Recently, event managing company J&S announced the launch of Pakistan Lawn Week; and less than a week later, Right Angle Entertainments hosted a soft launch for Lawn Fashion Fete 2013. They held an intimate affair on Tuesday evening followed by live Sufi music by Arieb Azhar to announce the advent of Lawn Fashion Fete.
“In the last 10 years, there has been a boom in the sales of lawn and how popular it has become,” said Faisal Malik, Chief Executive Officer Right Angle Entertainments. “It is time we showcased our product to the international market.”
The company claims that this is a brand new concept and will promote Pakistani products around the globe. “We are inviting buyers from the United Kingdom, Russia and India,” said Malik. While no further details as to their identities were disclosed, the company claims that it will set a new standard for fashion weeks in Pakistan in the future.
“A number of fashion weeks are hosted in Pakistan, but there is no real promotion of lawn,” explained Malik. “With Lawn Fashion Fete, we want to bring an exclusive platform for our designers; a place where the right audience is exposed to the new products first.”
The two-day fashion week is set to take place at the Royal Palm Country and Golf Club on March 2 and 3, 2013. An intimate gathering of friends and colleagues enjoyed the launch event as Arieb Azhar serenaded the crowd with his Sufi fusion music. Songs such as Dhamaal, Charsi Bhangi, Sham-e-Qalandar and Lal Meri were some of his more popular tunes.
“Well-respected designers such as Maria B and Rizwan Beyg are with us already and Ali Xeeshan has come on board to do the choreography; hence, we are very confident that this will turn out to be a very successful show,” said Malik.
With yet another fashion week in the fray, it seems that now is a time to reflect upon the usefulness of so many platforms. When the first fashion week was introduced, people across the country started creating their councils and fashion weeks became a norm. The same happened with bridal weeks and now, it seems that the little time we get off from fashion week ‘season’ will be taken over by lawn weeks.
With two lawn weeks scheduled less than a month apart, it will be interesting to see how the audience responds to lawn shows. As we experienced during PFDC Sunsilk Fashion Week 2012 in April, the voile shows got the least response not only from the public but also from the journalists. Having a lawn expo/trade show makes sense, but dedicating a fashion week solely to lawn is something that will be worth seeing.
Now that fashion weeks will be dedicated to a fabric that will sell itself right out of the catalogues anyway, we still wish them best of luck!
Published in The Express Tribune, December 14th, 2012.
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how many days can people in United Kingdom can wear Lawn ? Malaysia or far east countries may not have that strong currency but can be bigger market for Lawn, but again they may be interested in our mills labeled lawn as compare to pre-cut designer lawns! -or may be I'm entirely wrong, as I'm hardly an authority...