PFDC Sunsilk Fashion Week April 2014: Day-1 Journal


[Lahore: 11th April 2014] The seventh PFDC Sunsilk Fashion Week officially commenced today, marking the fifth consistent year of the prêt a porter platform. In keeping with the objective of furthering fashion retail and synergizing high end design, textile manufacturers and buyers, fashion week includes ramp shows by leading retail labels, high-street fashion brands as well as textile houses along with a fully functional, state of the art exhibition area. Day-1 marked the first day of the afternoon High Street Fashion Shows featuring MK Nation by Karma, ChenOne and Ittehad Textiles, followed by the Bank Alfalah Rising Talent Show and designer prét-a-porter shows by Mohsin Ali for Libas, Nickie Nina, Sania Maskatiya, The House of Arsalan Iqbal and Ali Xeeshan Theater Studio later in the evening.

ChenOne Pareesa High Street by Sahar Atif (27)

The success of PFDC Sunsilk Fashion Week continues to prompt private sector associates to grow in their engagement of the platform to launch new products, marketing campaigns and promotional activities. Day-1 of PSFW marked the return of Magnum to the platform for the second consecutive year with their popular custom made ice cream bar, Magnum Pleasure Spot. Title sponsors Sunsilk also extended their patronage as Red Carpet sponsors and hosted an exclusive Sunsilk ‘Guess the Bottle’ Lounge at PSFW. Official beverage partners Diet Pepsi hosted a media lounge and undertook complimentary sampling while Fed Ex – GSP Pakistan Gerry’s International, PFDC’s official logistics partner, also hosted a special media lounge at the event. Abbas Carpets and special handling and travel partner PIA also partnered with the PFDC for the first time at PSFW. All these activities will continue throughout the remaining days of PFDC Sunsilk Fashion Week. Further, Day-1 of PFDC Sunsilk Fashion Week 2014 was styled by the creative teams at Nabila’s and NGENTS.

The show is being produced and choreographed by HSY Events, with front stage management by Maheen Kardar Ali, backstage management by Product 021, Sara Shahid of Sublime by Sara as the official spokesperson for the PFDC, logistics and operations by Eleventh Retail and photography by Faisal Farooqui and the team at Dragonfly. Hum TV/Style360 are the official media partners, CityFM89 as the official radio partners and all public relations by Lotus Client Management & Public Relations.


High Street Fashion Shows

The High Street Fashion segment of PFDC Sunsilk Fashion Week 2014 was opened by MK Nation by Karma who showcased their Spring/Summer 2014 collection titled ‘Style Squad’. The collection comprised of trending tongue in cheek, retro-mod, clean chic, uber cool and statement-centric staple separates designed for the fashionably definitive closet.

(right click on the images below and select “open in new tab/window” to watch photos in High Quality)


The next show was by leading textile house ChenOne who presented the ‘Pareesa High Street by Sahar Atif’ line’s Spring/Summer 2014 collection titled ‘The Darling Buds’. Inspired by the spring season itself, the collection was purely an experiment of amalgamating floral prints with modern contemporary fabrics and cutting edge silhouettes. The collection represented an abstraction of experiences, infused with memories and ideas evoked by the subject. The canvas of the print featured conversations between the colour and the elements, and the chemistry of motifs in each composition. Fabrics such as light breezy printed chiffons draped into flowy silhouettes were used with minimal embellishments and a diversity of colour palettes such as pastels ranging from ivory and shades of pink to marigold yellow and sharper blues. Key trends highlighted were laser cut tops.


The concluding High Street Fashion show of the day was showcased by Ittehad Textiles who presented a collection titled ‘Neoterica’. Inspired by various cultures from around the world, the collection also featured menswear pieces from the brand’s I-Man range. The Spring/Summer 2014 collection came in contemporary and stylish cuts merged with the combination of conventional and unconventional embellishment with a colour palette based in bright colors with a blend of pastels and earthy tones. Renowned media personality Juggun Kazim walked the ramp as the celebrity showstopper of the brand’s fashion presentation.

PFDC – Meet the Press

The Pakistan Fashion Design Council held a meet and greet with members of the press to share an update on the Council’s growth over the years and apprise the media on the Council’s numerous achievements.

Mrs. Sehyr Saigol, Chairperson of the executive committee of the PFDC addressed the press and shared the history of Council and its accomplishments since its inception. She mentioned that PFDC had accumulated significant experience through its numerous prêt a porter and bridal Fashion Weeks and that PFDC was consistently working towards the uplift of the fashion industry, providing a platform for participating designers through these formats and PFDC’s multi-label stores. She also spoke on how the PFDC was working with partners such as Bank Alfalah to help nurture emerging fashion talent and provide them with the necessary support to enable growth.

Following Mrs. Saigol’s speech, Mr. Saad Ali, Chief Executive Officer of the PFDC spoke. He highlighted how PFDC Sunsilk Fashion Week was generating synergies between fashion and textile, mass manufacturers, high street fashion brands and how the Council was playing an integral role in highlighting Pakistani fashion on a global stage through international showcase opportunities and networking with foreign buyers.

(All pictures in the post are courtesy of Faisal Farooqui and his team at Dragon Fly)

Click here for: Day 1 Designers Showcases at PFDC Sunsilk Fashion Week April 2014

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