In today’s age of fast fashion and off-the-rack clothing, how does one sell luxury? One answer is to sell the
experience, rather than the product – giving the consumer a taste of what it feels like to be part of a world of exclusivity, beauty and supreme indulgence. When designers such as Dior and Chanel hold private viewings of their collections, it is done not just to generate sales but to allow the audience to connect on a personal level with the brand and to enjoy the feeling of being amongst a select few chosen for the experience.
Ammara Khan, a luxury brand based out of Lahore and known for its ornate couture offerings, aimed to do just that by holding a pr
ivate viewing of its latest bridal collection at the posh Nishat Hotel. In keeping with the theme of the collection, which debuted at the PFDC L’Oreal Paris Bridal Week and is titled Memoirs from a Moonlit Garden, the venue was transformed into a magical, whimsical garden-like setting, replete with gorgeous floral arrangements, candlelit accents and dim lighting. Lahore’s well heeled got an opportunity to view the 16-piece collection up close and with leisure, as is befitting couture that takes months of planning and weeks of painstaking craftsmanship to produce.
Guests took their time to admire Ammara Khan’s signature aesthetic – crystal and silver embellishment in a mix of contemporary and traditional silhouettes – as they nibbled the fancy canapés on offer and interacted with the designer herself.
For brides-to-be, Memoirs from a Moonlit Garden offers a wide variety of looks that can be used to create an entire bridal trousseau. There are the traditional shararas, saris and shalwars paired with kurtas, and then there are the edgier pieces, such as a sheer lehnga over lace pants, that display a more contemporary approach. Tulle, organza, Chantilly lace and rich brocade combine to lend the collection its opulent feel while motifs featuring butterflies, roses and serpents will please the romantics amongst you.
– Mariam Mushtaq
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Ammara Khan