March 15, 2014

Élan and Hussain Mills Limited collaborate to launch Élan Lawn Spring Summer 2014 collection‏

One of Pakistan’s leading luxury fashion brands Élan introduced their Spring/Summer 2014 collection this season, Élan Lawn, in collaboration with one of Pakistan’s premier textile houses, Hussain Mills Limited, through an exclusive exhibition held on 15th March at Lahore Lagoon Marquee in Lahore. The exhibition was attended by celebrities, socialites and members of the media alike with the event being managed by J&S and public relations by Lotus.
For Élan Lawn this year, designer Khadijah Shah has taken inspiration from a variety of sources, incorporating design elements such as birds, trees, flowers, textures, animal prints, butterflies, frescos, trellises and geometrics by way of artistic compositions. Based in a strong colour palette that exudes a mature sophistication, the collection features citrus yellows, tangy limes, dusky pinks, sunset oranges, deep brick, charred charcoal, gold beiges, lavenders, ivories and blacks based in premium quality lawn fabric complemented with 100% pure silk and chiffon dupattas.
The collection is also accompanied by extra fabric, which can be utilized for sleeves and panels, and includes multiple pieces of intricately embellished embroidery which can be used on the neckline, hemline, sleeves or back as per a consumer’s individual preference. Indeed, the collection features trendsetting designs in the signature Élan aesthetic which has been significantly popular with lawn consumers over the years. Élan Lawn S/S 2014 features a total of fifteen designs in two color ways and is available in attractive prices ranging between PKR 6,055 and PKR 6,855.
On the launch of Élan Lawn S/S 2014, Fashion Designer Khadijah Shah said, “It's been a humbling experience to witness such an overwhelming response to Élan Lawn and to see it grow to become Pakistan’s premium designer lawn in such a short span of time. With our 3rd consecutive designer lawn collection we have built upon our signature style and incorporated consumer feedback to create a line which we hope is fresh, trendy and very fashionable. We are delighted again this year to be partnering with Hussain Mills to collaborate to re-invent the lawn design paradigm by using gradients, textures and modern pattern mixing techniques to create a dynamic aesthetic which we are confident will be appreciated by all discerning lawn consumers.”
On the collaboration, Director Hussain Group Hussain Ahmed Fazal has said, “I am extremely grateful for having collaborated with Élan to launch Élan Lawn. Hussain Textiles are a time tested textile house, renowned for our high end export quality thread and fabrics. Like Élan we are committed to quality, hence our brands have a natural synergy which is why our relationship has been so successful over the years. We are proud to be creating a product which offers the best in terms of design and fabric to the lawn consumer.”
After the successful Lahore exhibition, the collection will now be exclusively exhibited on the 17th March at The Ramada in Multan, after which the prints will become available nationwide at all leading stores and retailers across Pakistan, India, UAE, UK and Saudia Arabia.
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