WARDHA SALEEM LAWN S/S2014 BY SHARIQ

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A textile design graduate from the prestigious Indus Valley School of Art and Architecture, Wardha Saleem is in sync with her passion to create and experiment. Wardha Saleem’s creations speak volumes of her deep understanding of textile, fashion, art and crafts.
By blending traditional and indigenous handicraft methods, contemporary cuts and designs using kitsch colors, Wardha is well known to create the ultimate taste of fusion. Today, her eponymous brand is known for brilliance in print and design. Wardha Saleem ventured into the lawn business in 2011 and that earned her a Lux Style Award nomination in the Best Lawn Brand category.
After launching two successful lawn collections, Wardha Saleem is back this year with her exclusive SPRING/SUMMER 2014 Lawn Collection launching before EID in association with Shariq Textiles.
“2013 was a great year for Wardha Saleem Lawn in association with Shariq Textiles. I am very excited to partner with Shariq Textiles again for my Spring/Summer2014 lawn collection. This collection is close to my heart as I have taken inspiration from different cultures of Pakistan. I had a great time working on the prints. This year, we have added lots of silk panels, separate prints for front and back, accessories, intricate embroideries and laces to all the outfits, giving consumers the freedom to play by mixing and customizing each lawn outfit according to their desire. We hope that customers will enjoy the experience of wearing our brand and will appreciate this collection the same way they did with our 2013 collection.”
WARDHA SALEEM – DESIGNER

PRODUCT
Wardha Saleem Lawn – SPRING SUMMER 2014 BY SHARIQ

This year’s lawn collection is the coming together of a distinctive idea to create a symphonic fusion between the past and the present, the traditional and the contemporary, using a vibrant color palette in Wardha Saleem’s signature style.
These designs are created for the woman of today who desires to make a statement wherever she goes. Be it the annual tradition of celebrating Eid or just heading out for an evening GT or going for a business meeting, Wardha Saleem Lawn 2014 represents femininity, elegance and versatility.
Wardha Saleem Lawn Spring/Summer 2014 by Shariq presents a wide array of quirky and traditional prints inspired by the diverse flavors our culture has to offer. Infusing unconventional embroideries and a vibrant color palette in the designer’s signature style, Wardha Saleem lawn prints depict true love for Pakistan.

DESIGNS AND INSPIRATIONS:
The Wardha Saleem Lawn Eid collection 2014 comprises of 9 exclusive designs consisting of traditional, contemporary and fusion prints, each having two color variations making it a collection of 18 prints in total. Each outfit comes with a variety of accessories (lace, embroidery panels, silk panels, print options, etc.) that give freedom to the consumers to mix and customize their outfit according to their preference.

DOODLE JUNCTION (PEACOCK FEATHERS)
Hot off the ramp, this design comes from Wardha Saleem’s Fashion Week collection titled ‘Doodle Junction’. With hand drawings by the designer herself, this unique print is inspired by Peacock.

BRIGHT BLOSSOM
Inspired by the blossom tree, this print consists of birds, roses and blossom embroidery in bright hues.

KUCHO CHUNRI
Inspired by the popular chunri design and motif of Kuch, this design is given a contemporary twist with unconventional embroidered panel and fresh color palette.

DOODLE JUNCTION (SCALLOP TREE)
This design incorporates a scallop tree from the fantasy world of Wardha Saleem’s popular ‘Doodle Junction’.

POPPY OPULENCE
Incorporating the gorgeous Poppy flower from the Mughal era into a sophisticated print using pastel colors, this design comes with detailed gold embroidered poppy motifs and a broche accessory for added elegance.

SHIFFLY VASE
Using Shiffly embroidery technique to create an elegant and statement design, this print encapsulates brilliance in technique and color.

PERSIAN PASTEL
This design takes inspiration from the Persian Sozani and central Asian Ikat motifs.

PSYCHEDELIC 60’s
A fun and contemporary design incorporating geometric patterns, lines and motifs, which will take you back to the psychedelic era of the 60s.

LOTUS LOVE
Inspired by the fine era of Buddhism art, this design depicts the designer’s love for the Lotus flower.

FACE
After having Aaminah Sheikh for 2011 Lawn and Sanam Saeed in 2013, this year we bring Sanam Saeed back as the face for WARDHA SALEEM LAWN 2014. The winner of the ‘Best Actress award’ at the recently held 2nd Hum Awards, Sanam Saeed’s popularity has grown over the years as a model, singer and actress. Her personality is young, sophisticated and she truly reflects the women of today. These qualities make her relevant to represent Wardha Saleem lawn as its’ Brand Ambassador in the true sense.

“I have always appreciated Wardha Saleem’s print aesthetics and colour combinations ever since she started designing. With the success of our lawn in 2013, I am proud to be associated with the brand again for their upcoming 2014 lawn collection. I had a great time shooting at the most beautiful locations across Pakistan with a very fun, hardworking and extremely professional team. The Lawn collection is edgy yet feminine, fun yet sophisticated at the same time and I am extremely excited to be the face for Wardha Saleem Lawn SS2014 collection again.”
Sanam Saeed – Brand Ambassador, Wardha Saleem Lawn S/S 2014

AVAILABILITY
The Wardha Saleem Lawn will be available from 14TH  June 2014 at all leading stores locally and worldwide including Pakistan, India, Bangladesh, UAE, Srilanka, Nepal, UK and USA.
The lawn will also be sold online at Shariq Textiles official web-site.

PRICE
The WARDHA SALEEM LAWN SS2014 comes with an incredible price tag – every outfit is priced at Rs.3,650/= only.

The main idea for keeping the pricing low is to make the WARDHA SALEEM Lawn experience available to a wider consumer segment (mass market). Lawn presents the opportunity to reach maximum people in order to provide them luxury that is affordable. With Wardha Saleem Lawn, now everyone can enjoy the same quality, design ideology and variety that the brand offers in general at an affordable price.

PROMOTION
The Wardha Saleem Lawn SS2014 campaign saw a nationwide launch on the 14th June 2014 with massive outdoor advertising and commercials on print, electronic and social media.  The campaign has been shot at the beautiful and scenic locations of Skardu, Khaplu, Shangrila in Baltistan, Pakistan.

TEAM CREDITS (CAMPAIGN)

BRAND NAME: WARDHA SALEEM LAWN SS2014 LAWN BY SHARIQ   BRAND AMBASSADOR: SANAM SAEED   PHOTOGRAPHY: TAPU JAVERI   HAIR & MAKE-UP: TARIQ AMIN SALON   CONCEPT & TVC DIRECTION: NUBAIN ALI   COORDINATION & STYLING: FATHMA AMIR

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