Khadijah Shah of Élan celebrated the success of her critically acclaimed spring/summer voile collection, Élan Lawn, in Lahore. Launched in collaboration with one of Pakistan’s leading manufacturers of high quality textile products, the Sapphire Group, the collection was launched on 19th March 2016 in over 25 cities across Pakistan and internationally through the brand’s e-store, www.elan.pk.
Speaking about Élan Lawn 2016, designer Khadijah Shah has said;
“There is a common misconception that Lawn is boring. I don’t think that at all. As a designer, Lawn is where all the action really lies. It’s what most Pakistani women wear in the summer, as it’s the only breathable garment in our sweltering heat. To conceive, implement and execute a truly fashionable look in a weightless fabric, and versatile form, is an arduous task for even the most gifted designers. The challenge of making it better each year is what my team and I thrive upon. This year’s lawn is unlike any other lawn we have ever made. I am truly proud to bring to you our S/S 2016 collection and hope that you will enjoy wearing it just as much.”
The Marrakech themed evening, inspired by the campaign shoot location itself, featured a live Jazz band with unique thematic installations as conceptualized by Shazreh Khalid of Z&S Events who also managed the event.
Available in 15 distinct designs, each in 2 colour-ways, for Élan Lawn 2016, Khadijah Shah has engaged a unique approach to design development, introducing meticulous detailing not typically found in conventional lawn prints. Each print has been artistically conceptualized and designed with diverse elements coming together to form complete compositions. Shah has mixed vivacious prints with traditional embroideries and taken inspiration from countless exciting places, objects and textures. The colors are vibrant, the compositions are imaginative, yet the form remains as wearable as ever. It’s luxe enough to translate easily from day-time dressing to night-time; it all depends on the individual’s personal style. With the campaign concept, creative direction and editing by NFK photography, the shoot features international model Nidhi Sunil as the face of Élan Lawn 2016 with make-up by Omayr Waqar and styling by Maha Burney, Meher Bano Qureshi and Mahnum Kabir.
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