This November, the design duo of Ayesha Sohail and Somaya Adnan launch their e-store www.ayesha-somaya.com, making their fashion available and accessible to a global audience. With the e-store, the designers further reveal their latest ‘Zodiac’ collection, a range of digital prints coming together in a luxury pret a porter collection inspired by the 12 star signs in Karachi on 25th November; and introduce ‘Kalamkaar’ their Winter 13/14 Couture collection to be showcased at 7th Bridal Couture Week 2013 on 29th November in Lahore.
Indeed the Ayesha-Somaya e-store delivers to patrons in Pakistan and worldwide with free shipping within Pakistan and Cash on Delivery payment services. The one stop e-store containsa comprehensive range of current Ayesha-Somaya collections including heavy formals, semi-formals and prêt casuals with a separate ‘Made to Order’ section for more customized orders. A detailed size chart is also available on the website to help patronsin their selection decisions.
To coincide with its e-store launch, Ayesha-Somaya release their luxury pret a porter digital print collection, ‘Zodiac’. The label will be releasing twelve original prints inspired by each of the zodiac signs Aquarius, Pisces, Aries, Taurus, Gemini, Cancer, Leo, Virgo, Libra, Scorpio, Sagittarius and Capricorn as interpreted artistically through design and color by Ayesha-Somaya. The collection will be available to pre-order on Ayesha-Somaya’s e-store with a formal launch exhibition to be held between12:00pm and 8:00pm on 25th of November at the Ayesha-Somaya Design Studio and Flagship Store located on Commercial Street, Phase 4 of DHA in Karachi. Prices range from Rs. 12,000 to Rs. 20,000 forall items from the brand’s Zodiac Collection.
The Ayesha-Somaya duo will also be showcasing a brand new bridal couture collection at the 7th Bridal Couture Week 2013. Titled ‘Kalamkaar’, and as the name suggests, the collection is inspired from the old age art of Kalamkaari. The patterns stay true to their roots drawing on the tree of life, animal figurines and floral patterns within the core design ethos of an Ayesha-Somaya signature; feminine, romantic and sensuous. Expect luxurious cholis, trailing lehngas and fusion jackets in dynamic shades of ivory, gold, rusts, orange, olive and red which give a new twist to the Kalamkaari story.
The collection also features hand crafted embroidery work with Zardozi, Kamdaani and Silk thread woven in luxurious cotton nets, silks and jamavar. Kalamkaar will be available for custom order at The Ayesha-Somaya design studio and e-store, immediately following its runway debut.
Speaking on the launch of Ayesha-Somaya’s e-store, Zodiac and Kalamkaar collections; Ayesha Sohail and Somaya Adnan said: “One of the most essential traits that every business needs to have is the ability to adapt. Setting up an online store isn’t just about reaching a new customer base worldwide, but also about being available seven days a week, twenty-four hours a day to our clients. After endless emails and Skype appointments from outside Pakistan we finally decided it was time to move into the next generation of retail.
At the same time, we are also pleased to announce the launch of two new collections back to back. Kalamkaar is inspired by the time honored craft of calligraphy which is widely celebrated in the subcontinent and dates back to the 18th century. The Zodiac collection is our interpretation of the 12 celestial avatars as manifested through practical and chic fashion design. Both collections celebrate the ancient and the mysterious and have been integrated into our designs, cuts and patterns to create fashionable ensembles for the style conscious consumer.”
The Ayesha-Somaya brand has come to be known for their feminine and elegant designer wear, encapsulated within their collections range, including Pret Wear, Haute Couture and Cocktail to Smart Casual Wear (BASICS) along with their annual collection of designer lawn.