In its first domestic initiative, Kamal Limited will be introducing Kamal Lawn by Élan in an exclusive launch exhibition at 10-Q in Lahore on 16thMarch, 2012. One of the premier home textiles exporters of Pakistan, Kamal Limited’s lawn venture with designer fashion label Élan is their first local initiative which brings together two highly regarded names in textile production and design respectively.
With an aim to carve a niche for itself in the Pakistani designer lawn market, Kamal Lawn by Élan is being introduced with state of the art quality in cloth and printing, and attention to detail in design.Kamal Limited brings with it six decades of experience in textile manufacturing, having been established in 1950. Drawing design inspiration from Sub-continental, Central Asian, Oriental and European aesthetics, Kamal Lawn by Élan presents a wide array of designs in various geometric and floral patternswith the diversity of both vibrant and pastel-based colour palettes. On the launch of Kamal Lawn by Élan, Erum Kamal, Director, Kamal Limited, said, “As a company, we strongly believe in quality and innovation, the experience for which we have, having been in the home textiles business for six decades.Our collaboration with designer Khadijah Shah and her label Élan to make Kamal Lawn by Élan is an exciting first investment within the Pakistani retail market. Ours is what we like to call a couture lawn, with value-added designs and uncompromising quality.”
On her association with Kamal Limited for this venture, fashion designer Khadijah Shah of Élan said, “Lawn should be about the marriage between design and quality and not simply focusing on one or the other. I am delighted to have collaborated with Kamal as it has given me the opportunity to bring my couture design aesthetic to quality voile prints. All their processes are in-house which is needed to ensure that quality will not be compromised. For this collection and specifically because it is a first for both of us, we have together done our fair share of in-depth research on quality, trends, colours and patterns.” Kamal Lawn by Élan will be exhibiting its collection exclusively in Lahore on 16th March 2012 and will be available at select retailers in Karachi, Lahore, Rawalpindi, Islamabad, Faisalabad, Multan and Gujranwala, as well as in India. Kamal Limited is one of the oldest and foremost textile manufacturing houses of Pakistan. Established in 1950 in Faisalabad, Kamal Limited is a vertical operation, with in-house spinning, weaving, processing, printing, finishing and stitching facilities. Kamal Limited, an ISO 9001 certified company, has been involved in the export of home textile products to USA, Latin America, Europe and Australia. Kamal Lawn by Élan is their first local initiative.
Kamal Limited brings to Kamal Lawn by Élan over half a century of experience and expertise in producing textile products where utmost care is given to quality control and definition in design. Kamal Limited specializes in printing, and has installed state-of-the-art European machines for this purpose. The company also has a corporate office in New York, USA under the name of Sleep Well Inc. which deals with products, packaging and design developments. Elegance, style and panache – like the French word – Élan couture represents exactly that. Run by Creative Director Khadijah Shah, Élan has evolved from a backyard workshop to an international design house that is stocked in the most exclusive fashion outlets all over Pakistan and in Dubai. Modern or traditional, heavily worked or elegantly embellished, an Élan creation will be timelessly chic, season after season. Élan’s aesthetic seeks to fuse a sense of restrained glamour with a flourish; a design objective that forms the base of each of its collections. Never outré or typical, an Élan outfit can be worn by women across age and body type with equal panache.