Pakistan-based brand Élan to foray in India

Pakistani designer Khadija Shah will launch her brand Élan in India. Shah aims at building a strong presence in the country. Her first goal is to develop a contact point with customers and then to continue to expand and even show collections at India’s fashion weeks.

Élan was launched by Khadija Shah in Pakistan in 2006 when she returned to the country after completing her studies in the UK. Shah was inspired by her mother’s talent for dress making and went from producing couture collections to adding in a ready-to-wear line. The brand specialises in traditional wear and also produces unstitched fabric.

As the designer looks at international expansion, India remains one of the most prominent and relevant avenues for her. She sees a similarity in ethos between the two countries. An added attraction is that India’s population is five times that of Pakistan.

The fashion powerhouse earned early success because of its intricately detailed and luxurious evening and bridal wear and body-conscious silhouettes. Recently added to the portfolio is Élan Vital, a casual avant-garde ready to wear diffusion line.