Noor By Saadia Asad’s Spring/Summer 2017 collection titled as Dastaan-e-Noor is to launch in their flagship store and nationwide in all leading retail stores soon.
The collection promises to be not only unique in terms of its design aesthetics but also has a greater cause associated with it, this year Saadia Asad joins hands with Cancer Care Hospital and Research Center, a percentage of sales from this collection will be donated to the cancer patients.
Cancer Care Hospital and Research Center aims to provide a standard of care to cancer patients especially to poor, non-affording, underprivileged cancer patients without any discrimination, appreciating the broad principle of human rights that every human being has a right to medical care and no one is to be denied access to available resources.
Dastaan-e-Noor, Luxury Lawn collection by Saadia Asad takes inspirations from different botanical elements from all around the world with a fusion modern jewel ornaments.
The collection consists of 16 distinct designs and each design holds its own story. The design details highlight beautiful layering of bold patterns with a modern twist to it.
With vibrant silk and chiffon dupattas, embroidered add-ons and patches in a perfect summer colours, the collection has all the oomph of luxury wear and the practicality of lawn.
Speaking about her latest collection, Creative Director Saadia Asad said, “I dedicate this collection to my late father Khawaja Muhammad Ashraf, the great man whose belief and love made me the women I am today, who always believed in me and stood by my side through every journey.”
“I would also like to take this moment to dedicate a percentage of the sales from the collection for the rehabilitation of cancer patients,” she said.
“This summer our lawn prints are all about storytelling.”
“Every print has been designed with a different character and holds a story behind it,” Asad said.
As a fashion brand, Noor by Saadia Asad is best known for its print luxe collections for all seasons. The brand’s inspiration is a combination of modernism with a blend of old school charms of Pakistan and the West.
Saadia Asad as a brand began its journey in 2009 with the purpose of taking its part in Pakistan’s rising fashion industry as a luxury pret brand.
In 2014 the brand made a mark as a print luxe with the launch of its first Spring/Summer luxe collection under the name of Noor by Saadia Asad