Daily Times

LAHORE: Making its presence felt as being one of the biggest fashion and lifestyle brands in the country, So Kamal’s seasonal collections are always a sellout for two reasons. First, because the prices and the designs tell a tale to women of all ages and pocket sizes. Second, because the fabric is proven to be durable and long lasting and I have personally seen women repeating the brand’s prints for the next season’s lawn.

This time around, the brand puts forth a distinct collection which had been meticulously planned with a lot of heart, a lot of effort, a lot of time and a lot of inspiration, having travelled through exotic locales of Europe, Paris and Milan namely and incorporating vintage and modern European trends, fusing them with Pakistani fashion, and how the collection might appeal to the Pakistani market and not just a specific clientele.

The collection is called Boho Allure. It’s enriched with different cultures and traditions and it’s noticeable how there are a lot of Persian tapestries with a Moroccan essence, intricate patterns, rich Parisian opera jacquards with self-prints, along with chiffon, cotton and silk draperies/duppatas.

So to put it simply, it’s a very simple and a romance inspired collection, because that is the affect European ambience has on one.

There are a total of 220 designs in the Boho Allure collection about which So Kamal’s CEO Erum Ahmed Kamal says, “There is a something for everyone approach here as you could see that the designs vary from bold prints to subtle colours, heavily embellishments to plain lawn prints.”

The stitched shirts range from Rs 1,500 and the unstitched lawn outfits begin from Rs 5,500. I like how the designs are summer ready, vibrant and appropriately embellished. They are wearable and practical for not just casual but formal occasions too, that one can pair with high heels and tasseled duppatas.

The brand has proven its worth by relying on inhouse designing and giving a tough competition to an otherwise saturated market. Mainly because the quality of its fabric speaks volumes of the creative team’s acumen.

The launch event took place in Lahore at a local hotel where the who’s who of the media and eminent members of the press were present.

So Kamal’s spring/summer 2018 lawn collection is out in stores now nationwide. The brand will also be showcasing its pret line at the upcoming PFDC Sunsilk Fashion Week and so with big plans for its future, it seems to have cemented its place in the hearts and minds of all fashion lovers.

Published in Daily Times, March 4^th 2018.