Daily Times

Renowned fashion and lifestyle brand So Kamal is synonymous with practicality, wearability as well as affordability – some highlights that can be found in a rare few clothing brands.

The creative team at So Kamal has paired with reaped and skilled designers in the past, bringing forth to their clientele, collections that are vibrant, marketable, trendy and apt for the season. However, for the last two years, So Kamal has individualised its brand name and stuck to in-house designing, curated meticulously by the force behind the brand – Erum Ahmed Kamal. The vivacious lady heads a brand that pioneers in textile and cloth manufacturing, hence quality and the standard of it is not compromised in any which way.

It’s not just with spring/summer lawn collections that So Kamal experiences sky-rocketing sales in. The design team comes up with distinct ensembles for the entire year, dedicated to each season, in both stitched and unstitched so that there is a market for everybody and for all seasons.

However, something special indeed has to be done for the spring/summer collections, as that’s the only time the market experiences saturation from all brands and retailers. That’s also the time when So Kamal can proudly claim that they without a shadow of a doubt are one of the few market leaders.

This year, their lawn collection remains exclusive with style and inclusive of some exciting patterns, embroideries and designs. Digital prints, Chinese art (writings, symbols and structures) and embroidered separates are some of the key highlights of the collection. Falling short of including white, their collection encompasses nearly all vibrant, pastel, bold and subtle hues of the colour palette fused with organza, net, tassels and light embellishments that up the game of the lawn suit in its entirety.

“The structures, prominent patterns, minimal embroidery and aloe vera finish stand out for me in this season’s collection. Also the variety is endless,” Erum said, while talking exclusively to Daily Times.

For unstitched, the designs range from 85-90 while for stitched there are close to a 100. So there is basically a something-for-everyone approach – too much to choose from and we find ourselves spoilt for choice. The price range begins from Rs 750 onwards and I love how women would not have to dish tens of thousands of rupees on a fabric as basic as lawn.

Made available are single embellished shirts as separates, three piece stitched and unstitched both with chiffon, silk and lawn fabric duppatas.

Some of the standout prints from So Kamal’s this season’s collection are the yellow and black, square patterned one with Chinese symbols that run on one side. There’s another design that has a Chinese structure intricately embroidered on the pants in blue. That motif one just can’t miss!

The collection is inspired by endless research on art and nature. The brand that focuses on comfort and the quality of the fabric has added aloe vera merged with silk for a finish; hence adding more value to the complete product. The wide range of category consists of classic and premium three-piece suits, two pieces paired with duppata and printed trousers as well as single kurtis in lawn, silk, chiffon and cotton fabric which make it ideal for the summer season.