February 9, 2014

Introducing ‘The Anniversary Edition’: Celebrating five years of Mahnoush by Arjumand Amin



[Lahore: 7th February 2014]: This 2014, Pakistan’s premium boutique lawn brand, 

Mahnoush, celebrate their half a decade of beauty, consummate quality and one-of-a-kind 

design aesthetic with the announcement of ‘The Anniversary Edition’, a new signature lawn 

collection for spring/summer 2014, to be revealed in March of this year, across Pakistan and 

internationally.

For this collection Arjumand Amin, CEO and Head Designer at Mahnoush, introduces a 

chic aesthetic journey with her signature researched prints based on 12 unique designs 

in two colour variations each. Renowned for unusual and unique colour combinations, 

expect a Mahnoush S/S 14 colour palette inspired by vibrant summer tones as well as 

softer hues with silk and jacquard borders and panels, embroidered necklines, broaches 

and meticulously crafted embroidered shirts. Indeed, Mahnoush’s design concepts and 

inspirations that go towards making a niche and boutique brand are quite unlike others 

in traditional lawn. The designs are gleaned from resources from all over the world and 

then given the Mahnoush signature, which has resulted in many ‘firsts’ for the brand: This 

year this includes the introduction of architectural design elements within ‘The Anniversary 

Edition’ such as that of the arch and the fountain, along with the aesthetic visualisation of 

fruit and unusual trees. Other motifs characteristic of the Mahnoush design repertoire, now 

rendered in a fresh format, also continue, such as the jewel, the bird and the Chinese motif.

In celebration of Mahnoush’s five definitive years in lawn and fashion, Arjumand Amin will 

further introduce a campaign, ‘The Fabulous Five’, inspired by five modern, diverse and 

dynamic women in Pakistan, each of whom are symbolic of what Mahnoush represents over

the course of its journey: quality, distinctiveness and beauty. ‘The Anniversary Edition’ as 

represented by ‘The Fabulous Five’ will be showcased in March 2014.

Speaking about five years as Pakistan’s leading boutique lawn brand, CEO and Head 

Designer of Mahnoush, Arjumand Amin has said: “Mahnoush in Persian means ‘seeker of 

beauty’ and that is precisely what we have worked to achieve with each individual design. 

Indeed this year we mark half a decade of seeking beauty and in celebration, I am looking 

forward to introducing our special Anniversary Edition and The Fabulous Five campaign later 

this March. At Mahnoush, we believe that a unique eye, coupled with meticulous attention

to detail equals excellence. That is our creed – five years on, we have endeavoured to bring 

polish, aesthetic and a distinct fashion experience to our patrons.” 

First launched in 2010 by entrepreneur and design force Arjumand Amin, Mahnoush is a 

niche brand, which has fast gained renown for exceptional fabric quality and inspired design 

sensibility, as evident from its nomination for a coveted Lux Style Award in 20131

is manifest most notably in the construction of the fabric, with the brand exclusively using 

100 percent Pima cotton, widely acknowledged as one of the finest cottons in the world.

As always, Mahnoush’s seasonal designs are the result of the creators’ deeply researched 

approach with inspirations derived from Arjumand’s academic and aesthetic study of 

numerous books and museum sources. 

More information on the latest collection and campaign will soon be available on the official 

Mahnoush Facebook page:www.facebook.com/mahnoushonline

. Quality
About Mahnoush:

Mahnoush, a word derived from the Persian language, defines someone who seeks beauty 

and perfection. Indeed, this reflects Arjumand Amin's core aesthetic; to give customers the 

finest in quality and designs that go beyond that which is merely trendy to the genuinely 

beautiful. 

Mahnoush was first launched in 2010 by CEO and Head Designer Arjumand Amin whose 

interest in print-making spurred on her passion for design. She is extremely involved in all 

aspects of the brand and pays meticulous attention to every detail, from fabric construction 

to design, shoot styling and advertising. Each year, under the guidance of Arjumand, 

Mahnoush translates timeless designs from all over the world into their core aesthetic, with 

unique attention to craftsmanship, colour and embroidery. The attention to detail is seen 

in such minute details as the accessories in the shoot – this year will bring another quality 

shoot, as much a pleasure to the senses as the cloth itself.

The label enjoys significant brand presence nationally and internationally in countries 

such as Dubai, India, England and Bangladesh, where Mahnoush has been showcased. 

Indeed, the superlative quality of the brand was recognized by the Lux Style Awards in 2013, 

when the label was nominated in the Achievement in Fashion Design – Lawn category, a 

noteworthy accomplishment for a brand which was just launched four years previously.

In 2014, Mahnoush celebrates five years of fashion excellence through a new Spring/

Summer 2014 lawn collection, ‘The Anniversary Edition’. Commemorating half a decade 

of seeking beauty, the brand plans to undertake a series of unique initiatives to celebrate 

fashion, beauty and the modern Pakistan woman, the first of which is a unique campaign 

highlighting five leading Pakistani women within the nation’s fashion, arts and entertainment

industries.

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