Lux Style Awards set to return to Karachi

Show adds new digital creators’ category to honour online storytelling

Lux Style Awards is gearing to return to a physical stage in Karachi in December. This year’s ceremony theme, Mirror the Magic promises new collaborations, a renewed vision and an event that celebrates “Pakistan’s creative spirit” for the world to see, according to a press release issued on Friday. 

This will be the award show’s proper comeback after being halted twice. In 2020, the LSAs opted out as the Covid-19 pandemic staggered global events. Unilever instead donated the ceremony’s budget to the Akhuwat Foundation to support fashion industry workers affected by lockdown closure. The brand later acknowledged the winners of the 19th edition online. Then, in 2025, the awards were disrupted again, following heightened India–Pakistan tensions in May. The winners of the 23rd Lux Style Awards were announced digitally again, with no formal ceremony.  

This year, the LSAs are introducing a new award category dedicated to digital content creators, to honour a space that has grown considerably after the lockdown. “As an audience-driven platform, the 24th Lux Style Awards introduced this category to acknowledge their growing impact on the creative economy and their role in shaping the future of storytelling,” said Samir Sultan, general manager of Personal Care, Unilever Pakistan.

The show is aiming for “infused collaborations between real and reel achievers,” a phrase that likely points towards influencer crossovers and pop culture mash-ups. 

The organisers promise a broader reach this year, with nominations to be announced in the following weeks.