Leading Fashion Designer Khadijah Shah launched Élan Lawn in Lahore!

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Khadijah Shah

[Lahore: 14 March 2013] As first announced earlier in February 2013, one of Pakistan’s leading luxury fashion brands Élan, launched their Spring/Summer collection this season, Élan Lawn, in collaboration with one of Pakistan’s premier textile houses, Hussain Mills Limited. To this end their Lahore exhibition took place at Mall1 in Gulberg on the 13th of March 2013.

The exhibition was attended by a diversity of personalities including Mian Hussain Ahmed Fazal, Director Hussain Mills Limited, models Cybil, Nadia Ali, Zara Peerzada and Nooray Bhatti who were all sporting Élan Lawn ensembles. The event was managed by J&S Events with Public Relations by Lotus.

For Élan Lawn, designer Khadijah Shah’s inspiration comes from a diversity of local and international influences with an underlying theme based in the dominant use of bright bold colors and an abundance of intermixing patterns. With Bollywood actress Nargis Fakhri as the exclusive brand ambassador, Élan Lawn endeavours to introduce unique trends such as print upon print, with the dupatta, shirt and bottom all bearing different patterns. The collection also offers a variety of panels and borders which can be put together according to each consumer’s individual aesthetic sense. The prints are based on floral, geometric, oriental, Turkic and Indian motifs making the collection abundantly versatile and offering something for everyone. Additionally, each print is paired with Élan’s signature embroidered and printed satin panels.

On the launch of Élan Lawn S/S 2013, Fashion Designer Khadijah Shah has said, Last year’s debut into lawn was fantastic for Élan. It was 2012’s sell out response that prompted us to go bigger this year with a new textile collaborator, more prints and diversity.”

Élan Lawn S/S 2013 comes in fifteen designs in two color ways each with a color palette on trend for the season, showcasing a variety of hues such as lush greens and blues, berry pinks and sunshine yellows.

Following Lahore, the collection will be exhibited on the 14th of March in Karachi at The Palm and the 16th and 17th March at The Ramada in Multan. Post exhibitions the prints will become available nationwide at all leading stores and at the PFDC store in New Delhi. Élan Lawn will also be available at various retailers across Pakistan, India, UAE, UK and Saudia Arabia.

About Elan:

Élan is a fashion label launched eight years ago by Khadijah Shah. She is respected for her combination of intricate embellishments, flattering silhouettes and attention to detail in the construction of each outfit. Indeed each collection is conceived with glamour, elegance and versatility in mind. Khadijah Shah inherited her design aesthetic from her mother Aneela Shah, who had a small atelier and a loyal clientele for many years before Élan was formerly launched. In a short span of six years, Khadijah has formalised and expanded the label and created an effective and influential place for Élan in the fashion industry. In March 2012, Khadijah Shah launched her debut Lawn collection in collaboration with Kamal Limited, Kamal Lawn by Elan to much acclaim and she also participated in the PFDC Sunsilk Fashion Week 2012 with her collection ‘Flights of Fantasy’. This 2013, Élan is set to introduce their Spring/Summer collection Élan Lawn, in collaboration with one of Pakistan’s premier textile houses, Hussain Mills Limited.

About Hussain Mills Limited:

The Hussain Group is one of Pakistan’s leading textile enterprises, with more than 25 years of expertise in yarn development, spinning, weaving and now in fashionwear aswell. With 1 weaving unit and 5 spinning units located in diverse areas of Pakistan, the Textile Group has achieved resounding success in the local market as well as abroad in Europe and countries such as United States, Hong Kong, Korea, China and Taiwan. With more than 4,000 workers under its employ, Hussain Mills is a business concern which believes in industry leadership through professional, ethical and sustainable business operations. Hussain Mills is one of Pakistan’s leading manufacturers of organic cotton yarn, generating in excess of 800,000 kilogrammes per month through its production facilities. Hussain Mills Ltd. has been awarded the Uster Certificate and the right to use Usterized trademark by Uster Technologies A. G, Switzerland and is the 5th textile mill in Pakistan with the right to use this prominent trademark. This 2013, Hussain Mills Limited collaborates with leading Fashion Designer Khadijah Shah for a Spring/Summer 2013 collection, Élan Lawn set to launch across 5 countries.

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