Shamoon Sultan’s love for all things Pakistani has successfully translated into making Khaadi a high street fashion powerhouse synonymous with celebrating the essence of Pakistani culture. Khaadi started off with its signature hand-loomed fabric back in 1998 but soon became a local fashion phenomenon, winning several Lux Style Awards year after year and expanding across continents – opening stores in the UK, Malaysia and UAE.
Shamoon Sultan’s love for all things Pakistani has successfully translated into
making Khaadi a high street fashion powerhouse synonymous with celebrating the essence of Pakistani culture. Khaadi started off with its signature hand-loomed fabric back in 1998 but soon became a local fashion phenomenon, winning several Lux Style Awards year after year and expanding across continents – opening stores in the UK, Malaysia and UAE. Every summer season at Khaadi is a mad house of women scouring over a myriad of lawn prints; this season was no different either – here is a review of what Khaadi had in store for us:
Design Innovation and Variety
Khaadi lawn looks very different this year! Experimenting with geometrics and Indian chunri this time around, the brand has brought us a diverse set of prints to choose from. The bandhini-inspired prints, which come in modern colour palettes of bright greens and yellows, are a welcome change and offer something new and different to customers who are bored with the done and dusted florals. Having said that, the label maintains its love affair with floral and ikat motifs in a majority of its prints. There is also the inclusion of heavy embroidered necklines and panels, which is a bit of a disappointment for Khaadi loyalists expecting a lot more from the brand. But then again there is something for everyone this year – the conservatives as well as the experimentalists.
Fabric Quality
Khaadi is known for its fine quality of lawn and it maintains its reputation. The fabric is light, comforting, breathable and wrinkle-free to some extent. It doesn’t cling to your body, which is a much-needed bonus under such increasingly high temperatures. An important point to note is that despite being fine in texture, Khaadi’s lawn is not see-through. The chiffon dupattas are fine crinkle with enough weight in the fabric to make them slip proof.
Price
Just as in prints, Khaadi lawn comes in a variety of reasonable prices. The lawn offers you designs and quality that is as good as luxury lawn but in half the price. You can choose from two piece suits ranging from PKR2,200 to PKR 2,600 as well as three-piece embroidered suits that start from PKR3,200 and go up till PKR6,000. Another great thing about Khaadi’s lawn is that a select range of prints also come in stitched variety for around PKR 5,500 offering working women a relief from running after tailors.
Desirability
There is no denying the fact that Khaadi as a brand is building itself to become the ZARA of Pakistan for it provides great style, quality and innovation in affordable prices. The funky prints, the vivid colour palette, the fine quality and great prices all make it a desirable brand for everybody alike. Despite the prints becoming easily common among women, it remains the most desired label for daywear. It does not have the elitist or social approval of being paraded at a high profile lunch, kitty party or summer wedding though.
