After the Kayseria debut at the PFDC Sunsilk Fashion Week, the designer textile brand launched its pret collection last week, in what has been promoted as the season’s most fashionable styles, colours and cuts.

The launch event which took place at a popular Euro-Modern Italian restaurant in Karachi featured a fashion presentation showcasing a timeless, trendy and gypsy-chic collection.

The collection comprised three lines: Kontemporary, Virsa and Riwayat shown off by models Rubya Chaudhry, Fawzia, Marvi Sarfaraz, Maham, Sehrish, Areeba, Abeer, Sadaf Kanwal, Tatmain, Farah and Sidra. The hair and make-up was by Saba Ansari of Sabs Salon.

According to a formal communication, the idea behind Kontemporary is to cater to women of all ages who have a passion for fashion. The line is inspired by the paintings of Bridget Riley and Box Barcode elements in real fluorescent and neon colors on easy-to-wear hand-printed chiffon and cotton fabrics. Edgy in cuts and styling, the collection comes across as strong, confident and independent in its design philosophy.

Vibrant and with a touch of folk tradition, Virsa claims to represent the rich Pakistani culture and truck art. More suited for a younger clientele, the mood here remains breezy and flirtatious while Riwayat attempts to pay homage to our rich traditions passed on through generations, embodying all that is elegant, grand and feminine. Inspired by majestic Mughal relics, here soft colours with breezy cuts and fabrics come together in print and are defined by fine embroidery and embellishments for the 21st century woman who is usually on the go.

With a commitment towards understanding the buyers’ needs, the pret brand also claims to have “ventured into a range of sizes and styles that provides a larger base to choose from, thereby allowing flexibility”. There can be no doubt about the fact that the fast-expanding ready-to-wear market has taken a huge load off professional, working women’s shoulders by catering to an ever-growing need to relieve them of the somewhat tiresome experience of garment shopping by incorporating fine stitching with quality fabric and the latest trends.