The House of Pasha, Pakistan’s premium quality lavishness fabric manufacturers, launched their first women wear line titled ‘Noor by Pasha’. With the debut of their Eid Collection 2014 on 21st June 2014. This collection by the House of Pasha heralds a brand new concept in summer fashion for women. With Pasha specially developing a bespoke fabric titled Flex Weave for this collection. With a unique stretchable property though it is 100% natural fiber. It absorbs dampness successfully, has exceptionally good drape quality and is highly comfortable in summer. The prints and embroidery have been exclusively designed by the talented artist Sahar Noon. Aided in regard to fabric consultancy by the leading fashion personality Sara Shahid of Sublime.
The launch of Noor by Pasha was attended by fashion and social personalities alike with seasoned and coveted designer Nilofer Shahid in attendance as chief patron. The event was managed by Aamir Mazhar with PR by Lotus PR. Speaking about the collection, Khawaja Ahmed Usman, the CEO at Pasha Fabrics stated: “At Pasha, we have a passion for weaving fabric. We work with consultants and artisans across the globe and in Pakistan and research and develop the finest luxury fabrics and designs. Noor is our first initiative to manufacture women swears. It was our desire to create a better quality and more elegant fabric than lawn for women’s summer wardrobe.
Lawn tends to wrinkle very quickly, has no fall as such and clings to the body in hot perspiring weather. It is a high tech fabric, made of 100% natural fibre that has a special stretch factor; its deeper texture gives greater richness to the design and vibrancy to the colors; it drapes down very smartly; it has effective moisture control, is more wrinkle free and light and comfortable to wear. I feel that Flex Weave will completely revolutionize woman’s fashion in future.”