Daily Times

With fall season already upon us, the one thing that is turning up the most in our homes is definitely our wardrobe. With cottons out and linens is, with duppatas out and shawls in, the excitement of fresher clothes and bolder shades hang in the air.

“Keeping the essence of winter wear and the passion ladies have for dressing up for winter nights, we came up with the formal wear collection, which is compact, versatile and wearable,” So Kamal Chief Executive Officer Erum Ahmed said, while talking exclusively to Daily Times.

Helming the affairs at the fashion and lifestyle label, Erum Ahmed remains involved and engaged in the design philosophy of the brand through and through. Having said that, it is really her young and ambitious daughter who is spearheading this particular collection. Aleena Raza is hands on with the venture and gives women of all ages and sizes a breathing space to indulge in while purchasing formal wear.

With cottons out and linens in, with duppatas out and shawls in, the excitement of fresher clothes and bolder shades hang in the air

“The collection indeed is for everyone as just about anyone can wear it. The best thing about the collection is that it has formal and causal both intertwined into light colours and bolder shades at the same time. The pant sari outfit has gotten the most response as you can do so much with it. Then there is a maroon gown as the wedding season is coming up. I have used a lot of velvets and gold work in the collection, which is build with a something for everyone approach. The price range is amazing as it starts from Rs 25,000. It’s very affordable,” Aleena Raza says, also while talking exclusively to Daily Times.

However, for me, the clear winner is a beige lehnga choli with a black hardly there velvet border. The design team lets the colour and the intricate embroidery do all the talking rather than elaborate designs killing the beauty of it.

Knee-length shirts, palazzo pants, pant saris, gowns, front open shirts with camisoles and cold shoulder maxi shirts are some of the most striking outfits from the collection.

Though tentative at first, but the collection might give the market a tough competition, owing to its competitive pricing and unique designs

I, for one, feel that the distinguishing factor this collection has from the bridal wear stocking up high and heavy in boutiques right now, is that gota, kundan and kiran are not the only defining elements to it. There is net, organza, silk, velvet and a variety of other fabrics, giving it a unique appeal and a traditional sense at the same time.

“The most fun thing not just for me but all the women out there who love to experiment with their outfits is how much you can play around with these outfits from this collection. They can be customised according to your colour preference, sleeves can added or removed, volume can be lessened, etc. That sure gives the best return for your money feeling knowing you’re getting what you bargained for,” an attendant at the label’s DHA outlet tells me.

Intriguing details, striking embroideries, sophisticated embellishments with graceful elements are most noteworthy aspects of it to the general buyer.

Though tentative at first, but the collection will surely give the market a tough competition, owing to its competitive pricing and unique designs.

It is made to order. The launch event for the collection was held on Thursday.

Published in Daily Times, October 14^th 2018.