Contemporary illustrations on digital prints

Designer Nida Khurram showcases Swiss lawn collection at fashion Pakistan Lounge

KARACHI: Digital prints are on their way to becoming the next big thing in the local fashion landscape. Continuing the trend, designer Nida Khurram incorporated contemporary illustrations and motifs in her Swiss Lawn prints collection that was showcased on Saturday at Fashion Pakistan Lounge (FPL), Dolmen Mall Clifton, Karachi. The exhibition will continue until the stock lasts. “I’ve been really inspired by fashion illustrations of London, Milan and NYC based artists. Their work has motivated me to bring the collection forward through digital prints,” Nida shared her design inspirations with The Express Tribune.

This digital prints collection consisted of two-piece suits comprising of a shirt for Rs4,500 and Rs6,000, including dupatta. Among which seven prints are based on a palette of blue, pink and yellow, giving a summery vibe. Overall, digital printing is a relatively new trend in the market but Nida is quite positive about its future. “People are stuck with lawn, forever, now.” And this collection has made her realise that this could be “a very, very profitable venture.”

With Pret being her forte, the designer began her career in 2009. Prior to her exhibit at FPL, the pre-booking exhibition, according to her was “phenomenal”.  Mostly designing Western collections; she became an out-sourcing designer for Ensemble-One and experimented with Eastern tops, later in 2010. Previously associated with Asian Institute of Fashion Design, she said that teaching took away all of her time and she couldn’t pay much attention to her brand. She can focus more on her brand now.

Nida will also be designing kurtas, jackets and skirts in the future. For now she is going to stress more on pret and digital prints, with her available at Ellemint store and FPL. Later this year, Nida plans to foray into formal wear and two years down the road she hopes on to becoming a bridal couturier as well.

Published in The Express Tribune, June 2^nd,  2015.

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