This year, Mausummery celebrated its 15th anniversary by launching 19 designs with more than 50 colour-print combinations in the market.

Despite the lawn mania in the country, Ayesha Mansoor, director of the brand, still feels that any brand is a viable business provided there is a continued emphasis on quality and fabric. “The last five years has seen the entry of at least 25 new fashion brands.  This has actually created a lot of marketing focus on the segment, thereby helping us the most as we are considered to be among the pioneer brands,” says the woman who helped jumpstart the lawn craze in Pakistan.

Unlike other lawn brands – which use brand ambassadors to promote their brands – Mausummery has stayed true to its roots. “Our heritage is what propels us forward and we have very strong word of mouth support from our wonderful fans across the globe and, therefore, we do not need a brand ambassador,” says Mansoor.

Also unlike other lawn brands, Mausummery is not a seasonal product anymore. “Since we launched our Fall/Winter 2011 collection featuring linens, we have become an all-year round business,” says Mansoor.

In line with the trend of embellished lawns, Mausummery has also launched a range of fully embellished and embroidered lawn prints. A completely tech-savvy lawn brand, Mausummery is also available through their online shopping store to more than 25 countries across the globe.

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Photography: Yasir Sadiq

Model: Amna Ilyas

Coordination: Umer Mushtaq

This article was originally published in the April 2012 issue of Newsline under the headline “Fine Print.”