Premier designer textile house Kayseria launched its customer-focused Loyalty Card Programme at an exclusive launch event held at Faletti’s Hotel on 15 June, 2014 in Lahore.

At the same event, the brand showcased an exclusive preview of their Eid collection 2014 titled ‘Shaadianeh’ which was followed by a musical performance by Pakistani pop legend, Sajjad Ali.

 The new Eid collection paid homage to several eras of the previous century, from the essence of pre-partition ‘Daur-e-Nawab’ and Amir Khusro’s Shaadi Kalaams, to the after partition 1950s film era glam of vintage cars and the retro-era of cat eye liners of the 70s, as well as an interpretation of current prevailing trends. With the fashion presentation styled by the creative team at Nabila’s and choreographed by Fia, Shaadianeh ranges between PKR 1,250 to PKR 6,000.

 The event was addressed by Hamid Zaman, Managing Director of Sefam (Parent Company of Kayseria) and CEO of Kayseria, followed by the awarding of the first series of loyalty cards to 8 loyal Kayseria customers by Mr.Zaman and Kayseria patron and Sefam Executive Director, Seema Aziz. The event also featured a reveal of ‘Kayseria Films’, a project capturing the spirit and art of the brand through their debut of a special film based on ‘Shaadianeh’ as directed by Abdullah Harris.

 Hosted by model Nadia Hussain, the event was attended by fashion designers, musicians, stylists, media personalities and Kayseria patrons alike including designers Fahad Hussayn, Mohsin Ali, Ali Xeeshan, Rana Noman Haq, stylists Rana Khan Fawad and Khawar Riaz, media personalities Huma Amir Shah and Maria Memon, filmmakers Steve Moore and Sarah Tareen, musicians HaroonShahid and Farhan Ali and biking enthusiast Moeen Khan to name a few.The event was managed by Bilal Mukhtar Events with public relations by Lotus PR. 

 Kayseria’s loyalty card programme and the new Eid collection are now available at all Kayseria stores nationwide. ‘Kayseria’ as the name suggests is synonymous with the Jogi, the pilgrim adorned in the unstitched Saffron robe. The Jogi sets out to discover the beauty that transcends this world’s confined concepts and journeys onto something magical and majestic. The brand, originally conceived by Mr. Hamid Zaman, is perhaps among the pioneers of Eastern fashion brands in the country to have a dedicated research and development department led by an experienced and qualified artist & designer, Mr. Waleed Zaman, Art Director of Kayseria, Magic in Print.