in three colourways and that the team aims at bringing out collections for Eid and the winter. “Although we have offered limited designs, there is already massive demand for our collection.”

Jewellery designer Sherezad Rahimtoola, who attended the event, said about the collection, “It’s interesting and different from what we see in the regular lawn market. Also, the fabric that has been used is very good.” Customer Ismet Khawaja found the designs diverse and endearing. Abida Jaan, another customer, said she loved the colour combinations and Mona Leghari found the price reasonable as compared to mainstream lawn suits. Zara Rehman, who was among those present at the launch and bought two suits, said, “Stunning collection and it’s also cost-effective.”

Published in The Express Tribune, May 10^th, 2015.

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