Sehyr Saigol, Chairperson of PFDC Fashion Week, says, “This Lahore Fashion Week is about fashion with a purpose – reviving Pakistan’s cottage industries, mobilizing young designers, getting serious about business and organizing tie-ups to create value added products with a designer twist!”
Frieha Altaf, former model and the event manager, said, “Having been in the industry for over two decades, Lahore Fashion Week is the milestone that I feel we need to conquer. Our designers are hugely talented and can create markets abroad. It will affect fashion week in years to come and will change the economics of the industry.”
Fashion’s most prominent glitterati filled with socialites at the PFDC Boulevard before the press conference kicked off. When the hall was full of media shutterbugs, models on delicately balanced high heels and eager invitees, Hasan Shehryar Yasin started off by introducing the Pakistan Fashion Design Council’s achievements in its second tenure thus: “As part of our commitment to Pakistan’s development, the council members contributed Rs2 million for the IDPs. We also did a charity fundraiser and collected another Rs4 million for the same reason. Further on, as part of our commitment to support new designers and emerging talent, we gave two scholarships last year and intend to give another two in the coming year. The Lahore Fashion Week in February will emphasize on the industry of fashion as we believe fashion is not just entertainment. We plan to promote it as serious business.”
To a question as to how many retail companies will be participating in Lahore Fashion Week, the council answered that it was still a bit too early to give an exact figure as work was still being done to engage maximum retailers fulfilling their criteria. When asked as to why prominent designers from the PFDC were not seen at the fashion week in Karachi, HSY politely refused to comment saying that “we don’t want to get into ‘them’ and ‘us’. For our part, we have invited everybody to Lahore as equivalent partners and our show will be for the cause of Pakistan.”
The Lahore Fashion Week arrangements will be managed by Catwalk Event Management Production and the official publicists will be Lotus PR. Looking very becoming in a white Umar Sayeed kaftan, Frieha Altaf said she looked forward to an immaculately managed mega PFDC Sunsilk Fashion Week.