EK store includes couture and formal wear. She unveiled her new bridal collection at launch. Erum’s design ethos based on bringing together attractive cuts and colours with embellishments in a way that is not overshadowed by others; rather they flow together naturally. Her new collection consists of innovative cuts like long shirts, lehnga, angrakhas and open gowns. The collection came in contemporary and stylish cuts merged with the combination of conventional and unconventional embellishment with a colour palette based in bright colors with a blend of pastels and earthy tones and is based on organza and net with a lot of sequences, gota and pearls.
On the launch of her store, Erum Khan said, “I am very glad that I am getting a very good response from Lahories. I found very humble and loving people here. Opening store in Lahore is my big project. I have brought my new collection which is unique and very different from my rest of the collections. Designing clothes have always been my passion. Now I have entered in Lahore market, I am feeling proud to be the part of it.”
Being specialist in Couture, Erum made her name in fashion industry in a very short span of time. She started her journey in 2005.Her eye catching designs stand out for their blend of eastern and western cuts and abstract forms which accentuate by vivacious trimmings.
EK Store in Islamabad is currently located at819,Chaklala Scheme III, Rawalpindi.Her Lahore store launches at the First floor OPTP building, MM Alam Road Gulberg Lahore on June 13, 2014.