[Lahore: 29th April 2014]: Following the success of their Spring/Summer 2014 luxury prêt collection ‘Art Struck Élan’ showcased at PSFW 2014, Pakistan’s premier luxury designer label Élan is set to launch a diffused collection inspired by their PFDC Sunsilk Fashion Week showcase under their ready to wear label, Élan Vital, on 1st June 2014 at their flagship store in Gulberg Galleria – Lahore.
With the luxury prêt version currently available at Élan’s Lahore studio for customized orders as well as select pieces for purchase at the Gulberg Galleria, Élan Vital’s Art Struck ready to wear version will be available to purchase off-the-rack as a casual ready-to-wear prét collection based in Cotton/Lawn on the 1st of June. The collections’ prints will draw upon the luxury prét sensibility as seen at PSFW, with silhouettes and cuts interpreted and designed to suit high street wearability– expect palazzos, tunics, blouses, trousers etc. all within a price range of PKR 10,000 and under. The collection will also be exhibited at a trunk show in Karachi later in June/July.
A merger of art and fashion, ‘Art Struck Élan’ draws inspiration from vintage art and fashion illustrations, in particular the work of celebrated illustrator René Gruau.
Speaking about the introduction of the collection, Khadijah Shah has said: “This 2014 – 2015 is all about building brand accessibility and retail, which is what prompted us to introduce our ready to wear line, Élan Vital earlier this month. We are particularly excited about recreating our luxury prêt sensibility into a more high street friendly line with Art Struck Élan – our patrons can expect the same fun and quirky print aesthetic replete with our graffiti, art splashes, cats, script and cheese print for instance with cuts and silhouettes that are wearable and suitable for the summer.”
Élan was launched nine years ago by Khadijah Shah. She is respected for her combination of intricate embellishments, flattering silhouettes and attention to detail in the construction of each outfit. Indeed each collection is conceived with glamour, elegance and versatility in mind. Élan branched out in the sport industry by launching Élan Sport and also the now much anticipated Élan Lawn. In a short span of nine years, Khadijah has formalised and expanded the label and created an effective and influential place for Élan in the fashion industry. This 2014, Élan launched their prêt-wear label, Élan Vital.