As announced earlier this month, PFDC Sunsilk Fashion Week will be showcasing 24 luxury/prêt a porter designer collections across 4 days at one main runway venue. Furthermore, in keeping with the season and to their ongoing commitment to creating synergy and collaboration between textile and fashion, the PFDC will also be holding 2 days of designer/textile mill voile shows on the 2nd [14th April] and 3rd day [15th April] of PFDC Sunsilk Fashion Week, just prior to the luxury/prêt a porter evening shows. Moreover, in the interests of taking the business of fashion a step further, the PFDC will also be welcoming a delegation of buyers, agents and media to Lahore this April, to attend fashion week. To complement their attendance, the PFDC has also ensured permanent exhibition stalls are set up at the venue for the duration of PFDC Sunsilk Fashion week with each designers’/textile houses portfolio, production capabilities and design sensibilities clearly exhibited. The council has also ensured that those brands and labels available have been equipped with the requisite knowledge and training to allow them to deal professionally with agents, buyers and stockists, through a series of workshops focusing on the commercial aspects of fashion.
This April also marks the exciting new addition of a trends show at PFDC Sunsilk Fashion Week, set to highlight the trends this for the upcoming season through fifteen ‘looks’ put together from the works of fourteen participating designers. For their fifth PFDC Sunsilk Fashion Week the council has also diversified their styling portfolio introducing three distinct make up and stylist teams: Toni & Guy, Khawar Riaz & Maram & Aabroo. Speaking about the PFDC Sunsilk Fashion Week platform, Chairperson of the Executive Committee of the PFDC, Sehyr Saigol said: “At PFDC Sunsilk Fashion week this April, we are expecting prominent international and national fashion journalists, international and national buyers and retail agents invited by us specifically. Further, in continuation of our commitment to giving designers a fashion platform that allows for exposure to the international fashion business, we look forward to announcing an exciting partnership soon, which will help strengthen this commitment. Lastly and importantly, as a Council we are also very grateful to our corporate and media sponsors who have supported us in the past three years and continue to do so.”
Amir Paracha, VP Marketing for Home & Personal Care, Unilever Pakistan said “We are pleased to welcome everyone to the third year of PFDC Sunsilk Fashion Week in Lahore. This April event will see us strengthening our association with PFDC by the presence of our brand LUX along with Pond’s on the red carpet. This patronage is manifest of our continued commitment towards the growth of the fashion Industry in Pakistan and Unilever looks forward to seeing the platform grow each year, embracing more and more designers who will take Pakistani fashion to the next level.”
This weeks’ luxury/prêt participating design houses include Adnan Pardesy, Akif, Ali Xeeshan, Ammar Belal, Asifa & Nabeel, AZZA by Azeeza Desai Khan, Élan by Khadijah Shah, Fahad Hussayn, FnkAsia, Hammad-ur-Rahman, HSY, Karma, Mohsin, Muse, Nickie Nina, Noman Arfeen, Republic by Omar Farooq, Sadaf Malaterre, Sania Maskatiya,, Somal Halepoto, Tazeen Hassan, The House of Kamiar Rokni, Zara Shahjahan & Zonia Anwaar with nine voile shows members and designers heading production for the week. To this end HSY and his team will lead show production including choreography with Maheen Kardar Ali and Zara Shahjahan for front stage management. Mohsin Ali and Akif Mahmood will manage the exhibition area with Fahad Hussayn and Ali Xeeshan working alongside the style teams for hair and makeup. Kamiar Rokni and Asim Naeem will oversee green room management. The event is being coordinated by the Rteam, with foreign media management by Latitude and PR by Lotus.