Luxury Label Élan launches ‘Modern Rajkumari’

Luxury Label Élan launches ‘Modern Rajkumari’
Pakistan’s premier luxury design house Élan are set to launch their first silk collection titled ‘Modern Rajkumari’ on the 29th of August which will be available at retailers across Pakistan and online on www.elan.pk for international and local customers. The collection is set to retail between PKR 11,000 to PKR 12,000.

‘Modern Rajkumari’ features stunning prints with exquisite floral details paired with ethnic jewelled motifs. The collection comprises of ten designs and has been shot against picturesque locales of Udaipur by the dynamic duo of Nadir Firoz Khan and Maha Burney, who captured the serene landscape to perfection. Élan has been known to introduce exotic new faces to the Pakistani fashion landscape, and this time the gorgeous international model Keisha L was chosen as the face of ‘Modern Rajkumari’. Amarinder Singh did the hair and makeup styling for the campaign.

When asked about the inspiration for the silk collection, Khadijah Shah, Creative Director of Élan commented; “Silk is a fabric that is very dear to my heart, perhaps because it embedded in nostalgia and distant memories of my childhood in a way. I have always associated silk with evening elegance. The notion probably stems from seeing my grandmother wear some gorgeous silk ensembles or the other for dinner parties – the association has been slowly fermenting since then.”

Élan was launched ten years ago by Khadijah Shah. She is respected for her combination of intricate embellishments, flattering silhouettes and attention to detail. Each collection is conceived with glamour, elegance and versatility in mind. In March 2012, Khadijah Shah launched her debut seasonal unstitched printed lawn collection which is now considered the most anticipated lawn each season. In a short span of nine years, Khadijah has formalised and expanded the label and created an effective and influential place for Élan in the fashion industry. In 2014, Élan added to its portfolio ÉLAN Vital, a casual avant-garde ready to wear diffusion line and also officially launched an e-store where customers from across the globe can purchase Élan’s Luxury Prét Collection and Élan Vital. In 2015, Élan showcased at PFDC Couture Weekend followed by its Spring/Summer Lawn collection, a showcase at PFDC L’Oréal Paris Bridal Week and Swarovski Sparkling Couture Exhibition in Dubai to much acclaim.

For more information regarding the brand, log on to http://www.elan.pk

your comments: