Premier Lawn Brand Pareesa by ChenOne announces runway showcase at the sixth PFDC Sunsilk Fashion Week, this April 2013!

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[Lahore: 22nd April 2013] ChenOne, leading lifestyle retail store chain, announced the participation of their leading lawn brand Pareesa at the sixth PFDC Sunsilk Fashion Week scheduled to take place in Lahore from 26th April to 29th April 2013.The leading retail store chain will be showcasing their spring/summer collection titled “Pareesa Lawn Collection 2013” during the Voile show segment of the fashion platform. With the collection designed by acclaimed fashion designer Sahar Atif, the collection features 50 distinct designs, of which 30 have already been launched and are available at all ChenOne outlets, with remaining designs scheduled for later release.

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. Designer Sahar Atif has endeavoured to keep the collection in harmony with international fashion trends by utilising graphic prints in black and white, with splashes of colour to add a dramatic flair to the outfits.

Speaking about their brand’s participation at PFDC Sunsilk Fashion Week, Mian M. Kashif Ashfaq, CEO ChenOne said, “ChenOne has a long, established tradition of producing high quality products that cater to the fashion and lifestyle needs of our discerning consumers. Our signature lawn brand Pareesa is a continuing testament to this tradition and reinforces our promise of providing our customers with superior products at affordable prices. We anticipate our first showing at PFDC Sunsilk Fashion Week with delight and look forward to presenting the latest prints from the Pareesa Lawn Collection 2013 at this prestigious platform.”

Speaking about the design philosophy behind the Pareesa Lawn Collection 2013, fashion designer Sahar Atif said, “Our core philosophy behind the Pareesa spring/summer collection was to modernize lawn and give it a contemporary feel, which we have achieved through customized engineered prints and trendy silhouettes. With a broad and diverse spectrum of designs, our collection targets both avant-garde and traditional consumers alike.”

For more information about the Pareesa Lawn Collection 2013 please visit the brand’s official Facebook fan page:

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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