An exciting initiative by the Pakistan Fashion Design Council (PFDC) and Sunsilk, February 16th – 19th 2010 marked the debut of the first ever fashion week in Pakistan. The PFDC Sunsilk Fashion Week was held in the historic city of Lahore and featured four days of fashion by over 32 designers, encompassing both the leading names from the industry as well as emerging talents. Each day featured eight ramp shows with eight distinct designers who showcased 20 creations from their respective collections. The debut PFDC Sunsilk Fashion Week was styled and choreographed by the creative team at Sabs the Salon and managed by Catwalk Productions with Public Relations by Lotus.
Participating designers include 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.
Announced in 2009, the Fashion Week will be held twice yearly within different cities of the country and aims to provide a sustained platform highlighting the Pakistani design prowess, craft and aesthetic. The main objectives of this week 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. Speaking about the PFDC Sunsilk Fashion Week, Chairperson Sehyr Saigol said: “It is with immense pleasure that the Pakistan Fashion Design council brings to Lahore our first ever fashion week…Along with presenting both cutting edge and classic fashion of over 32 designers from across Pakistan, this event will also work towards formalising the processes needed to help commercialise Pakistan’s fashion industry. Through PFDC Sunsilk Fashion Week, we endeavour to offer a platform which encourages the business of fashion, awareness of fashion, and infuses new and fresh talent into the industry.”
The PFDC Fashion Week is a platform to map Pakistan on international fashion week circuits. This was the first time there was a complete synergy between the three aspects of the business: the designers; the crafts people, mainly women from areas of dispute and conflict; and the textile industry – all of whom worked 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 – and the Fashion Week is an endeavour to show the world that despite the unstable political situation in which Pakistan finds itself, Pakistanis are continuing to nurture and promote their creative heritage. Following this first Fashion Week in Spring 2010, PFDC will hold a second Fashion Week in Karachi in Fall 2010.
Buyers present at the PFDC Sunsilk Fashion Week February 2010
Middle East: Studio 8, Designers Lounge, Soiree
UK: Laibaas Couture, Indus Tour Company
Pakistan: Labels, Ensemble, The Designers
Local representatives from the following were also present: Bloomingdales, Town & Country, Maytex, Walmart, Levis, Li Fung, Nike, Adidas, John Lewis