Umar Sayeed lawn Gets Crowds Attentation

Umar Sayeed is a bridal designer who is renowned for his opulent bridal wear. Women make their way to his design studio to feel like a princess on their wedding day. Sayeed was also the finale designer of last years Fashion Pakistan Week with avant garde gowns accessorized by ethereal headpieces. Now the bridalwear designer has joined hands with textile giant Al-Karam, making him more accessible to the masses. Luckily for his die hard fans he brought the same element of whimsical fantasy to his lawn collection.

Umar Sayeed transformed the lawn fabric into beautiful bedazzling gowns. He amalgamated Eastern with Western with such elegance, that each piece was a sight to look at. What added to the beauty was Umar Sayeed’s collection itself. The lawn prints included shades of every colour, light and pastel colours of blue and pink as well bright shades of orange and royal purples. Using delicate beadwork and sequins along the neckline and straps (there was a lack of sleeves) the lawn had been turned into formal wear that can be worn to weddings or parties.

When we asked Umar Sayeed about the ready made designs being available to the public, he told us, “No this collection will not be available. I specifically designed it in such a way that the lawn stands out and people can think of different ways to use it. But those outfits themselves are not for sale.” Still, the Umar Sayeed designed outfits that were on sale became pretty popular and apparently got sold out within an hour. “You should go see II Talwar right now; there is still a lot of traffic on the road,” he added.

So how has the response been for Umar, considering the number of lawn collections which have also ‘sold out’? How many women are still buying lawn? Apparently, there are a lot of them. “The response has been overwhelming. We’ve had so many buyers that the stock ran out in an hour. We’re flying in the stock we had for Lahore, and then reprinting is going to start so that we can start supplying more,” said Sayeed.

Umar Sayeed has been largely popular and has given the Al-Karam lawn a boost. Therefore this collaboration with the designer turned out to be a pretty successful business venture. But was it just a one time? Many people have been confused since most advertisements call Umar “Designer of this Year.” So will there be another designer next year? “No, it will be me. We’ve signed a two-year contract together, and we also have a fall collection and a winter collection that’s in the pipelines. So it’s an ongoing process.”

Causing traffic jams is perhaps the new norm, as opposed to the much clichéd red carpet. As people tried to make their way into the new store, the first obstacle to overcome was the chaos and madness that ensued right outside the II Talwar roundabout. Inside the event were people comfortably seated and enjoying drinks in the lounge that had been created on the road, while others were busy socializing and commenting on who  bought who’s lawn this year. Things seemed very calm and glamorous at the same time. However, one step inside the building where the store is now located, and there was a crowd of busy women shopping and looking at the material that was on display.

The ramp show was held on the escalator, each model would strike a pose on the top of the step, and then would be seen gliding down on the descending escalator, while the previous model would be striking a pose on the staircase taking the model back up the ascending escalator. To add to the grandeur, the building from inside was adorned with chandeliers in gold and cream, and marble statues of creatures with wings right around the escalators adding luxury to the environment. The ramp walk was breathtaking with the models dolled up beautifully with hair extensions and flowers in their hair which made them look nothing short of Greek goddesses.

While madness ensued as usual for the fight for Umar Sayeed’s prints, the shop next door was just as busy. Along with launching Umar Sayeed lawn, Al Karam also launched their store, Identity. The multi-level store is fully equipped to match most shopping needs for women, including clothing for children, stitched and un-stitched suits, accessories such as hand bags, and products for the home as well (including bed sheets and pillows). The outfits available at Identity were reasonably priced (a stitched 3 piece suit, with pants and a dupatta) was marked at Rs 4,000 considering the fact that there are some lawn brands that are selling only the material for that amount. There were even casual tops and frocks available, which fit into the 1500-2500 price range. It may not be a first for a textile brand to start ready to wear or homeware; which has been done extensively by Gul Ahmed. Al-Karam is making an effort and has the potential to do much more with their resources and that is what is needed to excite consumers. Taking up the challenge and delivering on it is what will set it apart from its Gul Ahmed competition which is coincidentally located a hop, skip and jump away. This could be the start of Al-Karam’s charged up entry into lawn and ready to wear. Here’s to seeing another batch of Umar’s creativity!

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