March Issue 2013

While already prominent for their haute couture and prêt wear lines, the duo of Ayesha Sohail and Somaya Adnan dipped into the lucrative lawn market a year ago to an overwhelmingly positive response from buyers and fashion critics. With this in mind, Ayesha-Somaya launched their second designer lawn collection for the Spring/Summer season this year at a three-day-event organised by Take II at Dynasty in Clifton. Ten sophisticated and wearable designs were exhibited to large crowds of buyers. There were comments about the price range being very ‘reasonable’ and affordable, but these are relative terms of course.

The distribution is being handled by Flitz who have previously launched Nadia Hussain’s Signature lawn collection as well. The elegant Momal Sheikh– the face we see in all the Ayesha-Somaya posters around the city– was the brand ambassador for the collection, and she walked the ramp showing off a pastel peach ensemble. There were two dance segments choreographed by Breakhna Yusuf with male and female dancers, adding some flavour to the event.
Although fashion journalist Zurain Imam, who was present at the event, found the inclusion of dancers a bit unusual, he had positive words to say about the clothes themselves. While his preference is for Ayesha-Somaya’s western line, he felt that that the long tunics and vibrant colours that made up the lawn collection “were in-tune with what Pakistani women want.” What is admirable about Ayesha-Somaya designs is their ability to merge bright colours and bold patterns without making them look gaudy or overdone.