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HSY with models
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Design by Teejays
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Design by Khaadi
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Design by Sadaf Malaterre
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Despite strong organization, however, as well as an ideal location, fresh talent and local and world media presence, what was still missing was the buyers
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HSY featured embroidery pieces from Manshere, Balakot, Haripur, Quetta, Tharparkar and Sukkhur and was a true Ambassador for Made in Pakistan
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 The recent Pakistan Fashion Design Council (PFDC) Sunsilk Fashion Week got a good deal of attention in the local and global media.
Not only has PFDC been able to keep up their original semi-annual schedule (the equally credible Fashion Pakistan Week, by comparison, has allegedly been delayed); their quality too has improved.
A wise decision was holding this Fashion Week in Lahore’s International Expo Center. Although a little far off from the center of the city (and with a hefty daily price tag of Rs. 1.2 million), this locale clearly established that PFDC meant business.
“The venue completely transformed fashion week,” said Sehyr Saigol, founder and co-chairperson of PFDC. “It’s a true trade venue that provided an ideal forum for bringing together designers and buyers.”
The overall quality of the designers and their collections during Fashion Week was superior to what went on display the last time. The 25 designers featured many favourites such as Karma and HSY but also welcomed newcomers like Mohsin Ali and Ali Xeeshan who are still establishing themselves.
Despite strong organization, however, as well as an ideal location, fresh talent and local and world media presence, what was still missing was the buyers. There were a handful of foreign buyers, but this time fewer local buyers turned up and were conspicuous by their absence.
(Zahir Rahimtoola of Labels, the largest fashion retailer in the country, didn’t feel the need to attend at all, while other buyers like Asad Tareen of The Designers and Zeba and Shehrnaz Husain of Ensemble popped in more to say hello or support a particular designer than for business.)
The indigenous embroidery patterns and embroiders did crop up in numerous collections with Sahar Atif even having three of the Kashmiri women who had done embroidery on her collection take a bow on the ramp. HSY featured embroidery pieces from Manshere, Balakot, Haripur, Quetta, Tharparkar and Sukkhur and was a true Ambassador for Made in Pakistan.
International and local acclaim was awarded to Feeha Jamshed of TeeJays, whose collection was inspired in part by Yoko Ono and incorporated a fashion-forward masculine feel to the women’s collection.
Nalini Aubeeluck from Mauritius was a great fan of Sadaf Malaterre’s work, which she felt would translate well back home, should the pricing work.
Also applauded were Nickie Nina, Sahar Atif and Sara Sublime.
The multi-talented HSY put on the most spectacular show featuring quotes by Jinnah and the DJ’n of Shakrukh and Sikandar Mufti.
Shamoon of Khaadi Kaas truly stole the spotlight with his phenomenal lawn collection that single-handedly proved lawn can be high fashion.
Ammar Belal had the best choreographed show which ended with the male models sitting comfortably on animal skins on the catwalk, while the female models walked around them in his Africa Collection.
Karma had the sweetest show, with real-life mothers and daughters walking
the ramp, showing the maternal side to well-known personalities and the
universality of the brand.
TU Dawood lives in Karachi
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