Khadija Shah is known to one of the most enterprising and organised fashion designers of Pakistan. Her success in launching Elan and building the brand is exemplary of her skills as a designer and businesswoman. She started Elan in 2006 with only formal wear and quickly through her creativity and style fused eastern aesthetics with western fashion.

The quality of embroidery stitching of the threadwork, beadwork and sequence is highlighted with modern motifs on a neutral colour palette. Elan created exclusive designs that stood out for their high-quality craftsmanship and soft intricate details. There is a wide variety of Elan collections including silk, cotton net, organza, lawn, chiffon, tulle and satin silk.

Fashion Collections

The fashion house now has different sub-collections under the major categories of Unstitched, Pret, Wedding luxury and Vital. 

Unstitched Lawn 

The seasonal unstitched printed fabric collection that is released during spring, summer and winter was first launched in 2012. The unstitched collection has a mid-range price point for the seasonal wear that includes Festive, Lawn, Winter and Silk. Elan is a designer fashion house that has its own aesthetic and brand identity, their mass-produced collections go out of stock as soon as they are launched into the market.

The lawn collection has a total of 24 designs each individually uniquely composed keeping in mind a theme and colour. The summer collection has 3-piece unstitched suits that started with fully embroidered front panels, applique pieces with decorated necklines on organza and silk borders to enhance the shirts overall look, but more Elan has moved away from traditional panel shirts into more tropical visual language.

The silk dupattas with high-quality digital printing are still significant to the lawn collection and have been further incorporated into the front panel of the shirt. Now designs have large structural elements making them more architectural and contrasted with botanical patterns. The cloth is of high quality and does not bleed when shrunk for stitching. The pants have replaced shalwars to make the shirts look contemporary and European in style.

The embroidered patches and pieces are styled according to the brand's core values, as they clour coordinated and understated with fine threadwork and modern ethnic design. 

Typically a suit will have:

Digital Printed Dupatta (Pure Medium Silk) 2.50 Meters
Printed Shirt Front (Pima Lawn) 1.25 Meters
Printed Shirt Back (Pima Lawn) 1.25 Meters
Printed Sleeves (Pima Lawn) 0.65 Meters
Printed Trouser (Pima Cotton) 2.50 Meters
Embroidered Neckline (Satin Silk) 02 Pieces
Embroidered Back Yoke (Satin Silk) 01 Piece
Embroidered Sleeves Border (Satin Silk) 2.30 Meters
Embroidered Trouser Border (Organza) 1.50 Meters