Runway-to-e-tail revolution returns to Lahore

The LAAM Fashion Week (LFW), Pakistan's first runway-to-e-tail fashion platform, will return for its second edition in Lahore this October, with organisers opening registrations for designers and fashion brands across the country.

The announcement comes months after the inaugural edition, held in Lahore earlier this year, brought together more than 37 designers and brands from across Pakistan's fashion industry. The four-day event featured everything from high-street and pret wear to luxury couture and bridal collections, reflecting what organisers described as the country's complete fashion ecosystem.

Unlike traditional fashion weeks, LFW allows many collections showcased on the runway to become available for purchase online immediately after the shows, linking fashion presentations directly with retail sales.

The first edition included designers such as HSY, Ali Xeeshan, Nomi Ansari, Fahad Hussayn, Karma, Deepak and Fahad and Sadaf Fawad Khan, while high-street and retail brands also shared the runway. According to organisers, the event was livestreamed globally and attracted viewers from more than 100 countries, highlighting growing international interest in Pakistani fashion.

Announcing the second edition, LAAM Co-Founder and CEO Arif Iqbal said the platform was created to make Pakistani fashion more accessible and globally connected. "The first edition showed us what is possible when creativity, commerce and technology come together with purpose. LFW2 is about taking that vision forward with greater scale and stronger integration."

The second edition of the LAAM Fashion Week is scheduled for October 2026 in Lahore, with organisers aiming to further expand opportunities for Pakistani designers to reach audiences at home and abroad.