If consumers were not already overwhelmed by the onslaught of lawn launches in 2011 — over two score at the last count — Chen One launched their third lawn foray, Pareesa (Persian for fairy-like) lawn collection recently.

Despite the delay, the fashion presentation of prêt-friendly shalwar kameez suits, tunics with churidars and saris in painterly pop art prints of tangerine, peacock green, blue and lilac canvassed against black and white psychedelics; as well as a slew of men’s shirts (taking a cue from HSY?) in tropical graphic patterns was invigorating and refreshing.

“When I researched the existing lawn prints already available in the market, I noticed that one had to add a layer of embroidery on them for them to look good and register as designer wear,” said Imran Butt, head designer for the lawn prints and the corresponding prêt line. He said his inspiration this time round for the development of the prints was the paintings and murals he frequently purviews at local and international art fairs, not only by grand masters but by amateur exhibitors as well. “I always fantasised about transposing those graphic images on fabrics one day, and it all just came together and I was ready to present this collection. I feel lawn prints should look three-dimensional and like designer wear even without the addition of surface embroidery.” Butt added that many lawn designers and manufacturers were inspired by the demands for minimalistic Indian motifs, but he preferred to think out-of-the-box and offer louder motifs that created an individualistic and statement-making vibe.

The collection is offered in three fabric varieties to suit myriad consumer demands: a pure lawn line targeted at the working woman (although the attention-grabbing, popping prints might raise a few eyebrows in the workplace); a Swiss royale range posited for evening soirées and a cotton silk line for those who eschew synthetic materials. Pareesa offers 40 designs, each with one-colour variation and at a somewhat not wholly affordable price — many working women perhaps preferring to pick up a ready-made suit from a boutique at the higher price point. Additionally, although women are offered the option of choosing loose lawn fabric as well as pickings from a corresponding prêt collection also designed by Butt, the menswear is only proffered as ready-made shirts, which might put off the more creative and adventurous of the male species who might prefer to wear their own bespoke designs.

Admittedly the fabric quality of the Pareesa lawn print is stellar and the patterns are somewhat unique and out-of-the-box (though the circular bubble-like motifs in some were reminiscent of early Nomi Ansari). But again, when it comes to lawn, the Pakistani female consumer often goes bananas anyway and invariably just throws caution to the wind.

CreditsEvent managment: Danyal ArshadHair & make-up: Saba Ansari (Sabs Salon)Model coordination & choreography: Umer Mushtaq