PFDC Sunsilk Fashion Week April 2014: Day-2 Journal


[Lahore: 12th April 2014] The Pakistan Fashion Design Council in collaboration with Sunsilk presented the second day of the seventh PFDC Sunsilk Fashion Week. 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-2 featured the continuation of the afternoon High Street Fashion Shows with BeechTree, Arooj Ahmed and Kayseria Pret and designer prét-a-porter shows by Shehla Chatoor, Teena by Hina Butt, Deepak Perwani, Muse and Élan later in the evening.

PFDC Sunsilk Fashion Week Day2

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-2 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-2 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

Beech Tree

The High Street Fashion segment on Day-2 of PFDC Sunsilk Fashion Week 2014 was opened by BeechTree who made their runway debut with a collection titled ‘Bohemian Summer’. Inspired by the bohemian concept which combines leisure and luxury, with this collection BeechTree aimed to evoke a sense of calm, cool elegance which is a perfect complement to the blazing Pakistani summer. Using fabrics such as sheer light weight cottons, nets and soft organza, the collection featured loose kurtas and loose short tops with straight/cropped pants. For embellishments, the brand had used dori with adda, cut daana, cut work, block printing and aari work with beads and sitaras. The colour palette comprised of cool beiges, khakis and creams with a splash of colors used in under tees and pants. Key trends that were highlighted were loose knee length kurtas, straight capris/cropped embroidered pants, digital prints and embroideries.

Arooj Ahmed Collection at PSFW 2014

Following BeechTree was designer Arooj Ahmed who presented a high street collection titled ‘Retro Military’. For this collection, Arooj was inspired from the burgeoning trend of androgyny, amalgamating the traditionally masculine military look with the feminine chic look of the retro era. Staying true to both retro and military styles, Arooj had used super stretch fabric with micro sand finishing for its subtle luster, sheen, hand feel and had also used chiffon, silks and stretch metallic to depict the feminine and chic look of retro era. The designer had also employed different surface making techniques such as digital printing, flock printing, high density rubber printing and foil printing along with various types of embroidery. The colour palette for the collection featured earthy tones including various tones of military green, beige and browns along with vibrant colors of retro era such as red, yellow, toxic green, blue and pink to accentuate the look of the collection and also made use of metallic colours to bring out the lively retro dynamic in the garments. The collection played with basic silhouettes by their cut lines to create more altered and inimitable ensembles.

Kayseria Collection at PSFW 2014

The concluding High Street Fashion show of the day was showcased by premier designer textile house Kayseria who showcased a High Street pret-a-porter collection titled ‘Kat-Putli’. Inspired by Kutch Rabari Mirror Work, Kayseria Pret’s ensembles had been meticulously crafted by artisans hailing from Kutch. Based on bright and vibrant colours with a blend of indigos, reds, pinks and purples that aptly reflect the Spring season, the designs were inspired from the cultural sights, sounds and smells of Kutch, a land of snowy white marshy lands with hills on one side and the Arabian Ocean on the other. Key trends that were highlighted included the purity of Basant, the colours and the rhythm of folk patterns surrounding the embedded mirrors of Kutch as the brand’s muse for this year’s folk focus.

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