LAAM Fashion Week blends heritage, contemporary fashion

Pakistan's retail brands, labels, designers shine in series of glamorous runway presentations

KARACHI:

LAAM Fashion Week Season 2 entered its third day on Sunday, bringing together Pakistan's retail fashion brands, contemporary labels and independent designers in a series of runway presentations exploring traditional craftsmanship, modern silhouettes and changing ideas of style.

The day's programme was divided into three segments: the Retail Runway, LFW Edit and Designer Showcase, reflecting the range of businesses and creative voices shaping Pakistan's fashion industry.

The fashion week also saw several familiar faces from Pakistan's entertainment industry take to the runway. Actresses Sonya Hussyn, Iffat Omar, Durefishan Saleem and Sarwat Gilani were among the celebrities who walked the ramp, adding a star presence to the event alongside designers and fashion labels.

The Retail Runway featured MISL, Abaan Zohan, Agha Jaan and Malhaar. Their collections drew on traditional South Asian formalwear, with embroidered fabrics, rich colours, flowing silhouettes and intricate handwork. Malhaar's Resurgence, in particular, explored the relationship between South Asian couture traditions and contemporary femininity through zardozi, zari and reinterpreted classic silhouettes.

The second segment, LFW Edit, brought together U&I by Umer Imrana, Project 1959, Sadhbarg and Aramis Haijaan. The collections moved between handwoven textiles, structured tailoring, elaborate prints and experimental styling, highlighting the diversity of contemporary retail fashion.

Project 1959 presented its Autumn/Winter 2027 collection through a combination of sculpted outerwear, bold prints and fluid draping, while Sadhbarg incorporated South Asian dress with statement accessories and theatrical silhouettes.

The evening's Designer Showcase shifted towards more concept-driven presentations. Mo by Mohsin Tawasuli explored heritage through modern silhouettes, while Souchaj by Mehak Junaid revisited old-world romanticism and traditional craftsmanship.

Rici Melion presented his label Rici Belion through a collection centred on formal menswear, featuring tailored tuxedos, velvet and sculpted lapels.

The day concluded with Fahad Hussayn Print Museum's An Atlas of Empires, which examined how artistic influences travelled across Central Asia, Persia, Afghanistan and the Indian subcontinent. Drawing on architectural patterns, floral motifs and historical references, the collection explored how inherited visual traditions can be reinterpreted through contemporary couture.

The third day followed two days of varied runway presentations. Day 1 opened with Starry Night, a collective showcase featuring designers including HSY, Hussain Rehar, Deepak Perwani, Sania Maskatiya, Mahgul and Zainab Chottani. Emerging designers from the Pakistan Institute of Fashion and Design also presented collections through The LFW Hot List. The day concluded with Meeras by Nilofer Shahid's presentation tracing the evolution of Pakistani dress through the Nawab era, colonialism and modern Pakistan.

Starting as a fashion choreographer in 1994, Yasin worked both as a choreographer and designer to various shows within Pakistan and international shows including Dubai, London, New York City and Toronto.

2000 marked the introduction of Yasin's own fashion label, HSY. Starting as a bridal and formal wear couture house, it became one of Pakistan's most recognized fashion labels and employs over 350 people and six stores internationally (including Dubai), with the flagship housed in Lahore. In 2003, Karachi-based Diva Magazine placed Yasin on the cover of their "Most Powerful People" issue and as one of their 10 "Faces of the Year".

In 2007, Yasin introduced a jewellery line under the HSY brand.

In October 2026, Pakistan International Airlines announced that designs by HSY had been selected for its new cabin crew uniforms, which will officially enter service on October 31. The airline described the uniforms as "engineered for long-haul durability and ergonomic movement," featuring "soft, breathable fabrics [and] structured tailoring."

Deepak Perwani introduced the fashion label Deepak Perwani (DP) in 1996 as a bridal and formal wear couture house. The Bulgarian Fashion Awards named Perwani the sixth-best fashion designer in the world in 2014.

Perwani's accolades include seven Lux Style Awards and a Guinness World Record for designing the largest kurta in the world. He has been Pakistan's cultural ambassador to China and Malaysia, and regularly represents the country's fashion scene at local and international events. He has designed for high-profile figures such as Javed Akhtar and Shabana Azmi, among other celebrities. Additionally, Perwani has acted in a few TV shows and films, having made his debut in the drama Mere Paas Paas (2004–05).

Day 2 featured retail and high-street labels alongside independent designers, including Parishae Adnan, DUNO by Hassan and Yahsir Waheed, Emraan Rajput and Jugnu Studios by Hussain Rehar.

LAAM Fashion Week Season 2 concludes on Monday with its fourth and final day.