LAHORE: The Pakistan Fashion Design Council (PFDC), commenced the 20th consecutive fashion show on Thursday, April 11th in Lahore. PFDC, in collaboration with its title sponsor, Sunsilk, presented an extravagant show fit to meet international standards. This year PFDC also collaborated with the Trade Development Authority Pakistan (TDAP) to further the channel of communication with international buyers while portraying a positive image of Pakistan overseas.
The guests put their best foot forward on the blue carpet, sponsored by world-class water brand, Aquafina. The show also brought in international buyers from the TEXPO located across the venue, allowing them to experience the whole process of hand to loom, to a high fashion setting in the evening, making PSFW all the more exciting. Season after season, PFDC creates shows that highlight the best of Pakistani fashion and this year was no less. With a wide array of talented and creative designers, the first day’s collection showcases ended on a high note leaving fashion enthusiasts wanting more. The day opened with an ethereal and beautifully crafted show by Zara Shahjahan, followed by Sania Maskatiya, Hussain Rehar, Yahsir Waheed and concluded with an electrifying showcase by Fahad Hussayn.
The Pakistan Fashion Design Council is extremely proud to host the 20th consecutive fashion week. Each year, they streamline the process of making the PSFW experience beneficial for stakeholders, benefactors and fashion enthusiasts – both locally and internationally. Their purpose is to bring the best of fashion trends for each season, all under one roof, showcased by well-established, emerging and debut designers. PFDC works with industry professionals, designers, sponsors and partners that assist in curating a show that enhances their fashion week platforms while helping them maintain the standard of the shows.
According to Asima Haq, Unilever Pakistan Director for Personal Care, “The Sunsilk girl is enthusiastic and confident, she has goals and aspirations that she needs help with turning into achievements. Year after year, she is an ever-changing role model that is in line with tradition and culture, while maintaining her self-confidence. Fashion is aspirational for the Sunsilk girl, making PSFW a platform that opens up endless possibilities for her. For years, Sunsilk has collaborated with PFDC to create an event showcasing contemporary fashion.”
The Council organizes back-to-back Spring and Fall fashion trade events as per the international fashion calendar. It leads the industry through creative influence and is strategically working towards improving the business of fashion while repositioning Pakistani fashion in the global fashion economy.
Collection details for the first day’s designers are as follows:
Show Opener: Zara Shahjahan – Adab
The show kicked off with an elaborate display of chikankari, zari, zardozi, kamdani and gota work. Lucknow’s distinct style, a 400-year-old story and one which has not only survived but flourishes today was brought to life on the runway. In this city where arts, music and literature thrived and remarkable monuments were constructed which continue to serve as beautiful reminders of grandeur in the city’s history, Zara’s collection portrayed why Lakhnavi women have helped the city become ‘The Golden City of the East’.
The craftsmanship is dominated by women, and how they dress till present day with their old world charm and an effortless statement of grace and poise is what made this collection an ode to the modern Lakhnavi woman. It is she, who carries her story and heritage through the growing metropolis. From pastels to bolds, intricately embroidered to fully embellished work, each piece was adorned gracefully by the models. Ensembles were created from organza, silk and flamboyant embellishments. Traditional khussas and ghongroos on the end of pants made the walk musical and soulful. Jhoomars, knotted braids, shalwars and liberal use of kamdani, all made fashion statements. The collection showcase ended beautifully with a graceful and collective adab from all the models.
Sania Maskatiya – Isfahan
This new spring summer evening wear line, Isfahan had everyone swooning. It was a nod to the seductive lustre of the Orient. It imbued the elegance and mystique of the ancient East with a modern vibrancy and aesthetic, embellishing velvet and cotton with equal esprit. The soft pastels and bold jewel shades into striking neoclassical silhouettes had every piece shimmering into the spotlight with iridescence. The collection was eluded by the luxurious fabrics and colors that ruled the runway were reds, shades of orange and hues of pink. Each ensemble, intricately embroidered with gold and kamdani work embodied the signature Sania Maskatiya touch. From shimmery and glitzy kaamdani lehngas with sequenced gold embroidery on pink hued kameezes to shades of red with low neck backs and gold tie bags, the collection had much to offer.
Hussain Rehar – Fifth Dimension
Hussain Rehar, being a staunch practitioner of expression through embellishment, drew the idea of bold and flamboyant into edgy chic embellishments which empower the modern women of Pakistan. His collection was indeed a memory of the future. Fast paced, electrifying and fierce are perfect words to describe his pieces. Rehar’s vision involved a mash-up of futuristic visuals blending with bold embellishments “The Fifth Dimension’. The models strutted confidently down the ramp, dressed in signature Rehar style which was utterly thrilling to witness. The ensembles were paired with striking accessories including edgy and statement earrings with HR initials written on it, transparent tote bags with water bottles and sports shades, all of which urged the audience to step out of their comfort zones. The dynamic color contrasts used were inspired from the cosmos far in the depths of the universe which symbolize the freedom one has in today’s fast growing and adaptive era. Slip dresses, multicolored trousers, power suits, bodycon statement pieces with a pop of color and slicked back French knotted braids added an extra oomph factor making his collection stand out completely.
Yahsir Waheed – Samah Musst Hai
Yahsir put forth a youthful collection which was about contrasts as well as illusion. The mood was eclectic bohemia with contrasting fabrics that created a unique tone of the collection. Going ahead with let your hair down, feel the vibe and enjoy the clothes concept, his pieces were out of the ordinary. Printed dresses with lace and organza frills on the hems, matching separates with sequined details, multi-colored sequined blazers, snake prints with fringe detailing some of the leading looks on the runway. His collection was full of abstracts, asymmetry, notch and standup collars brought together with finesse. The colors used throughout the collection were bold – sultry greens, black, red and claret that gave a dramatic and glorious feel to the ensembles. Pakistani rapper Maanu’s live performance throughout the show as models walked the runway with poise and vigor added more life to the entire showcase.
Fahad Hussayn – Suraiya Titanic
Celebrating a successful decade of decadence, Fahad Hussayn presented ‘Suraiya Titanic’ spring/summer glamorously. The collection featured hand painted truck art inspired layouts and characters infused in hand-painted, illustrated and vector drawings, giving it a new contemporary direction. Pieces created from luxury lawn had signature Fahad Hussayn cuts that were custom engineered into abstract prints. From trendy maxi dresses, to bold organza jackets, colorful printed pants, trench coats and flowy lowers, the first segment of the show had much of this. Alongside, the display also had a range of cotton couture consisting of festive season looks combined with Print Museum and Fahad Hussayn Couture sensibilities for both men and women. Accomplished with intricate detailing and label’s signature finishes, the collection featured a range of novelty couture pieces from the heritage revival series. Colors that ruled the runway in the second segment of the show were bronze and maroon. The collection display ended glamorously as Amna Ilyas and Mohsin Abbas Haider affectionately walked the ramp followed by muses carrying Fahad Hussayn keepsakes that they personally handed to people in the audience. Amna Ilyas and Mohsin Abbas were the showstoppers for his showcase.
PFDC is proud to continue their partnership with the global giant Unilever’s hair care brand, Sunsilk as their title sponsor and Aquafina as the Blue Carpet and beverage partner. The Media Partner is HUM TV, the Footwear Partner is Borjan, the Fragrance Partner is J. Fragrances, Transportation Partner is Careem, and the Radio Partner is FM 89. The Associate Sponsors are Lipton, Engine, and Almirah.
The teams that brought PSFW’19 together are Sadia Siddiqui of Mustang Productions as the show director, Talking Point as the PR management agency, Nabila as the hair and makeup stylist, Kamiar Rokni as the spokesperson for PFDC, Production 021 for backstage management, technical direction and as event consultants, Red Communications for digital support, Rehan Babar as the red carpet host, Restart Branding Solutions for branding and logistics, Empact Activation Services for event architecture and safety, AI Solutions for crowd management and live stream, and Faisal Farooqui of Dragonfly as the photographer.