Ideas is a pret label that’s quietly been re-inventing itself. Although there’s a tendency to associate Ideas with their best-selling bedlinens and towels, their pret design team has been coming up with some winners. Personal favourites include their lovely embroidered cotton trousers and their recent Independence day collection, both of which are great examples of high street fashion – trendy and affordable.


Their latest Digital Dreams collection is a range of digitally printed cambric and silk kurtas that draw inspiration from heritage architecture, flora and fauna. With an autumnal yet bright palette, the kurtas are both attractive and chic.

The campaign was shot by NFK Photography


The collection has been shot by the talented Nadir Firoz Khan of NFK Photography and features top model Amna Babar. These are the type of kurtas that can be easily dressed up or down depending on the occasion. Simply perfect for the Pakistan’s late summer.


The cambric kurtas will retail at a pocket-friendly Rs2,800 to Rs3,600 while the silks are also very affordable, priced from Rs8,000. The superior digital print quality gives these kurtas a luxe feel that seems more expensive than it is.

The Idea Pret Digital Dreams collection launches nationwide at Ideas stores from 13th September and I’m hearing that they’ll be having a flash sale that day. Follow Ideas Pret on Facebook or Instagram (@Ideaspret) for more info.


Salima Feerasta

Salima Feerasta is chief editor of and one of Pakistan's top fashion and lifestyle journalists.


  1. Mohammad Ali Reply

    I need to ask, what’s your procedure to publish Designers Collection in your blog. Only renown designers or emerging ones also considered.

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