Lahore, 20 October 2012 - Pioneering urban fashion brand, STONEAGE launched their latest campaign, ‘Denim Forever’ featuring cutting edge model, musician, actor Meesha Shafi and motorcycle enthusiast, adventurist Moin Khan of A Different Agenda, as their ambassadors.
With a brand new flagship store at the retail hub of M.M. Alam Road Gulberg Lahore, STONEAGE celebrated the launch of their store and campaign with an interactive event at their flagship outlet featuring a unique music performance by Charpayee, a band known for using everyday items to make music. Charpayee used various surfaces from the STONEAGE store and constructed a custom soundtrack during the course of their live performance at the event. At the event, brand ambassador for ‘Denim Forever’
Moin Khan was revealed. The event was managed by Imagination with PR by Lotus.
In attendance at the event were leading personalities, fashion designers, stylists, musicians, models and media personalities alike, including: The entrepreneur behind STONEAGE Shoaib Shafi; Associate VP STONEAGE Babar Rashid Khan, Fashion Designer Faraz Manan, Models Mehreen Syed and Nael Ahmed, Jeweller designer Shazia Deen, musician Farhad Hamayun and Bilal Qureshi of Dekho.com.pk.
The store launch also marked the introduction of STONEAGE’s fall/winter collection for 2012 – ‘celebrating individuality’. Using earthy tones throughout the line, the design team has used subdued hues supplementing these with bright contrasts with their signature fabrication and variety. STONEAGE will also be launching their Corporate Social Responsibility (CSR) initiative in November 2012 with the brands’ first commitment to support Moin Khan to launch his motorcycle foundation to impart motorcycle riding lessons to the women of Pakistan.
“This new store symbolizes a different philosophy that we intend to pursue moving forward. We’ve molded our desire to be fashion forward with a consumer first approach. The campaign, as well as the store, is an idealistic pursuit of championing our national heroes and the abundance of natural beauty found within Pakistan” said Babar Rashid Khan, Associate Vice President – STONEAGE on the occasion.
Speaking about being revealed as brand ambassador and part of the STONEAGE family Moin Khan said “Made in Pakistan is something I long to hear, it’s just doesn’t happen anymore and when it does you’re usually skeptical about what it might turn out to be. STONEAGE is changing that with their country and people centered approach. On top of that the CSR work planned for the following year with projects like empowering women by teaching them how to ride motorcycles is going to help liberate Pakistani women and that just sweetens the deal. I’m excited to be a part of the change that STONEAGE is trying to bring!”
STONEAGE was established in Pakistan in 2004 primarily as a denim brand, and has since grown to become a complete westernwear brand with 19 stores across 8 major cities in Pakistan and 3 in UAE.
Story first published: 7th November 2012