Brace yourselves the Élan Spring/Summer lawn campaign is here! From concept to finish it truly enchants, transporting us to the 14th century historic city of Marrakesh. Featuring Nidhi Sunil, whose exotic beauty resonates with the surrounding mystical locations and is completely in sync with the splendour of the prints, everything falls into place with this campaign shot and directed by team NFK – Maha Burney and Nadir Firoz Khan.
A style travelogue theme dominates with Nidhi in the streets of the Dreamy desert city, that emanate serenity and an old world charm. Quaint and contemporary, colorful with intricately detailed florals , each print exudes a sense of luxury and splendor. Black and White statement pieces inspired by traditional Moroccan clothing and embroidery, and the occasional insertion of tassels suspended from the necklines or sleeves, were our favorite looks. More over we loved the subtle hints of city inspired architectural prints and motifs that were reflective of the beautiful Marrakesh, and were definitely a distinguishing feature of the collection. Larger than life flowers and leaves in bright hues on the dupattas added a gorgeous summery fun feel and most of all each print has a balance of palette, embroidery, and print with colours that complement without overpowering the design aesthetic.
The shot of the lone model standing against the forlorn yet romantic desert, dressed in a lovely blue pastel with the bare tree in the background, captures the essence of the campaign, celebrating a feeling of nostalgia and ethereal beauty. At once posh with modernity yet historically rich with memories, Elan lawn delivers yet again its ‘cut above’ creativity. A truly imaginative and mesmerizing campaign!
In stores and online at www.elan.pk from 19th March.
Shoot credits: Photography by Nadir Firoz Khan , Ceative Direction by Maha Burney, Styling by Mahnum, Maha & Mehrbano, Makeup and Hair Omayr waqar, Model Nidhi Sunil.
