April 24, 2013

PFDC Sunsilk Fashion Week 2013

[Lahore: 23rd April 2013] The Pakistan Fashion Design Council and Sunsilk reveal the four-day show schedule and partners for PFDC Sunsilk Fashion Week 2013 due to take place in Lahore from 26 - 29 April 2013.

As announced earlier this April 2013, with their 6th consecutive prêt a porter Fashion Week, PFDC Sunsilk Fashion Week 2013 will be showcasing a diversity of Luxury/Prèt collections from 47 designers, brands and textile houses over a period of 4 days, defining and presenting trends for 2013, focusing specifically on the regions' long hot summer months. Presenting Luxury Prèt collections at PFDC Sunsilk Fashion Week 2013 are: Tapu Javeri, Misha Lakhani, FnkAsia, Élan, Sublime by Sara, Akif Mahmood, Sania Maskatiya and Maria B on Day-1; Shehla Chatoor, Somal Halepoto, Ayesha F. Hashwani, Nickie Nina, Feeha Jamshed, Yahsir Waheed, Asifa & Nabeel and Fahad Hussayn on Day-2, Rizwan Beyg, Zonia Anwaar, Nida Azwer, Nokia Presents Mohsin Ali, Sana Safinaz, Layla Chatoor, Adnan Pardesy and Karma on Day-3; Faiza Samee, Maheen Karim, ZONG Promotes Emerging Talent, Ali Xeeshan Theater Studio, Khaadi Khaas, Muse, Wardha Saleem and HSY on Day-4.

Furthermore, the PFDC is also holding 3 days of afternoon designer-textile mill voile shows featuring: ChenOne’s Pareesa Lawn Collection 2013 designed by Sahar Atif, Kayseria and Sitara Textiles menswear on Day-1, Ittehad Textiles, Sitara Textile womenswear, Moon Textiles and Lala Textiles on Day-2, Lakhany Silk Mills, Shariq Textiles, Nimsay Redefining Style by Nimra Textile and Firdous Textiles on Day-3 of PFDC Sunsilk Fashion Week.

The 6th PFDC Sunsilk Fashion Week also marks the exciting new addition of an afternoon High-Street Fashion Showcase featuring; MK Nation by Karma, Kayseria Prèt, COCO and Adnan Pardesy for The Working Woman on Day-4, highlighting contemporary affordable ready-to-wear apparel.

Speaking about the PFDC Sunsilk Fashion Week platform, Chairperson of the Executive Committee of the PFDC, Sehyr Saigol said: "It’s heartening to see the growing role of the private sector in the Pakistani fashion industry. Not only does their support allow us to invite foreign delegates and help promote Pakistani fashion on an international stage, but it also allows us the opportunity to provide a richer and more engaging fashion experience over the four days of the event. We are also proud to note that our corporate associates have fostered a tradition of launching their new products, promotions and related activities at PFDC Sunsilk Fashion Week, which is demonstrative of the prominence and widespread appeal this platform has attained. We are now expanding the scope of this platform further by featuring a High-Street Fashion Showcase for the very first time and have dedicated an entire day to this activity. With this latest addition to the PFDC Sunsilk Fashion Week programme and an amazing line-up of Pakistani fashion talent, I am confident that this year’s event will be an outstanding success.”

VP Marketing, Unilever Pakistan Amir Paracha said; “The PFDC Sunsilk Fashion Week is an annual event, which we as Unilever are very proud of because when we started off in 2010, our ambition was to make it the best and the most authentic Fashion Week in Pakistan. And after 3 consecutive years of untiring efforts of PFDC and its designers, Sunsilk’s unwavering commitment and the encouragement by our dynamic media, we are delighted to see the positive impact it has been able to make in the fashion industry. Continuing with our unswerving commitment behind PFDC Sunsilk Fashion Week, this time around we are proud to present exclusively designed Sunsilk Collectible Bottles by the top known Pakistani designers. Additionally, our brand Pond’s will enliven the red carpet with its Reveal Lounge, which will allow a peak into the next day’s shows. This year’s event promises to be a feast of fashion and I wish the participants and everyone involved the very best of luck.”

The success of PFDC Sunsilk Fashion Week has prompted private sector associates to use the platform to launch new products, marketing campaigns and promotional activities. This year, Sunsilk will be unveiling exclusively designed collectible shampoo bottles in collaboration with Pakistan’s leading designers, in addition to facilitating the red carpet, green room and backstage areas at the event. Leading skincare brand Pond’s will be invigorating the red carpet with its Reveal Lounge. Media lounge hosts and associate sponsors ZONG will be collaborating with PFDC to promote rising talent through the “ZONG Promotes Emerging Talent” show on Day-4 featuring: Arooj Ahmed, Daniyal Mubarik, Hamza Bokhari, Mahgul Rashid, Mohsin Ali and Schehrezade Sohail Muzammil. Indeed, this initiative of PFDC and ZONG is anticipated to benefit the industry in the long term and help unearth aspiring Pakistani fashion talent. Associate Sponsor Nokia will also present a Nokia Lumia inspired fashion segment with fashion designer Mohsin Ali on Day-3 of the event. In addition to being a beverage partner, Diet Pepsi will be facilitating the live video streaming of the event worldwide. Popular food brand Magnum will be installing and operating a custom-made “Magnum Bar” during the 4 day fashion showcase. PFDC’s official bank, Bank Alfalah, will be operating a custom-designed VIP lounge with Dunhill hosting a lounge of their own at the Fashion Week. With Daraz.pk as the associate sponsors, all these unique activities are first-time endeavours undertaken at PFDC Sunsilk Fashion Week and are demonstrative of the growing acclaim the platform has attained.

Speaking about the “ZONG Promotes Emerging Talent” show at PFDC Sunsilk Fashion Week, Director Corporate Sales, ZONG Ali Kamran said “ZONG is proud to be a part of the 6th PFDC Sunsilk Fashion Week and we feel honored to support the emerging talent of Pakistan. ZONG has always tried to promote the capable youth of this country. In the past too we have supported many platforms and initiatives to foster the talent such as our strategic partnership with Manchester United, domestic T20 cricket, Shandur Polo Festival and Quaid-e-Azam Polo Championship – to name a few. Now as a part of our community building efforts we decided to support the fashion industry and were amazed to see the outstanding new talent!”

PFDC has also invited Carol Hanlon, a world renowned agent and industry expert from Australia, to hold a seminar for students from the Pakistan Institute of Fashion Design [PIFD], National College of Arts [NCA] and Beaconhouse National University [BNU] to be held at PIFD and then another one for participating designers and brands at Expo on “Growing a Fashion Business” focusing on the commercial aspects of fashion.

PFDC Sunsilk Fashion Week 2013 will be styled by the teams at Nabila, Toni & Guy, Maram & Aabroo and Khawar Riaz. Show production and choreography is by HSY Events, front stage management by Maheen Kardar Ali, backstage management by Maria Baig, 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. Foreign media management will be handled by Latitude and national PR by Lotus Client Management & Public Relations.


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