If there’s one thing Sultana Siddiqui, the CEO of Hum TV, has perfected, it is the art of performance. As expected, when her company held a press conference recently to announce the fourth instalment of their Bridal Couture Week (BCW ), to be held in Karachi from April 13-15 showcasing the work of 19 designers, there was obviously rhythm, dance and festivity surrounding the whole affair. It was quite fitting really since weddings in this part of the world are all about theatrical extravaganza.
Regarding the BCW, Siddiqui said, “We are giving an opportunity to established as well as new names.” She cited the example of a designer who was featured in BCW and is now flooded with work because of the constant projection she received in the past.
One of the sponsors for the BCW is Proctor & Gamble (P&G). Omeir Dawoodji, the Country External Relations Leader of P&G, reveals that BCW four aims to be bigger, better, and more opulent than before. And to truly drive the point home, the press conference itself carried gigantic images from previous BCWs in gilded frames. “We actually wanted to erect a runway for dance troupe BodyBeat to perform, but no conference room had enough space to do that,” said Dawoodji.
According to GM programming of Style 360, Nausheen Masud said that the actual event will be peppered with surprise performances. “The finale will be a tribute to the icons of the bridal industry such as Bunto Kazmi, HSY, Umar Sayeed and Sana Safinaz.” And if that isn’t a significant coup, the event has also bagged Saba Ansari of Sabz Salon, who will be doing the make- up.
“Don’t go anywhere,” hinted GM Public Relations and Publications of Hum TV, Shahnaz Ramzi, alluding to the clash of dates between the PFDC Sunsilk Fashion Week which is holding its biannual event in Lahore. Both events, interestingly, have Hum TV as media partners. Regarding the clash, Siddiqui said, “The PFDC chairperson Sehyr Saigol and I tried very hard to negotiate dates but neither of us could find adequate venues to do our events if we shifted our schedules.”
Given Hum TV’s present collaborations with PFDC, one was hoping that the two would come together for their bridal week as well. “There are no such plans at the moment, but we are media partners with them,” asserted Siddiqui.
Published in The Express Tribune, April 2nd, 2012.