PFDC Sunsilk Fashion Week April 2014: Day-1 Journal


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.

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.

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. 

Designer Showcases

Act 1

Mohsin Ali for Libas

PFDC Sunsilk Fashion Week 2014’s Prèt Show on Day-1 was opened by designer Mohsin Ali who had collaborated with leading designer label Libas for a collection titled ‘Crystal Macaroon’. In its customary fashion of promoting young, talented designers, Libas presented Mohsin Ali for the label which brought Mohsin’s quirky, cool and eclectic style to Libas’s timeless aesthetic. The PSFW collection drew inspiration from Paris in Spring, and was based in organza and silk in a variety of colourful pastels. Showcased trends included sheer fabrics, pastels, layers and sporty looks.

Nickie Nina

Following the Mohsin Ali for Libas presentation, designer label Nickie Nina showcased their Spring/Summer 2014 collection titled ‘Katcha Taanka’ inspired by gypsy women and circus performers with nomadic lifestyles. A collection that was functional, eclectic and chic for a fashionable working woman on the go, the duo had used Katcha Taanka embroidered fabric handcrafted by women, which was indigenous and exclusive to Multan. Nickie Nina had also used fabrics such as organza, satin, crepe de chine, silk khaadi for this collection with embellishments in the form of cutwork pieces. With a diverse colour palette of ink blue, sorbet yellow, garnet,  moss green, tangerine, watermelon, lavender and an assortment of greys, key trends that were highlighted through the collection were layers, cut-outs, midi-length, solids with printed/neon accents.

Sania Maskatiya

The final show of Act 1 was presented by acclaimed designer label Sania Maskatiya who introduced a complete collection titled “Kuamka: Awakening”. For ‘Kuamka: Awakening’, the Sania Maskatiya design team draw inspirations from the spirit of Africa through the use of African geometry, aesthetics, culture and landscape to capture a continental awakening. With signature custom designed Sania Maskatiya prints, the collection was based in a variety of fabrics including crepes, chamois and organza with sequined embellishments and structured cuts. The collection harnessed the raw energy, resilience and beauty of the African continent and embarked on a journey filled with vibrant colours, vivid earthy landscapes and natural imagery. Jewellery for the brand’s presentation was facilitated by Shafaq Habib.

Act 2

Bank Alfalah Rising Talent Show

The Bank Alfalah Rising Talent Show commenced with a special video montage featuring all 5 emerging talents speaking about their collections and inspirations. This was followed by a collaborative capsule collection featuring 5 ensembles, each designed by the individual participating designers using the Bank Alfalah signature blue and white corporate theme as their inspiration. This was followed by individual presentations by each designer.

Up and coming designer Amina Malik presented a collection titled ‘Functional redefinition – Origami’ during the ‘Bank Alfalah Rising Talent Show’ segment of PFDC Sunsilk Fashion Week 2014. The collection took its inspiration from the traditional paper folding technique Origami, which transforms a two dimensional surface into three dimensions through folding. The women’s wear collection was based on a variety of fabrics including raw silk, organza and ammara, a form of leatherite, in distinct shades of white and gold. The designer’s creative use of rubber / silicone three dimensional printing lended a unique texture to each printed ensemble in the collection.

Hammad Sadiq showcased his debut collection titled ‘From Infidelity, with Love!’ at the ‘Bank Alfalah Rising Talent Show’ segment of PFDC Sunsilk Fashion Week 2014. The women’s wear collection was inspired by the concept of infidelity, particularly how disloyalty to anyone, anything or any ideal seeps into one’s system and causes suffering. The collection also demonstrated disloyalty on a national scale, aptly depicted through the symbolic use of the Jinnah Cap. The designer’s showcase featured 4 intangible characters that were a manifestation of this chain, namely The Virgin, The Derelict, The Immoralist and The Infidel. For this collection, Hammad had used organic fabrics including cotton net, cut-work on chicken and lace in a diverse colour palette that featured whites, off-whites, blues, pinks, golds, blacks and shades of red. With the designer’s use of deconstruction, one observed narrow and deep V-necklines, backless dresses and slouchy A-line silhouettes with seams that were inside-out with frayed organza edges.

Emerging talent Hira Ashfaq participated in the ‘Bank Alfalah Rising Talent Show’ segment of PFDC Sunsilk Fashion Week 2014 with her debut collection titled ‘Symbols of Allama Iqbal.’ The exclusive women’s wear collection took its inspiration from a prism, into which white light radiates to form a spectrum of colours, which along with reflective glasses, the Shaheen (eagle) and the Holographic Jugnu (firefly) are all the designer’s interpretations of different Symbols of Iqbal. Indeed, the collection was envisioned to be a contemporary manifestation of the philosophy of the renowned poet. The designer used fabrics such as organza, metallic leather and shamose silk in shades comprising of metallic colours, which were demonstrative of white light passing through a prism to disperse into a spectrum of colour, used to show strength. Observed trends were edgy cut-lines, with creative organza layering and innovative digital prints.

Sarah Awais made her debut at the ‘Bank Alfalah Rising Talent Show’ segment of PFDC Sunsilk Fashion Week 2014 with a collection titled ‘The Dramatic Veils’. The collection took its inspiration from Arabic face veils and the work of acclaimed Japanese photographer Kimiko Yoshida. Indeed, derived from Bedouin veils, the collection was an amalgamation of an eastern look with the monochromatic self-portraits of Kimiko Yoshida. The women’s wear collection was based in luxurious fabrics such as organza and suiting fabric and featured Shanghai cuts which were structured and androgynous. The creative ensembles had been embellished by chains, coins, patch work and other materials to impart a distinct antique look to the collection. Based in a dynamic colour palette featuring Midnight Teal, blue and crimson, observable trends included defined lines, gold and glitz with a sheer look.

Seher Tareen made her PSFW debut in the ‘Bank Alfalah Rising Talent Show’ showcase at PFDC Sunsilk Fashion Week 2014 with a luxury prêt collection titled ‘Neo Nouveau’. Taking inspiration from the Art Nouveau Movement of the early twentieth century, the designer has based the collection around the select work of Austrian artist Gustav Klimt who was a prominent Art Nouveau painter. Indeed, Klimt’s iconic paintings ‘The Kiss’ and ‘Lady with a Fan’ were both featured in the collection in the form of figures that had been hand embroidered on statement pieces such as jackets and dresses. ‘Neo Nouveau’ incorporated the use of highly unexpected materials; Crêpe De Chine, canary yellow raw silk combined with black and pewter embroidered leather to make for a striking collection. The designer aimed for the collection to be an amalgamation of high art with ready to wear fashion.

Bank Alfalah also announced its plan to sponsor the winner of Bank Alfalah Rising Talent Show through a dedicated rack display at the PFDC Lahore multi-label outlet for up to 6 months post PSFW. 

The House of Arsalan Iqbal

The second show of Act 2 was presented by The House of Arsalan Iqbal who showcased a collection titled ‘Cargwar’ which was inspired by the myth of Odysseus, oft thought of as “Odysseus the Cunning”; the master of disguise in both appearance and voice. ‘Cargwar’ which means utility in Urdu, was essentially what the collection was buoyed by: wearability, functionality and casual ease. It is also a play on the words of the two predominant ensembles of the collection: cargo pants and the shalwar (carg and war). The collection comprised of menswear and womenswear pieces in cotton, cotton jersey and twill with rivets, spikes and intricate quilting detailing all in a monochromatic colour palette to a high contrasting off-white and Midnight blue and basic colours in split complimentary colour schemes.

Ali Xeeshan Theater Studio

Day-1’s finale was presented by acclaimed designer label Ali Xeeshan Theater Studio who showcased their Spring / Summer 2014 collection titled ‘Trouble’ at PFDC Sunsilk Fashion Week 2014. Inspired by the charm and magic of the Silver Screen, particularly the casts and characters of the typical Old School 60’s and 70’s cinema, the collection flirted with the dreamlike process of filmmaking and provided an escape from the real world. ‘Trouble’ featured both menswear and women’s wear in body fitting, unstructured, fluid cuts in straight lines embellished with high quality Persian feroza and black diamonds with oxidized ribbon in gold leafing. The collection was based in organic and hand woven raw silk tailored in sheer net and featured lace trimmed blouses, loon pants and the always trendy wide legged flares, with tapering sleeves and ruffled narrow frames around the waist. The collection featured a diverse colour palette featuring gold, black, sepia, and torques with a dash of tropical red.


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