marking the eighth consistent year of the prêt a porter platform. As announced earlier this 2017, the
PFDC is also introducing to the fashion industry an evolved show concept and structure with an aim
continue to advance the pioneering platform towards an international and global standard and standing.
The concept behind this structural change to the show format is to give each day of the fashion week a
curated experience featuring either a solo designer or grouped designer/high street retail/lawn shows.
Each of these shows has been divided between two entirely separate show spaces and two independent
ramps within the same venue in their respective time slots [no coinciding or simultaneous shows], a first in
Pakistan. Indeed, this comes as a deliberate move from the Council to grow fashion week into a more
exclusive and premium platform allowing fashion houses rather more independent showcases within the
fashion week diaspora and to therefore show to more selective and dedicated audiences.
Continuing with the structured approach to fashion showcases, the PFDC team builds on their
commitment to 3 distinct platforms within PSFW with separate and dedicated showcases by Luxury/Prêt
designers, High-Street brands and Textile houses. Indeed #PSFW17 features some of the season’s most
anticipated designer brands, high-street labels and textile brands with an aim to define and present trends
for 2017, focusing specifically on fashion for the regions' long hot summer months. Day-1 marked the first
day of the prét-a- porter shows featuring a solo show by HSY in Hall A, a grouped show featuring Misha
Lakhani and Saira*Shakira in Hall B, a grouped show featuring the Bank Alfalah Rising Talent Show, a
capsule collection by Kokab Alvi, Zonia Anwaar and Generation by Khadija Rahman in Hall A and a solo
show featuring Sania Studio by Sania Maskatiya in Hall B.
In addition to this, PFDC has also engaged globally seasoned experts from the UK to create a first of its
kind production team comprising of specialists for lighting, sound, choreography and set design with the
London based Mustang Productions, headed by Sadia Siddiqui at the helm as the show producer for
PFDC Sunsilk Fashion Week for 2017.
The PFDC is proud to continue their partnership with Sunsilk as their title sponsor and Bank Alfalah as
official banking sponsor while also introducing Slice as their official beverage partner, TCS as the official
logistics partner, Borjan as the official footwear partner, Ink Factory as the official printing partners with
Pak Suzuki Motors and British American Tobacco as the associate sponsors.
PFDC Sunsilk Fashion Week has N-Pro/NGENTs as official hair and makeup stylists, Maheen Kardar Ali
for front stage management, Production 021 for backstage management, Kamiar Rokni from The House
of Kamiar Rokni as the official spokesperson for the PFDC, Axis Innovations, Eventum, Shadab Sounds
and W production for logistics and operations, Mustang Productions as show
producers, Red
Communications for digital support, Faisal Farooqui and Dragonfly as official photographers, live-stream
by AI Solutions, Urdu1 as the official media partners, CityFM89 as the official radio media partners with
media management by Lotus Client Management & Public Relations.
