PFDC Sunsilk Fashion Week – April 2017: Day-1

[Lahore: 14 th April 2017] The tenth PFDC Sunsilk Fashion Week officially commenced on 13 th April 2017,

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.

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