ISLAMABAD: Islamabad Fashion Week 2011 has raised many eyebrows from the fashion industry regarding the unconventional manner of its organisation.
It is safe to say that the usual mega fashion labels such as Hasan Sheheryar Yasin (HSY), Sana Safinaz and Khadija Shah have not been invited to participate in the venture.
Tariq Amin and Faiza Amin aim at opening up trade barriers between Pakistan and the rest of the world’s fashion industry with this event and hence, chose Islamabad — the primary house for the diplomatic community — for the launch.
Hoping to captivate the eye of the international community, Fashion Week Islamabad will hold three pret shows a day and a couture show in the evening. Major focus is being laid on the pret line, “Pret lines sell! You look at the international markets and even in high end fashion it is pret wear that always sells. There is only a niche market for couture and Pakistan has seen and shown its beautiful couture collection. This is the time for pret wear,” said Faiza Amin.
With four featured couture shows by Nilofer Shahid, Tia Noon and Kamiar Rokhni, Rehana and Shakeel Saigol, and Ammar Belal, Islamabad Fashion Week is looking to create a launching platform for upcoming designers.
The trade fair incorporated within the umbrella of fashion week, allows potential investors to meet with Pakistani manufacturers. Aspiring to represent a new niche of designers, Islamabad Fashion Week is unique in its concept and the organisers are hopeful it will convey the ideology behind its foundation. While preparations for the event are underway, the event will kick start on January 27.
Make up artistes
The absence of Ather Shahzad and Khawar Riaz has been somewhat of a controversial topic. However, the event intends to bring in Shaheen Saeed, Rukiya and Angie Marshall from Karachi and Tony & Guy from Lahore; each artiste will be taking care of the pret shows. The four day Fashion Week will divide the work load by allocating one stylist per day to take care of the shows that entire day. All couture shows will be managed and styled by Tariq Amin.
Since everyone wants to make this Fashion Week a unique one, security measures have been taken up a notch. Invites are being sent out in the form of passports with each show having its specialised stamp. Just when we thought visas weren’t required within Pakistan, Fashion Week makes the visa culture an integral part of their event. Each passport will hold the national identity card number of the invitee and a stamp for each show they are invited to. An immigration desk, run by PIA staff, will be placed next to the security check in and the creme de la creme of Islamabad will pass through immigration to enter the premises of Serena Hotel.
While audiences are tired of watching models walking down the ramp to Nusrat Fateh Ali Khans “Afreen Afreen” and “Piya Re”, Islamabad Fashion Week promises a fresher take on music by bringing on board Dj Mas from Islamabad meaning that this years fashion week will be home to trance and house music.
Marginalised schools and designers
When one thinks of Fashion Schools in Pakistan it is the Pakistan School of Fashion Design and Karachi School of Textile and Fashion Design which come to mind. However, Islamabad Fashion Week is making way to represent the usually marginalised schools including Iqra University and the Gujranwala Institute of Fashion Technology. Along with the students from these universities, underground fashion designers have also been invited to participate. After careful scrutiny, the designers have been given the official colours for Spring/Summer 2010 and have been asked to work within the domain of these palates. With World Fashion TV covering the event, these designers are sure to get the recognition they have been craving.
For the first time in the history of any fashion week being held in Pakistan, a model hunt was conducted to bring on board new models. After an extensive search, 30 emerging models from Lahore and Islamabad were picked out. The new models have been through vigorous training and Tariq Amin remains positive that they (new models) will pull be able to through the week. Senior models have not been left behind but will be walking the ramp for the couture shows.
Published in The Express Tribune, January 25th, 2011.
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