By Maliha Rehman
He’s one of Pakistan’s most seasoned menswear designers and he is now dipping his toes in the fast fashion pool!
It is irrefutable that Emraan Rajput has a keen eye for cuts, silhouettes, patterns and fabric selection. His attention to detail and knack for balancing innovation with subtle elegance has made him a coveted name in the realm of menswear. High-end designer-wear, however, though, tends to come along with a considerable price tag. However, Emraan’s just-launched sub-brand ERA by Emraan Rajput offers options that are easy on the eye and also, on the pocket.
It’s a funky new spin on the designer’s signature aesthetic. There are funky cuts and a varied palette of colors and prints in linen.
The pricing is the icing on the cake, ranging from Rs 8,000 to Rs 20,000 for a complete suit. While there are many high-street brands in the market focusing on gender-fluid everyday wear, it is interesting to note that high-end designers had hitherto not dabbled with fast fashion. ERA may just fill that gap, with its focus on young, edgy, easy breezy fashion created by a designer who has the experience and expertise of knowing exactly what works.
“We have an established market for our formal-wear,” says the designer, “and I felt that people would be interested in a clothing range that was well-constructed, of good quality and also economical.”
Hitherto, elaborate sherwanis and elegant suiting for men have been a hallmark of the Emraan Rajput brand. The designer is also renowned for his innovative editorial shoots. The very first fashion shoot launching ERA into the market is similarly well thought-out. The vibe is cool, very cool. A motley crew of young male models pose against a light brown backdrop. there are sea waves lapping at their feet and the accessories include beach hats, casual totes and patterned silk scarves.
It’s everyday wear with an edge, presented in images that remind you of the sun, the sea and the beach!
What’s next for ERA? “We’ll be coming up with regular seasonal collections,” promises Emraan.
ERA by Emraan Rajput’s debut line is available physically at Emraan Rajput’s store and also online.
What do you think?