[Lahore: 8th March 2015] Pakistan’s premier high street and fabric brand Kayseria inaugurated their flagship Kayseria Vision Store in Lahore on Saturday, 7th March 2015. Located in the prime commercial area of H Block Market, DHA in Lahore, the flagship store is a representation of the quintessential Kayseria ethos of embracing the heritage of Pakistan and fusing it with a contemporary aesthetic. The store’s design has incorporated the craftsmanship of fresco master Ustad Saif-ur-Rehman, who with his mastery of geometric and biomorphic patterns has helped craft the traditional multi-foil arches in the store.

At the inauguration, Creative Director Kayseria Waleed Zaman gave a brief presentation explaining the vision of Kayseria and introduced fresco artist Ustaad Saif-ur-Rehman who has been working closely with Kayseria on the design of the Kayseria Vision Store as well as on the prints of the second edition of the signature Master’s Collection. Waleed Zaman also announced that he will be accompanying Ustaad Saif on a trip to the United Kingdom to further promote his work through a series of workshops and exhibitions. Renowned architects Imrana Tiwana and Ayesha Noorani spoke about the importance of art and highlighting the work of lesser known artists such as Ustaad Saif-ur-Rehman. The event included a live classical music performance while guests browsed through the Spring/Summer 2015 collection on display. The launch of the Kayseria Vision Store was well attended by fashion industry stalwarts, celebrities and media personalities alike.

Under the guidance of Ustaad Saif, Kayseria has incorporated the classic craft of fresco in its precise and traditional form in 84 intricate and trendy designs. The geometric lines and length and the exquisite patterns that have been meticulously designed represent the artistic fluidity of ancient fresco. The collection is further embellished by Chantilly Lace which gives a classic undertone to the eastern aesthetic. Combining the textile and fashion expertise of Kayseria with Ustad Saif’s knowledge of frescoes, Kayseria aims to re-introduce the timeless beauty of the traditional art of ‘Naqqashi’.

The Spirng/Summer 2015 collection further includes prints inspired from Russian Babushka Shawls, Ukrainian embroidery and the Kantha embroidery of South Asia with special emphasis on the appliqué craft of Interior Sind ‘Ralli’. Contemporary designs in the collection have been inspired from an amalgamation of different art forms, borrowed from local and global crafts; fragments of design come together to create modern trendy patterns in the season’s best colours.

Kayseria Summer 2015 is now available for retail at all Kayseria stores across the country in the price range of PKR 1,000 – PKR 8,000.

For more information, please visit: www.kayseria.com orhttps://www.facebook.com/Kayseriapk

Photography Credits: Pinhole Studios