The need to constantly reinvent yourself in terms of style, trends, comfort, availability, sizes and affordability is key for any brand to experience sky rocketing sales and hence, be successful co-existing in a saturated market. Renowned fashion and lifestyle brand So Kamal has done exactly that – reinvented itself with every season, every festival and changing trends to cater to an audience that yearns for quality with affordability. Keeping that in mind, something fabulous happened over the weekend when the esteemed brand announced the nationwide launch and stocking of their latest Fall collection in stores and also online, consisting of a wide array of fabrics that include cambric, jacquard, grip silk and luxury silk. The designs involve a colour combination that ranges from bolds to brights and then subtle shades as well. We love the digital prints, the trendy tassels and the peek-a-boo cuts, as well as the chiffon duppatas and minimal intricate embroideries. The shirts are paired mostly with plain black trousers and cigarette pants. However, the USP for which the brand is known for and which remains with it as an essential component and highlight is its quality meets affordability check. The prices are any woman’s dream. Unstitched cambric digital print shirts are for Rs 1,450. Unstitched cambric suits that involve three-piece digital printed and embroidered shirts with chiffon duppata and dyed trouser are for Rs 3,950. Unstitched cambric digital printed and embroidered shirt is available for Rs 1,650. “Our cambric has a special finish. We always believe in adding value to the product. Our satin, silk and grip are of the highest quality. We have given a huge range of products in our Fall collection, keeping in mind the changing season. Above all, the rates are economical as we always promise the quality product at an affordable price,” Erum Ahmed Kamal of So Kamal said, while talking exclusively to Daily Times. The collection comes with an Enroute To Happiness tagline and mostly consists of florals, monochromatic stripes, birds and paisleys – designs and colours that signify happiness. Published in Daily Times, September 10th 2017.