[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 Collection at PSFW2014
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.
Roodaba Omar Collection at PFDC Sunsilk Fashion Week
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.
Bareezé Man Collection at PSFW2014
The third showcase of the High Street Fashion segment was presented by Bareezé Man who made their runway debut with their Spring/Summer collection “Self-Discovery 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.
Gul Ahmed Collection at PFDC Sunsilk Fashion Week
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.