[Lahore: 13th April 2014] The Pakistan Fashion Design Council in
collaboration with Sunsilk presented the third 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-3 featured the
continuation of the afternoon High Street Fashion Shows with Generation,
Roodaba Omar, Bareezé Man and Gul Ahmed and designer prét-a-porter
shows by Fahad Hussayn, Republic by Omar Farooq, Body Focus Museum,
MARIA.B., Nida Azwer and Karma Pink 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-3 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-3 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
Generation
opened the High Street Fashion segment on Day-3 of PFDC Sunsilk Fashion
Week 2014 with their debut PSFW collection titled ‘Water on Ajrak’.
Inspired by ajrak patterns, the women’s wear collection reinvented and
accented the cultural aesthetic experimenting with sheer fabrics such as
organza, nets, voile and crepe. With straight cuts, collars, v-necks,
racer armholes and long slits, the label presented embellished jaal with
ajrak motifs in machine and hand embroideries. Water on Ajrak’s colour
palette featured a diversity of shades including white, ecru, spearmint
green, cherry blossom pink, champagne beige and indigo. Key trends
highlighted were sheer fabrics, layering, structured ensembles and tonal
variations.
Following Generation was designer
Roodaba Omar who made her ramp debut at PFDC Sunsilk Fashion Week’s
high-street segment with ‘Tehzib’. Inspired by the exquisitely mixed
colors of Moroccan architecture, Islamic verses and beautiful buildings,
Roodaba had based the collection in fabrics such as chiffon and silks,
along with organza for its sheer feel. ‘Tehzib’ featured a diverse
colour palette inspired by the rich progressive Moroccan culture,
including green, blue, beige, white and red. The collection featured
trendy sheer fabrics; known for their versatility, beauty, and the
nature of the fabric, embellished with leather laser cuttings and other
material.
The third showcase of the High Street Fashion
segment was presented by Bareezé Man who made their runway debut with
their Spring/Summer collection ‘Introspection in The Country, and Other
Dalliances’. For this collection, the brand furthered its signature of
reimagined Eastern and Western clothing, building on the strong heritage
of fabric design, manufacture and innovation in Pakistan. Based in
fabrics such as linen, leather, cotton and suede, the colour palette for
the collection comprised of summer-ready hues with solid loud colours
including shades of green, cream and white. Key trends highlighted were
the reimagining of motorcycle gear, short sherwanis, kurtas, demure
waistcoats and lasercut leather.
The concluding High
Street Fashion show of the day was showcased by premier textile house
Gul Ahmed who exhibited the brand’s ‘Ethnic meets Contemporary’
collection. The collection was inspired from traditional folklore
wrapped in high street vogue. ‘Ethnic meets Contemporary’ was all about
the fresh, happening and vibrant looks of summer, with a lot of play
with fabric, layering and a fresh take on transparency. Based in a
colour palette of vibrant hues, the brand’s showcase prominently
featured cropped pants among other trendy separates. The collection
featured dynamic prints with intricate embroidery coming together to
create a fusion of the past with the present for sophisticated yet
comfortable apparel.
Designer Showcases
Act 1
Fahad Hussayn
PFDC
Sunsilk Fashion Week 2014’s Prèt Show on Day-3 was opened by designer
Fahad Hussayn who showcased a collection titled ‘Kaala Pani’. The
collection drew inspiration from the way of life lived and its influence
on a person, which almost always results in one developing an alter ego
or a split personality. Depicting life's true essence in Fahad
Hussayn’s quintessential style; beauty, romanticism and glamor were
interwoven with pain, catastrophe and suffocation in a unique runway
collection. Majorly based in different shades of black, ‘Kaala Pani’
featured elements of leather and patent surfaces mixed with water
gradation going into colors with Fahad’s signature clean, constructed
silhouettes, draping and chain embroidery. Acclaimed model Zara Peerzada
walked the ramp as the designer’s showstopper.
Republic by Omar Farooq
Following
Fahad Hussayn, menswear designer label Republic by Omar Farooq
showcased a collection titled ‘Back to the Roots’. For this exclusive
menswear collection, designer Omar Farooq had taken inspiration from the
label’s debut PSFW collection and had incorporated prints featuring the
botanical palm, camouflage and raw minerals which were manifested in
the collection’s accessories. The collection was based in luxe fabrics
including cotton, linen, tropical wool and other blends of wool in a
dynamic colour palette featuring pastels, bold plaids, bold prints,
houndstooth and windowpane. The collection featured tailored jackets and
trousers with cuffed hems that were representative of the Great Gatsby
with subtle variations that shifted from a vintage to a more modern
aesthetic.
The final designer showcase of Act 1 was by
Body Focus Museum who presented their Spring/Summer 2014 collection
titled ‘Sartorial Philology and Deconstruction’. For this collection,
designer Iman Ahmed sought inspiration from the phrase “seeking
perfection in imperfection” and had incorporated
multicultural-influences while keeping the overall mood quintessentially
contemporary. With a decayed colour palette, Body Focus Museum had used
their signature pure natural silks and cottons for this collection,
intricately hand printed, finely-cut and layered to render it casually
chic.
Act 2
MARIA.B.
The
first show of Act 2 was presented by acclaimed designer brand MARIA.B.
who showcased a collection of luxury/pret wear titled ‘Ladakh
Connection’ at PFDC Sunsilk Fashion Week 2014.
Inspired by the designer’s search for her own identity and ancestral
Kashmiri roots, the collection was based in a range of pure karandi,
silk organzas, silk chiffons and digital prints, with a unique colour
palette that drew equally from Kashmir’s natural beauty and aristocratic
heritage as it did from its ravages of war. The collection reflected a
modern take on the rich Kashmiri tribal culture with an emphasis on
interpreting vintage Kashmiri craft and silhouettes into a modern,
wearable collection.
Nida Azwer
Following
MARIA.B.’s presentation was acclaimed couturier Nida Azwer who showcased
a new collection titled ‘The Urban Jungle Collection’. For this
collection, the designer drew inspiration from the majestic Jungle where
exotic animals and birds could be found along with indigenous forest
flowers and foliage; interpreting these inspirations specifically within
a contemporary context. In creating ‘The Urban Jungle Collection’, Nida
Azwer Atelier had worked across fabrics such as cotton nets, silks,
chiffons and organzas in a dynamic colour palette featuring white,
greys, shades of pink and mint green. The collection featured digital
embroidery, hand embroidery, embossing, cutwork and screen printing with
ensembles in western cuts infused with classic silhouettes.
Karma Pink
Day-3’s finale was presented by designer
label Karma Pink who presented their Spring/Summer 2014 collection
titled ‘Karma ki Rajasthani Kahani’. The collection derived its
inspiration from the soul, spirit and sensuality of the Rajasthan. With
vibrant intense color juxtaposed with contemporary silhouettes capturing
the essence of luxuriant Rajasthani style, the collection was based on
Jewel chunri, signature screen print, old world gota, embroidered
phulkari and glittery sequin embellished by mirrors forming lush roses,
grand peacocks, wicked parrots and majestic howdah clad elephants. With
this collection, Karma Pink celebrated a return to one’s roots with
ethnic glamour and trademark collectable separates with an aim of
encouraging women to embrace the desi drama queen in them.
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