Pakistan’s premier luxury designer Khadijah Shah of Élan proudly announced the launch of Pakistan’s most coveted spring/summer voile collection, Élan Lawn, with the reveal of its first look.
Scheduled to launch on 18th March 2017 in over 25 cities across Pakistan and internationally through the brand’s e-store, www.elan.pk, the first look of Élan Lawn 2017 is set against the backdrop of beautiful Spain, with international models Gigi Jeon and Albina Kireeva. Indeed, this campaign sets another precedent in the course of Pakistan’s lawn evolution as its the first time ever that a Pakistani Brand will be featuring upcoming Asian model – Gigi Jeon, who has been featured in ubiquitous international campaigns for Zara, Rochas and Body Shop to name a few and walked the ramp for Louis Vuitton and Rochas. The campaign has been beautifully captured by Nadir Firoz Khan with Hair by Victoria’s Secret hair-stylist Harlem Alexander and make-up by international artist Pia Rudd.
“Since the inception of Élan Lawn back in 2012 I have envisioned the quintessential Élan Lawn woman to be a traveller, wandering through exotic places, immersing herself in the cultures of the inhabitants of whatever locality she may be in. A true woman of the world. She is independent, free-spirited and accepting of all that surrounds her. That is my vision. This year, the beautiful city of Seville and the historic grandeur of Córdoba presented the perfect backdrop for our Lawn. Having said that, its the need of the hour for me to state that purely location alone does not make our Lawn, or any Lawn a success. It is the diligence of my team, who research endlessly on patterns and motifs, who constantly experiment and innovate in techniques of embroidery and push the boundaries of composition which makes Élan lawn a success year after year. That is the reason, why we have received immense love from you for all these years, and why you, the Élan woman, does not need the background of a beautiful small city in the South of Spain to look like the best version of yourself. Our gorgeous lawn does the trick, and beautifully too, might I add. Our prints this year are a beautiful depiction of various civilisations in themselves, and dare I say that our embroideries this year are stand out. We have sourced embellishments, and laces from all over the world so you get a look for the summer that is at par with international trends for S/S 2017. In short, we got you covered. I hope you enjoy the 2017 edition of our Lawn, and feel like a true icon while wearing it!” said Khadijah Shah about Élan Lawn 2017.