Kayseria premier high street and fabric brand of Pakistan launched their flagship Kayseria Vision Store in Lahore on Saturday. At the inauguration, the Creative Director Kayseria Waleed Zaman introduced fresco artist Ustaad Saif-ur-Rehman who has been working closely with Kayseria on the design of the Kayseria Vision Store as well as on the prints of the second edition of the signature Master’s Collection.

The Kayseria Vision store represents the classic Kayseria ethos of embracing the heritage of Pakistan and fusing it with a contemporary aesthetic. The store’s design has incorporated the craftsmanship of fresco master Ustad Saif-ur-Rehman, who with his mastery of geometric and biomorphic patterns has helped craft the traditional multi-foil arches in the store.

Under the guidance of Ustaad Saif, Kayseria has incorporated the classic craft of fresco in its precise and traditional form in 84 intricate and trendy designs. The geometric lines and length and the exquisite patterns that have been meticulously designed represent the artistic fluidity of ancient fresco. The collection is further embellished by Chantilly Lace which gives a classic undertone to the eastern aesthetic. Combining the textile and fashion expertise of Kayseria with Ustad Saif’s knowledge of frescoes, Kayseria aims to re-introduce the timeless beauty of the traditional art of ‘Naqqashi’.

The Spirng/Summer 2015 collection at the store included prints inspired from Russian Babushka Shawls, Ukrainian embroidery and the Kantha embroidery of South Asia with special emphasis on the appliqué craft of Interior Sind ‘Ralli’. Contemporary designs in the collection have been inspired from an amalgamation of different art forms, borrowed from local and global crafts; fragments of design come together to create modern trendy patterns in the season’s best colours.

The launch of the Kayseria Vision Store was well attended by fashion industry stalwarts, celebrities and media personalities alike.