[Lahore, 9th April 2014] The coveted house of SHEHLA introduces their Spring/Summer 2014 Collection “Samsara” on Day 2 of PFDC Sunsilk Fashion Week – Friday, 11th April, 2014.
Samsara, the circle of life, is being presented as a circle of fashion where new trends are born and they fade away giving way to the birth of new trends. The collection represent the bold and confident Pakistani woman, as she re-invents herself and needs versatility in her wardrobe to dress for dinners, cocktails and red carpet events.
Speaking about her collection for PFDC Sunsilk Fashion Week, Shehla Chatoor said “For me PSFW is a consistent platform to showcase my collection. The most important reason is to increase brand awareness and to show everyone what brand SHEHLA is all about. PSFW gets a great deal of coverage in the local and international media, so this makes it a great platform for me.”
Indeed Shehla Chatoor’s new “Samsara collection” ignites memories of mist covered mountains and mythical narratives, long forgotten in the bustle of today. It is an invitation to step back in time and revisit the places of our ancestors. This collection is testament to the cycle of life through a journey that spans the length of our mighty Himalayan mountain range from the steep climbs of Nepal, across the expanse of India and China to firmly rest in the majestically towering mountains of Pakistan. The cultural motifs born of this rugged terrain speak of centuries in the cradle of the Heavens where every story that unfolds is a mirror of grander celestial design, the emblem of eternity.
The vast array of design features that the subcontinent has to offer have been intensely focused, brought under Shehla’s expert gaze and translated into the “Samsara” collection. From the macro-scope to the micro-scope, they are condensed into elegant and lavish motifs that embellish the rich fabrics that they adorn. Buddhist mandalas from the temples of Tibet, calligraphy from the palaces of China, paisleys from Kashmir, florals from the Mogul tombs of India and the majestic gardens of Lahore, and the bold linear graphics of the northern tribes all converge in a mystic harmony that is uniquely Eastern. This collection speaks of home for Shehla and endeavours to inspire a similar sense of belonging for all those viewing it at Lahore PSFW 2014.
Shehla has worked tirelessly towards bringing cohesion to the many aspects of what symbolizes eastern design with many hours painstakingly dedicated to perfection. Working with her many artisans, she has also incorporated metal accents onto traditional embroidery in order to update an age-old tradition. Hundreds of chains, cascading like rivers, have been sewn on to a blouse and thousands of studs, that pay homage to lofty mountain peaks, have been incorporated onto hand worked gara jackets. The Samsara Collection boasts streamlined and flattering cuts as well as glamorous savoir faire that has become synonymous with the Shehla brand. In addition, Shehla has chosen this year to reinvent the time honoured sari with an aim to transcribe a quintessentially eastern garb onto an edgy, unorthodox silhouette. These pre-draped saris with their breathtaking blouses are a playful fresh take on an age-old ensemble that can be easily add drama to the red carpets of today.
Through this current collection, Shehla also aims to further her precept of creating a complete look by extending her design portfolio to include meticulously crafted jewellery which compliments her clothing and accessories line. Shehla’s clientele can rest assured knowing she offers a one-stop solution which paints a whole picture with clothes, bags, shoes and jewellery in tow, all born of a design philosophy that jump-starts tradition and sets the bar for innovation and glamour.