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J. launches its Spring Summer Collection 2018


J. launched its Spring Summer Collection 2018 at Dolmen Mall Clifton on February 24th, 2018. The Collection titled #RungHumSeHain features a fresh fusion of traditional ethnic style with a clash of contemporary baroque and realistic floral designs.




Keeping in line with the theme, the collection features fresh new color palettes in both unstitched and stitched pret wear. #RungHumSeHain Volume 1 will be available in J. stores nationwide as well as online.

About the Brand:

In 2002 J. became the first major fashion brand to cast no model in their campaigns. We as a brand believed that everything starts at home and wanted to be a brand that deeply connects with its culture. Be trendy yet modest or call it a Contemporary style culture! Today the move comes as modest fashion! As it has gained momentum and is supported by changing industry values towards the representation of women of different background and ethnicities.

Ayesha Ahmed, GM strategy J., expressed herself on the occasion as: ‘If we look around not only local brands but international brands including DKNY, Mango, Tommy Hilfiger, Nike and Burberry have taken extra steps to cater to their clientele in the Middle East, while Halima Aden made history last year by being the first hijab-wearing model to grace the cover of Vogue.

If u ask me J. is about an attitude, it is all-inclusive to any woman from any faith, background or age who chooses to take a stand in how they present themselves.

We are proud to launch our incredible Spring/Summer Collection 2018. Our very contemporary style culture collection.’


Sundus is a Media Graduate from Kinnaird College Lahore. Writing and Reviewing is her passion that she takes out at

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