As first announced in January 2012, premier home textiles exporters, Kamal Limited is set to launch their first local initiative with a lawn collection for 2012 in collaboration with fashion designer Khadijah Shah of Elan. The launch of Kamal Lawn by Elan is scheduled to take place on 13 March 2012 at PFDC, Mall One on the Main Boulevard in Lahore, as managed by QYT Events. At the event, models will be displaying the different ways in which to stitch Kamal Lawn by Élan live at the event. The Lahore exhibition will continue till 15 March at the selected venue. Kamal Lawn by Elan is also being exhibited in Karachi and Faisalabad on 14 March and Islamabad on 15 March; at Imperial Garden in Karachi, Dynasty in Faisalabad and Kapas in Islamabad. After these one-day exhibitions across the four cities, the exclusive lawn collection will be available at major retailers such as Saleem Fabrics in Lahore, all three outlets of Portia Fabrics in Karachi (Clifton, Bahadurabad and Hyderi), Kapas in Islamabad and Shaukat Fabrics in Faisalabad.
Model and actress Aamina Sheikh is the exclusive brand ambassador for Kamal Lawn by Elan, lending her style and grace to a brand that encompasses the same values. Indeed, Kamal Limited is known for state of the art quality in cloth and printing, and attention to detail in design, where Élan brings in its signature aesthetic that is manifest in its elegant prêt and couture wear. Kamal Lawn by Élan will offer a diversity of design options with fabric uniquely printed to allow for multiple stitching options through the print – a customised design kit will also accompany each print with requisite borders, laces and embroideries. The lawn collection comprises of 15 designs in total, each in two-colour variations, drawing inspiration from Sub-continental, Central Asian, Oriental and European aesthetics. Kamal Lawn by Elan will include a wide array of designs in various geometric and floral patterns with the diversity of both vibrant and pastel-based colour palettes.
Speaking about the quality of Kamal Lawn by Elan, Erum Ahmed, Director, Kamal Limited said: “At Kamal, we have all the processes in-house, right from yarn production till the final finished product, and that helps us maintain the highest standards of quality, unparalleled to what is available in the market.”
Khadijah Shah of Élan said, “Lawn is a diffusion line for Pakistani designers. It is the most viable way of connecting with the mass market and offering everyone a chance to buy into your brand without compromising on your quality or design. Apart from the distinctive Élan aesthetic, I feel this lawn collection is extremely high quality and each design comes with ample fabric for people to design their outfits without constraint. There is so much one can do with lawn and in the years to come, I would like to innovate more on the lawn front.”
Aamina Sheikh, Brand Ambassador for Kamal Lawn by Élan also shared her views about this collaboration and said, “I am delighted to be endorsing Kamal Lawn by Élan exclusively this season – it always serves as a personal and professional boost to endorse brands that are in alignment with one’s own philosophy, that being quality and substance – as both hold supreme importance. In my interaction with the Kamal Lawn team, I felt their creative drive and I believe they have what it takes to be in this business for the long haul, providing the best while keeping functionality and artistic projections in their designs which are very apt for our market. Once I experienced their outfits first hand, I knew it was an excellent decision and am proud to be representing them!”
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For more images and information, please visit Kamal Lawn By Elan
Lahore Launch Event:
Date: 13 March 2012
Time: 6pm-8pm
Venue: PFDC, Mall One, Main Boulevard, Lahore
Ongoing Exhibitions:
Lahore:
Date: 13, 14 and 15 March 2012
Venue: PFDC, Mall One, Main Boulevard
Karachi:
Date: 14 March 2012
Venue: Imperial Garden, Clifton
Islamabad:
Date: 15 March 2012
Venue: Kapas, F-10 Markaz
Faisalabad:
Date: 14 March 2012
Venue: Dynasty
Shoot Credits:
Model: Kamal Lawn by Elan Brand Ambassador Aamina Sheikh
Designer: Khadijah Shah
Photography and styling: Guddu & Shani
Hair and makeup: Akif
