LAHORE - Celebrities and socialites stormed the busiest MM Alam Road of Lahore to attend the glitzy glossy launch of Erum Khan’s (EK) flagship store. With this store, the acclaimed fashion designer is all set to conquer the Lahore market. Her high spirited presence in almost all recent fashion weeks has made her the first choice of all brides and other formal wear lover ladies. The EK store includes couture and formal wear. She unveiled new bridal collection at the launching ceremony. Erum’s design ethos based on bringing together attractive cuts and colours with embellishments in a way that is not overshadowed by others; rather they flow together naturally. Her new collection consists of innovative cuts like long shirts, lehnga, angrakhas and open gowns. The collection came in contemporary and stylish cuts merged with the combination of conventional and unconventional embellishment with a colour palette based in bright colours with a blend of pastels and earthy tones and based on organza and net with a lot of sequences, gota and pearls.On the launching ceremony of her store, Erum Khan said, ‘I am very glad that I am getting a very good response from Lahorities. I found very humble and loving people here. Opening the store is my big project. I have brought my new collection which is unique and very different from my rest of the collections. Designing clothes have always been my passion. Now I have entered in Lahore market, I am feeling proud to be the part of it.”Being specialist in couture, Erum made her name in fashion industry in a very short span of time. She started her journey in 2005. Her eye catching designs stand out for their blend of eastern and western cuts and abstract forms which accentuate by vivacious trimmings. The star studded gathering was attended by renowned socialites, celebrities, aspiring designers and media personnel. While talking to media, actress, model and host Fizza Ali wished Erum Khan good luck for her new venture. PR of the event was handled by Fashion Circus and Savy Pr.This news was published in The Nation newspaper. Read complete newspaper of 17-Jun-2014 here.