Pakistan, March 17 -- Many complain about designer spring/summer collections hitting the stores too soon, at a time when a major chunk of Lahoris are still wearing their sweaters or socks to bed. It would take a brand much more than mere advertising to get people off their beds and hit the stores in order for them to get their hands on a brand's newest lawn collections.

Fashion and lifestyle brand So Kamal seems to have done just that with their latest S/S 2019 lawn collection that launched nationwide earlier this week.

"Understanding the local market and trying to get inside the head of a regular shopper is a daunting task, but if you are successful in doing so, the market is your oyster. We opted for distinctiveness, uniqueness and fl...