Shutterbug: Ayesha Farook Hashwani Announces the Debut of PURE By AFH SS’15 Preview!
The Ayesha Farook Hashwani design house adds a brand new line to their pret wear this June! PURE by AFH will soon be a permanent feature of the in store and online signature ready-to-wear collections as limited edition capsules. Specializing in digital printed tunics with light thread work and a stronger focus on print, PURE moves away from heavy weight embroideries into the sphere of chic casuals available in cool supple cottons and lawn. A fun and fresh amalgamation of geometric and kaleidoscope print play working as both fusion tops and desi tunics depending on how you style it – belted and popped at the waist for hot summer dinners or worn with tights or trousers casually in the day.
Ayesha’s philosophy behind introducing ‘PURE’ is simple, “Catering to the weather, if I could wear a cotton top that looks funky enough for the evening, I wouldn’t bother with silks!” While the price points for the new line fit nicely into the high street range drifting between Rs 5,500 to Rs Rs 9,000, the volume factor takes exclusivity into account with only limited numbers retailed for each designed and a consistent stream of new designs to avoid falling into the mass market homogeneity trap. A few of the designs will allow for a little more detailing with crystal embellishments, stylish and formal enough for iftars and Eid as well. Here’s an exclusive first glimpse at first PURE prints with more details coming very soon right here. Watch out for the debut capsule of PURE arriving at the AFH boutique at Dolmen Mall and at their Estore by the first week of June!
AFH store: Dolmen Mall 2nd Floor, Clifton, Karachi | Shop at http://www.afhashwani.com/shop/
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