ChenOne, leading lifestyle retail store chain, announced the participation of their leading lawn brand Pareesa at the sixth PFDC Sunsilk Fashion Week scheduled to take place in Lahore from 26th April to 29th April 2013. The leading retail store chain will be showcasing their spring/summer collection titled “Pareesa Lawn Collection 2013” during the Voile show segment of the fashion platform.
With the collection designed by acclaimed fashion designer Sahar Atif, the collection features 50 distinct designs, of which 30 have already been launched and are available at all ChenOne outlets, with remaining designs scheduled for later release.
The Pareesa Lawn Collection 2013 designed by Sahar Atif is the brand’s contemporary take on the classic summer fabric and features an ethnic line of prints employing sub-continental embroideries and motifs. Designer Sahar Atif has endeavoured to keep the collection in harmony with international fashion trends by utilising graphic prints in black and white, with splashes of colour to add a dramatic flair to the outfits.
Speaking about their brand’s participation at PFDC Sunsilk Fashion Week, Mian M. Kashif Ashfaq, CEO ChenOne said, “ChenOne has a long, established tradition of producing high quality products that cater to the fashion and lifestyle needs of our discerning consumers.
Our signature lawn brand Pareesa is a continuing testament to this tradition and reinforces our promise of providing our customers with superior products at affordable prices. We anticipate our first showing at PFDC Sunsilk Fashion Week with delight and look forward to presenting the latest prints from the Pareesa Lawn Collection 2013 at this prestigious platform.”
Speaking about the design philosophy behind the Pareesa Lawn Collection 2013, fashion designer Sahar Atif said, “Our core philosophy behind the Pareesa spring/summer collection was to modernize lawn and give it a contemporary feel, which we have achieved through customized engineered prints and trendy silhouettes. With a broad and diverse spectrum of designs, our collection targets both avant-garde and traditional consumers alike.”