Having first launched in 2010 and spearheaded by entrepreneur Arjumand Amin, Mahnoush is a niche brand, which has fast gained renown for exceptional fabric quality and inspired design sensibility.
Quality is manifest most notably in the construction of the fabric with the brand exclusively using 100 percent Giza cotton, widely acknowledged as one of the finest cottons in the world.
With their summer 2012 collection, Mahnoush will introduce nine unique designs in two colour variations, in line with their tradition of showcasing one of a kind designs. This year’s palette includes vibrant summer colours as well as softer colour tones, thereby catering to a diversity of tastes.
Speaking about her upcoming collection, CEO & Designer of Mahnoush, Arjumand Amin said “At Mahnoush, we believe that summer prints should retain freshness and vitality to make them wearable and in sync with the season. With this collection, we have gone into much more detail than the previous two. In terms of design inspiration, I have gone into eighteenth century French sources as well as Ottoman designs. While some of my trademark motifs remain, the floral element is stronger this year. Furthermore, we will be providing embroidery as part of our lawn and as with the past two collections, our focus is in ensuring each one of our embroidered motifs is fully researched as are the designs themselves. In terms of fabric, I have incorporated more chiffon within this collection, specifically seen in the shift from lawn dupattas to chiffon with most of our prints.”
As always, Mahnoush’s seasonal designs are inspirations derived from its creator’s academic and aesthetic study of numerous books and museum sources. This deeply researched approach has resulted in several design ‘firsts’ within the industry, including the introduction of Chinese designs, the three dimensional ‘Trompe-l’œil’ necklace and the inclusion of a bird motif on the print itself. Furthermore, the brand’s ethos concentrates on the inherent strength and variability of design, negating the concept of mediocre design augmented by extra additions.
Mahnoush Lawn will be exhibited at Saleem Fabrics Lahore, from March 13, 2012 onwards.