Designer Debut: Shamaeel’s New Pret Label ‘Tughra’ Previewed and BTS Couture Shoot!
We have had a case of the looming Shamaeel love bug ever since her Oriental break through collection showcased at FPW5. Since then it has been a constant stream of one after another impressive capsule collections be it for Eid exhibitions or for the recent TDAP show. The designer is having a brilliant creative outburst as she now announces the unveiling of her brand new pret label; Tughra to be launched at her upcoming winter exhibition in Lahore. The exhibit will also carry her latest range of winter wedding formals and we bring you the first exclusive preview of both, captured behind the scenes at the designer’s yet to be released collection shoot!
‘Tughra’, named after the Turkish Ottoman calligraphic seal bestowed on individual sultans, promises luxury high fashion pret wear on an affordable commercial scale. As upscale designer prices continue their upward trend thereby targeting a mere handful, there is a considerable gap in the market for chic semi-formals that are in growing high demand by mainstream circles compising price conscious younger fashionistas, who are continually becoming more aware and in tuned to modern age fashion. Shamaeel describes her new line as ‘young, regal wear on a budget’ that has been built on the framework of separate coordinates to include scarves, trousers, tunics, and kurtas. The line will include modern and experimental cuts, fun graphic prints and embroideries, and a statement color palette all the while bearing the hallmark of the signature Shamaeel philosophy of feminine, fluid luxury.
At the same time, Shamaeel gives us a glimpse of her winter wedding formals. These are especially beautiful and we love her use of handwoven silk brocade jackets and vests richly embellished with gold thread work, gota, and zardozi handcrafts. The designer is reputed for the absolute royalty exuded by her bridals that feature myriad different elements combined. The stately Mughal era tapestries and mystic vintage mood board are defining signature characteristics also found in this collective, however on a more current contemporary silhouette.
Lahore mark your calendars for the 7th and 8th of December to visit the launch of both collections that will also be available for orders in Karachi and internationally. Tughra will be available for retail at Shamaeel stockists shortly after the official launch. Stay tuned for the complete shoot coming out soon!
Exhibition details: 7th and 8th December at 38-L, Gulberg II, Lahore. Timings:11am-8pm.
Shoot photography: Yellow Jacket Studio | Makeup and Hair: Rukaiya | Model: Abeer Adeel
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