Young fashion designer Erum Khan seems to have played her cards right. She’s been slowly but surely participating in all the major bridal weeks as well as dressing up socialites, journalists and other eminent personalities, every chance she gets. One cay say, Khan has been successful in creating a small name for herself even without an outlet where she could stock in Lahore or Karachi. Her clothes are practical, subtle in embellishments and colour where necessary, very trendy and extremely affordable. After all, that’s what matters anyway. To have launched her first flagship outlet in Rawalpindi in 2010, Khan has now opened up another outlet, but this time in Lahore. As it’s just how entrepreneur Sharjeel Alam tell us, “Lahore is indeed a bigger market for food and fashion.”
Inspired by the subdued trends in bridals, where everything doesn’t appear to be too jumpy or if I dare say “cakey” on a bride, Khan believes in making a woman stand out with her personality, simplicity and the cuts and light sequencing on her clothers rather than in-your-face shades and colours of her clothes with heavy gota and other embellishments. “Even with that outfit right here, you’ll notice that it’s rich in the colour gold, flashy somewhere, but at the same time, I’ve made sure that the sharara with its colours is not too bold with zero seqencing and embellishments. That’s my mantra,” Khan said, while talking exclusively to Daily Times, at the launch. She herself looked stunning, wearing ivory white pants and a top with an intricately embellished white and gold bolero.
“The luxury pret wear is priced between Rs 7,000 to Rs 10,000 and the couture starts from Rs 100,000. So I believe the pricing is reasonable and not too over the top,” Khan said, looking around excitedly. “This launch today is a dream come true. I always wanted to cater extensively to the Lahore market and today Allah has helped me achieve that.”
Launched on MM Alam Road right next to OPTP and Hajra Hayat studio, the Erum Khan flagship outlet in Lahore opened up on Friday night, with an event thrown by Savvy PR & Events, fully attended by the who’s who of the fashion and media industry.
Will Erum Khan be able to create a niche for self in Lahore, amidst the saturation of competition in the couture market, where Lahoris are spoilt for choice already, or will she drown out? Time will tell. As for now, let’s wish the young and ambitious designer all the best for her venture!
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