ChenOne announces new Mid Summer Collection for Premier Lawn Brand Pareesa

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ChenOne

[Lahore: 2nd July 2013] ChenOne, the leading lifestyle retail store chain, announced the launch of the Mid-Summer collection of their leading lawn brand Pareesa. The new collection features 15 new designs and is currently available in all ChenOne outlets nationwide.

The new Pareesa Mid-Summer collection features 15 new designs in a diverse palette of colours featuring shades such as emerald (the colour of the year) deep lavender, saffron, earth red with a variety of pastels and hues. 5 designs are in a single colour theme with 6 designs available in 2 diverse colourways. The collection also features single piece shirts which can be worn in combination with other clothing and 9 designs which are available in 3 piece suits. Outfits from the new collection are currently available in attractive price points ranging from PKR 2,799 to PKR 2,999 making the outfits an ideal option for early Eid shoppers. Currently available in unstitched variations options only, stitched versions of the outfits featuring detailed embroidery will soon be available in early July 2013.

Speaking about the new Mid-Summer Pareesa Lawn Collection 2013, fashion designer Sahar Atif said, “The new Mid-Summer Collection consists of subtle patterns that project an ethnic feel which truly encapsulate the essence of summer. We have taken the Pareesa brand into new territory by opting for a more traditional and cultural style, which is a change from Pareesa’s otherwise contemporary design mantra. Our new range of prints are elusive, feminine and timeless in nature. We hope that our discerning consumers will find the new collection to their liking!”

The Pareesa Lawn Collection 2013 designed by Sahar Atif is the brand’s contemporary take on the classic summer fabric and features an ethnic line of prints employing sub-continental embroideries and motifs. The launch of the brand’s new Mid-Summer collection follows its recent participation in the Voile segment of the 6th PFDC Sunsilk Fashion Week 2013.

For more information about Pareesa please visit the brand’s official Facebook fan page:

https://www.facebook.com/ChenOnePareesa

About ChenOne:

ChenOne is a first-of-its-kind retail chain of clothing, home textiles, furniture and luxury products. In 1997, the first outlet of this pioneering chain of stores was launched in Islamabad, whose marked success prompted further expansion of the chain to the country’s metropolitan cities and other diverse areas such as Rahim Yar Khan, Abbottabad, Bahawalpur and Sahiwal, with future plans of retailing in Hyderabad and Quetta as well. Now a household name, in addition to its mainstream stores, the retail chain has display outlets located in different 5 star hotels in Faisalabad, Islamabad and Bhurban. The retail brand currently has a total of 20 retail and display outlets in Pakistan and anticipates strong growth driving the total number of ChenOne stores from 17 to 25 by 2015. The brand also enjoys international presence through 4 stores in the UAE and 2 stores in the Kingdom of Saudi Arabia.

Pareesa, is ChenOne’s premier lawn brand and has come to embody style, elegance and accessible fashion for the modern Pakistani woman. Indeed the Pareesa Lawn Collection 2013 is ChenOne’s contemporary take on the classic summer fabric and marks the second consecutive collection where distinguished fashion designer and entrepreneur Sahar Atif has lent her design skills, bringing her high fashion aesthetic to a mass audience. The collection comprises of 50 unique designs of which 30 have already been launched and are available at all ChenOne stores, with remaining designs scheduled for later release. The collection employs a unique cutwork technique crafted by female artisans indigenous to the rural Punjab, who have been empowered and provided sustainable livelihoods as a part of the group’s societal responsibility. The collection features custom prints and utilises experimental dying techniques, rare in commercial lawn production.

A vertically integrated textile enterprise, the Chenab group has functional expertise in the complete textile value chain ranging from spinning, weaving, processing to stitching and retailing; a lifestyle retail chain ChenOne  outlet. In 2012, and in a bid to further diversify their brand portfolio, the group also launched a gourmet cuisine restaurant under the name of La Atrium.  A socially responsible brand, the group also initiated the ChenOne Foundation in 2010 as part of its growing commitment to aiding Pakistan’s underprivileged.

For more information, please about the group, brand and collection please visit the Facebook fan page or the official website of ChenOne:

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