Fashion writers play dress up!

Labels Lahore hosts a blogfest where bloggers and journalists model designer clothes.

LAHORE:

Multi-brand store Labels hosted a blogfest in Lahore on Tuesday evening, bringing together designers, journalists and bloggers under one roof — the beautiful residence of Elan’s Khadija Shah — to play dress up.

The beauty of the event was that, instead of models, journalists and bloggers were seen dressed up in designer outfits with photographers clicking away at their cameras and trying to capture some light and candid moments. The event generated buzz on Twitter and Facebook as well, with people sending in live updates about outfits being modeled.

The designers featured were Elan by Khadija Shah, House of Design by Nasreen Shaikh, Ayesha Khurram and Sadaf Khan of Silk by Fawad Khan. They were asked to bring 10 to 15 pieces of prêt and luxury prêt wear each from their latest collections. They complied, bringing pieces in medium and small sizes, with and without sleeves.



“The idea is not just to create hype about the store, but also to show our clientele how these clothes can look on regular people,” said Anum Akram of Labels Lahore. “It gives clients confidence to see how women of different sizes will end up looking in a potential outfit,” she added. From heavily embellished outfits by Elan and Nasreen Shaikh to semi-formals by Ayesha Khurram and Fawad Khan’s Silk, there was an abundance of options for fashion slaves.



The event generated buzz on Twitter and Facebook as well, with people sending in live updates about outfits being modeled. PHOTO: PUBLICITY

Bloggers present at the event included Amara Javed of Pink255, Meher Tareen and Samina Khan of Paper Magazine blogging for Style On Paper and Amna Salman from Style Stripped. Shehrbano Taseer came to represent The Sunday Times. This three hour long soiree included a lot of costume changes with Asma Mumtaz of The Dresser available at hand as the official stylist doing hair and make-up. In many ways, the writers got a feel of what models have to go through to bring together a shoot. With cameras flashing everywhere and beautiful clothes being passed around, it really felt like we were playing dress up for grownups!

Published in The Express Tribune, December 20^th, 2012.

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