Emmad's Lounge: Al Karam summer Collection 2013

Saturday 2 March 2013

Al Karam summer Collection 2013 - Discover your shade

"Discover your shade"

Lahore, March 01, 2013: Alkaram Textiles launched their dazzling spring / summer collection volume 1, 2013 in Alkaram Galleria, Y Block, DHA, Lahore . Each theme is an exploration in design and color inspired by seven selected moods which personifies an alkaram woman. A wide array of distinct themes is made available in one collection which includes Nouvelle Collection, Vintage Collection, Summer Tribes, Intricate Patterns, Hand Crafted, Avant Garde and Splendor Shade.

The concept was brought to life at A.K Galleria, Y block, D.H.A, where top notch models like Marium Shah, Sana Khan, Nooray, Anoshay Asad, Aleezay Rasul, Anoshay looked spectacular in different shades of alkaram's collection. Aside from the models, seven renowned personalities such as Aasma Mumtaz, Asfa Nabeel, Sara Shahid, and Frieha Altaf were adorned in extravagant apparels in various hues by alkaram.The vision for this concept is "Discover your shade"

The exhibition will showcase seven models depicting various moods on the ramp. Makeup of the models was done by Khawar Riaz and the themes included Nouvelle collection which uses modern design sensibilities with a hint of the unconventional, to create contemporary abstract patterns at the cutting edge of the fashion panorama. Vintage Collection which entails classic motifs and is imbued with new energy, as color takes centre stage. Summer Tribes, collection presents lively and carefree designs infused with beautiful traditional embroidery work. Intricate Patterns brings out your inner diva with this chic and stylish collection of designs, based on highly intricate embroidery. Hand Crafted collection is elegantly hand embroidered and commands attention without being too brash. Avant Garde collection brings freshness and originality in black and white. Splendor Shades collection explores nature in its various shades and colors.

"We believe in continuous innovation and as we transcend into the summer months, we've decided to launch a new collection based on seven distinct themes, each catering to today's modern woman" says Abid Umer, CEO of alkaram.

The iconic collection has baroque detailing that explores nature in its various shades and colors. With flowing patterns and novel cuts, the collection has a competitive edge. A spokesperson for alkaramcommented "Our Spring / summer collection is inspired by rich and natural colors which will be used for our transitional season portraying various moods in form of our prints"

The launch event was organized by Catwalk Productions and PR handled by Catalyst PR & Marketingwas attended by socialites, celebrities and designers.