Around Town

‘So Kamal’
Collection is Out

May 2020

Pakistan’s premium retail brand, So Kamal, has launched its new Spring-Summer 2020 Collection featuring model Mushk Kaleem. The collection takes inspiration from the rich vibrancy of spring and crafts a blend between tradition and modern design philosophy. The collection has a wide range of intricately-crafted ensembles, all of which are artistically illustrated in prints and embroideries to present a complete look for every occasion.

With the collection, So Kamal has also introduced its #SoKamalGirl initiative as a platform and narrative under which its entire brand campaign for 2020 will be introduced. Under this new campaign, they will be exploring a series of creative, progressive and powerful initiatives for women. This will include scouting, nurturing and giving a platform to new talent in fashion, the arts and creative fields; championing causes and organizations, working towards key issues such as women empowerment, financial inclusion of women and spreading awareness about women’s rights. The #SoKamalGirl is on its way to evolving into a movement of mindsets which puts women at the very heart.

The So Kamal collection is an assortment ranging from 100 to 150 unique design and has a varied palette, from urbane mid-tones to pastels with joyful multi-colours, impeccable solids, vibrant ombre and powdery rainbows. Dupattas in the collection range is made from a series of diverse fabrics, from printed jacquard brosha, dyed embroidered jacquard, paste-printed chiffon, embroidered organza, printed tissue silk, gold motif jacquard, embroidered textured organza and embroidered net.

The collection is a lot of sophistication and glam and a variety of shades and styles. The pieces in the collection are available at accessible prices, from a minimum of PKR 950. These are vailable nationwide at all So Kamal retail outlets and online.