“Pakistan has an unrelenting obsession with lawn, and from comfort-wear designed for the long hot desi summer, the lawn umbrella has expanded to include evening-wear, festive-wear and dress-it-up-and-wear-it-to-a-wedding-wear. There’s bling. A deluge of pastels. A motley collection of floral embroideries. Chikankari, eyelets, appliqued motifs, borders, flotsam, jetsam. And dupattas that flutter far and wide.”
“The designs do get repetitive and yet, every year, lawn inches towards slightly new directions — such as lawn for men this year and the more exclusive, curated designer collections. Customers may shift their loyalties from one brand to the other but the demand never ceases, regardless of a prevailing pandemic, inflation or political upheavals. The lawndemic never ever ends.”
Find out how digital textile prints from Duraprints can help launch your lawn designer collection, from understanding lawn nitty-gritties, developing your designer niche, or fast turn-around times for high-street brands. Discover how digital textile printing enables fast fashion brands in Pakistan to reduce their time to market, control costs, keep their offer fresh with a diverse product mix.
Read the full story by Maliha Rehman, originally published in Dawn, ICON, April 10th, 2022.
