The new, but much puffed up, luxury fashion brand Jahanara introduced their Eid 2016 lawn collection, in association with one of Pakistan’s leading retail industry, Insaaf Textiles, through an exclusive exhibition held on 21st May at PFDC Mall 1, Gulberg Lahore.

The display was attended by prominent socialites and media members with the event being managed by none other than the duly famed duo Amjad Bhatti and Eimaan Jawaad and very beautiful décor by Whimsical Parties.

Even though the brand has no retail stores at present, still the launch was a colossal triumph as the pieces were sold like hot cakes, in a pre-booking session as well as during the exhibition. The pieces, however, are available at leading retailers nationwide and via brand’s e-store.

Speaking at the launch, Managing Director of Jahanara, Hummad Ali Ahmed said: “Jahanara has been a result of over three generations’ worth of experience in the textiles industry with Insaf Textiles. Our Eid Collection is designed to appeal to masses with its vibrant designs and affordable prices, and the feedback we have been receiving has been highly encouraging for our first time retail venture. What makes us stand apart is our focus on the input and the process that goes into it – we have used dyes according to internationally set green standards making our products ecologically friendly. We have had a fantastic support system consisting of our Jahanara team and my family which has made this project finally happen. Choosing Ayesha Omar as our brand ambassador was simple - she has the dynamic, spirited personality that identifies with the brand’s vision and ideology.”

The collection, that has 10 striking designs, ropes insoft hues and a fabric that iscrisp but season friendly. The attractive assortment solely focuses on women as Mr Abdul Ali Ahmad, Director at Jahanara, rightly says “Our Jahanara Girl is a modern day princess – she can be a traveller, a musician, a super-boss, an artist, whatever her heart desires!”

The lawn is based on an exciting colour palette of summery shades and pastels hues, and has been particularized with laces and embroidered borders that make it being downright justly priced between PKR 3800-4500.