What is the design philosophy behind this collection?
This collection is an eccentric mix of prints and embroideries with a fresh color palette ideal for summers. Inspired by various patterns appearing in Asian art and culture particularly the Indus Valley heritage, prints range from florals to orientals as well as Indian thematic elements.
What location did you choose for this year and shoot at why?
The entire shoot was conceptualized with specific locations in mind. It was done at these small exotic villages in Bangkok like the Palio and the French House with very English themes to capture the essence of Europeâ€™s timeless beauty.
What was the concept of the shoot?
We wanted to do an extremely urban-chic, street style shoot that represented as well as communicated with the modern Pakistani female. Confidence, radiance, style and poise were the elements we wanted to communicate and play with through this campaign that highlighted our design sensibilities and the aesthetics of the entire collection.
What trend would you like to see more of this year?
Muted color tones and their understated glamour.
What is your favourite print from the collection?
Oh, I love all of them!
Any fun stories or disasters that happened at the shoot?
The entire trip was memorable and felt like a milestone for the brand. It is our first solo Lawn shoot and we were excited, we were emotional and yes, we were anxious too. Nadir and Maha have always been a pleasure to work with and so was Sundal. From accessory shopping in Bangkok to having frozen gelato to beat the crazy heat, all in all this shoot will serve as a great memory.