Since then, the designer has establishing a distinct brand presence in an increasingly competitive industry with the brand’s philosophy to custom-make each piece with meticulous attention to detail, craftsmanship and embroidery such that each piece is modern and sophisticated. Each piece is often an exotic miniature featuring detailing and threadwork and the brand is known for creating new techniques in embroidery, cuts and detailing.
Though Layla Chatoor is synonymous with high quality bridal wear, she now also designs luxury pret and occasion wear using rich, opulent fabrics such as tulle, lamé, silks and chiffons. Her forte lies in her unwavering attention to detail and meticulously researched motifs. She likes to experiment with structure and silhouettes often opting for a streamlined frame that balances the traditional with the contemporary. Layla also produces luxury accessories to complement her ensembles using the highest quality leather, fabrics and gemstones.
Layla Chatoor’s work has garnered much commercial acclaim locally, through participation in events such as PFDC L’Oreal Bridal Week 2012, and abroad through events such as Bridal Asia Dubai 2002. To keep their product lines current and relevant, the label releases new collections biannually to coincide with the spring/summer and autumn/ winter seasons. ‘Ayesha – all the leaves are brown” is the brands first luxury/pret runway showcase in Pakistan atPFDC Sunsilk Fashion Week being held in April 2013.
For her PFDC Sunsilk Fashion Week collection “Ayesha – all the leaves are brown”, Layla Chatoor has drawn inspiration from the vintage 1931 print ‘Ayesha’, as maintained at the coveted Victoria & Albert Museum archives, consisting of landscapes of leaves, entwining blossoms, birds, deer and sprays of florals. For this collection, Layla has engaged zardozi embroidery, incorporating a traditional zardozi technique with a modern laser cutting to create fashion that looks to the future. The collection further includes unique leather cutouts and channels cuts and silhouettes that are aristocratic, glamorous and elegant, with a touch of poise and individuality – a modern day Grace Kelly. To this end, the designer’s creations include regal robes, draped dresses and peplum skirts in colors inspired by autumn leaves including browns, olive greens, rusts, yellows, coral and deep maroon and ivories being a summer staple with a hint of antique gold.
With ambitious plans for expansion, the brand has commenced stocking at PFDC Boulevard New Delhi and retails through their flagship store in Karachi and PFDC Boulevard in Lahore. Layla Chatoor’s ensembles are also available online at the Style 360/ Labels e store. The brand’s flagship store is in Karachi at 14 Kh-e-Muhafiz, Street No. 5, Phase 6, D.H.A., and Karachi.
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