[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.
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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