March welcomes lawn season – Life & Style
The arrival of spring signals only one thing in the big cities of Pakistan: the arrival of the summer lawn.
As our textile industry continues to go from strength to strength, turf manufacturers as well as designers producing turf under their own brands do not disappoint as each year they compete to create the best combination of prints, colors and fabrics for beat the summer heat.
Lawn season not only means higher sales for brands and factories, but also rejected a secondary market of counterfeit designs and productions, which shows the extent of demand from the masses for new designs to a variety of price.
Lawn makers stage their marketing campaigns every year – with their products splashed on billboards across the city and on social media – and this time around will be flattering for first-time Eid buyers too, as Ramzan is around the corner.
Here’s a roundup of our top picks of the season:
The first designer house to have launched into grass, the fashion house produces multiple lines of unstitched fabric collections all year round, but their summer grass collection is undoubtedly the most anticipated. At the forefront of brand marketing, the lawn marketing campaign aims to push the boundaries and provide a welcome respite from the mundane each year. The campaigns serve to showcase the new turf collection as much as an ambitious lifestyle underlying the brand’s philosophy. (Spear)
A local favorite for its revival of the age-old technique of fabric weaving and its affordable prices, Khaadi produces fabric year-round, sold at its multiple outlets in Pakistan as well as Dubai and London. Their new flagship store at Dolmen Mall in bustling Karachi pushes the boundaries of modern retail in Pakistan. (Spear)
Nur by Nida Azwer
A well-known designer in the lawn landscape, Azwer has produced bespoke designs in limited quantities offering an aesthetic that parallels that offered in her Ready-to-Wear and Couture collections. She stays true to her design ethos, and year after year a loyal clientele flocks to her for her limited-edition pieces. (Spear)
A perennial classic, this textile mill is beloved for its all-weather lawn and classic styles and designs that appeal to women of all ages, offering sewn and unsewn varieties. (Spear)
Another designer heavyweight, Elan cemented its position in the competitive bridal couture market before branching out into the lawn, becoming hugely popular and boosting sold-out designs and the waiting list for its highly anticipated Lawn, especially in his hometown of Lahore. However, no date has been set for this year’s release. (date unknown)