Fashion weeks are a platform where all the ends of fashion industry integrate and put a collaborated effort in commercialising the fashion industry together.
Fashion weeks announced and celebrated so far in Pakistan have raised the awareness of fashion among the public, motivating them to prefer the designer products instead of the ordinary.
The trend of celebrating fashion weeks is new in Pakistan, as PFDC (Pakistan Fashion design Council) has just started arranging for such platforms under the patronage of some fashion brands such as Sunsilk and L’Oreal.
PFDC announced its debut fashion week with Sunsilk in 2009, which was to be held in February 2010. The fashion week featured 4 days of fashion by over 32 designers, including the established names and emerging talents. The fashion week presented forth several ramp shows everyday where different designers showcased their latest collections.
Participating designers included Ali Xeeshan, Ammar Belal, Asifa & Nabeel, Asian Institute of Fashion Design, Body Focus Museum, Élan by Khadija Shah, Hajra Hayat, Hoorain, HSY, Kamiar Rokni, Karma, Khaadi, Maria B, Mehdi, Munib Nawaz, Muse, Nayna, Nickie Nina, Nida Azwer, Nomi Ansari, Pakistan Institute of Fashion Design, Rehana Saigol, Rouge, Saai by Sahar Atif, Sadaf Malaterre, Sarah Salman, Shaiyanne Malik, Sobia Nazir, Sublime by Sara Shahid, Tazeen Hasan, Teejays by Feeha Jamshed, Yahsir Waheed and YBQ.
PFDC announced to celebrate Sunsilk Fashion Week, twice a year in different cities, and thus the trend of fashion weeks was set. Till then, PFDC is perpetually providing a sustained platform highlighting the Pakistani design prowess, craft and aesthetic. Indeed the main objectives of these fashion weeks are not only to showcase the country’s diverse repertoire of creative talent but to create meaningful business relationships and to facilitate interaction between designers, trade buyers and the media.
Fashion weeks are platforms which encourage the business of fashion, awareness of fashion, and infuse new and fresh talent into the industry. The main thrust of the Fashion Weeks is on the industrial application of creativity which translates into production and exports of value added garments from Pakistan.
Not only this, but PFDC Fashion Weeks are a platform to map Pakistan on international fashion week circuits. Fashion weeks provide a complete synergy between three aspects of business. The designers, the crafts people, and the textile industry work together in a planned, cohesive and sustained manner to add value to previously simple products. Pakistan has an incredibly rich history of arts and crafts – which has provided the bedrock of our fledgling fashion industry. Through these fashion weeks, PFDC endeavoured to show the world that despite the unstable political situation of Pakistan, Pakistanis are continuing to nurture and promote their creative heritage.
The trend of fashion weeks is now established, as PFDC keeps arranging such fashion weeks. In Lahore, PFDC has announced a fashion week with L’Oreal in December 2011. The fashion week contained a team of fashion designers, jewelry designers and makeup artists all of whom showcased their bridal trends for 2012 at PFDC L’Oréal Paris Bridal Week 2011. Designers’ showcasing at PFDC L’Oréal Paris Bridal Week included both those traditionally inspired and others more contemporary, including; Ali Xeeshan, Asifa & Nabeel, Emraan Rajput, Fahad Hussayn, Hassan Sheheryar Yasin [HSY], Karma, Maria B, Nida Azwer, Rouge, Sara Rohale Asghar, Sonia Azhar and Umar Sayeed.
PFDC Sunsilk fashion week, showcasing the spring and summer fashion trends 2012, held in October 2011. PFDC Sunsilk Fashion Week 2012 staged and included daily exhibitions of collections showcased. Among the participating designers there were Adnan Pardesy, HSY, Khaadi, Muse, Nickie Nina,The House of Kamiar Rokni & Zaheer Abbas who selected through their shows on the PFDC Sunsilk runway. Among the latest ventures, PFDC has announced a fashion week in collaboration with Unilever Pakistan. The event is planned to be held this April. The details of participating designers have not been announced yet.
