Élan by Khadijah Shah, one of Pakistan's leading luxury fashion brands, announced their collaboration with renowned biking enthusiast Moin Khan on an exciting new project titled "Project Pakistan" at a press conference held at Veranda Bistro in Lahore on 26th June 2013. After his historic bike ride from California to Pakistan, Moin Khan, along with two other international bikers, is now embarking on a motorbike journey across Pakistan to discover the beauty and heritage of the country and disseminate a positive image of his fellow countrymen. In addition to co-sponsoring this initiative, Élan has designed a special line of sportswear which will be available at all Élan outlets and leading retailers nationwide under the label, Élan Sport.

Creative Head of Élan, Khadijah Shah and biking enthusiasts Moin Khan, Michael Philip Stewart and Kyle James Haggmark addressed an august gathering of journalists, friends, family and special guests on the occasion and spoke of how the "Project Pakistan" initiative would contribute towards projecting a softer image of Pakistan to foreign audiences. After the press conference, Élan unveiled their new exclusive line of sportswear and showcased the motorbikes which Moin Khan and his fellow bikers would be riding on their trip. The press conference was well attended and featured renowned designers, socialites, media personalities and other guests. Public Relations for the event was handled by Lotus.

Moin Khan will travel with foreign bikers Michael Philip Stewart and Kyle James Haggmark to Pakistan's famous cities and landmarks. Originally, more bikers had planned to accompany the team on their landmark trip, but as a result of the recent tragedy at the Nanga Parbat base camp at Diamer, a majority had to abandon their plans due to security concerns. The trip is tentatively scheduled for the last week of June 2013.

Speaking about her brand's involvement in Project Pakistan, fashion designer Khadijah Shah said, "Élan is proud to be associated with Project Pakistan and we strongly support Moin Khan's initiative to promote a softer image of Pakistan. Our brand is one which strongly believes in sports and leisurely pursuits, which is why associating with Moin Khan on this project was a natural decision to make. We are proud to announce a new exclusive sportswear line which Moin Khan and his fellow bikers will wear during their trip. The line features clothing which is practical and trendy enough to be worn casually for everyday use. We wish Moin Khan and his team the very best for their trip!"

Take a look at all the guests and celebrities present at the launch of Elan Sport and Project Pakistan including Meesha Shafi and Zara Peerzada!

Photos courtesy Faisal Farooqui at Dragonfly