Ideas Pret showcased their Floral Raj collection at FPW

Ideas Pret, one of Pakistan’s leading high street brands, showcased their The Floral Raj collection at FPW on 13th March in Karachi. The Floral Raj is the latest collection from their Bespoke line, comprising of hand-worked luxury separates in pure silks, chiffon, cotton and organza.

This formal collection consists of luxury evening wear separates in a range of contemporary silhouettes. The collection moves from a subtle palette of dusky rose, ecru and white to soft and deep greys accented with gold and touches of jewel tones.

The Floral Raj is based around the theme of Victorian Glasshouses meets Mughal art. The Victorian era was a time of great exuberance, exploration and experimentation. Victorian glasshouses brought hothouse luxuries into the realm of the affordable. Similarly Ideas Pret brings high fashion within the reach of a wider audience. The design team used linear architectural elements, Mughal figures and floral motifs to translate this concept into a wearable collection that is effortlessly stylish.

The collection combines intricate embroidery and signature prints that draw inspiration from Mughal miniatures and linear architectural elements that represent Victorian glasshouses. Bugle beads, sequins pearls, and resham embellish detailed digital prints and textured or structured fabrics.

Ideas Pret presented modern wraps, jackets, statement destructured pants and stylized kaftans that are steeped in local craftsmanship and emulate the vibrance of the Victorian era. From peplums and corseted tops to voluminous sleeves, the silhouettes were redolent of the style of the period. Elegant east/west fusion silhouettes were delicately embellished in streamlined, chic pieces that can be mixed and matched in myriad ways. Perfect for the modern woman who appreciates the craft and heritage of the subcontinent.

This bespoke Ideas Pret collection showcased both the embroidery techniques of their formal collections and the exceptional digital printing that is the hallmark of their everyday pret.

The Floral Empire collection is part of the Bespoke line that will be available at flagship stores in selected locations across Pakistan, on an order-only basis.

Founded in 2003, the Ideas by Gul Ahmed is a premium pret retailer best known for their elaborate digital prints and exceptional quality. The pret label exclusively uses the unique fabric of their renowned parent brand, Gul Ahmed and offers a range of pret ranging from daywear to formals.

One of the first high street brands to offer the convenience of pret, Ideas by Gul Ahmed is a household name in Pakistan. The brand has over 70 stores all over the country, located in prime shopping locations in most major towns and cities in Pakistan.

For further information on Ideas by Gul Ahmed please visit:


Instagram: @ideaspret


FHM Pakistan

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