Flitz Fashion announces collaboration with acclaimed designer Feeha Jamshed’s for debut lawn collection: ‘Florence of Arabia’

Renowned textile brand Flitz Fashion presents their association with acclaimed designer Feeha Jamshed announcing the designer’s debut lawn collection “Florence of Arabia”, Volume 01. Feeha Jamshed’s long time muse & celebrated actress Mahira Khan will be seen as the ambassador for this collection. The collection will be launched at the beginning of May across all major cities in Pakistan.

With Florence of Arabia, Flitz Fashion and Feeha Jamshed will present 10 distinct designs, each in two colour ways, detailed with embroidered borders and necklines in accent fabrics such as silk, organza and chiffon.

 “I am excited about my lawn debut. True to my ethos as a designer, for Florence of Arabia, I have drawn inspiration from some of life and nature’s most simple silhouettes and shapes: be it the small cracks that appear on a wall or how shadows play out – a very art meets lawn approach if you will” said designer Feeha Jamshed.

Speaking about the collaboration with Feeha, Mr. Shakeel Zindani CEO at Flitz Fashion has said, “Feeha is an exciting talent whose designs are always a refreshing break from the norm. Through this collaboration, we bring together our technical expertise with her design vision to present a collection that is inherently different from what is currently out there.”

Florence of Arabia will be priced between PKR 6’500 – 7’500 and will be available nationwide after its launch this May 2016.

About Feeha Jamshed

Feeha Jamshed, an award winning fashion designer and creative director for TEEJAYS, who launched her own label ‘FEEHA JAMSHED’ with a design and marketing philosophy to extend what she learnt working at TEEJAYS. The term ‘Luxury Retail’ is a part of the brand’s vision whose mission is to make glamour affordable without compromising on quality. FEEHA JAMSHED works towards taking fashion and style from the streets of Pakistan to the world. They believe in infusing eastern cuts into western wear as opposed to western cuts imported into eastern wear. Feeha Jamshed has been awarded with achievements like the prestigious Lux Style Awards, Indus Style Awards, Hello Awards: Fashion Entrepreneur Award 2012 and an award for 1st Runner up for the intentional Woolmark Prize in 2013.

About Flitz Fashion

Since its inception in 2012, the Flitz philosophy revolves around bringing diversity of design to the same high standard quality fabrics via collaborations with leading designer brands in the fashion industry. The group has established a strong brand presence through their experience and expertise in the field of designer lawn, prêt wear, fashion footwear and accessories.

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