Fashion in the frontline

People behind PLBW give insight into the past, present and future of fashion in Pakistan

LAHORE:

Despite the end of PFDC L’Oreal Paris Bridal Week (PLBW), the event has turned up the heat for fashion to come. What might seem a simple task for a council or sponsor to take on twice a year, the effect such shows have on the industry is unfathomable.

The event is part of a wider effort to bring a businesslike approach to local fashion. Pakistan has long been feted as a breeding ground for brilliant designers and with the event now in its fourth year, has brought about a retail boom across the country. With Pakistan Fashion Design Council (PFDC) becoming strict in their policies and refusing people from showing, title sponsors are working diligently to complement the industry. This push to bring Bridal Week to a wider range of designers is likely to pay off. The Express Tribune talks to the stakeholders of PLBW to see their vision for the future of bridal fashion in Pakistan.

PFDC

“The designers are waking up with bridals now,” begins PFDC Chairperson Sehyr Saigol, “They have become aware of ramp effectiveness and it is not just about putting up beautiful outfits anymore.”  Saigol has been the driving force behind the success of PFDC, where recurring title sponsors and corporates now coming in and using the platform to not only launch their new products but also recharge their brand image. “Bridal fashion is a lot about technical expertise, the techniques used in creating an outfit are very important and we take great care in noticing that,” she continues, “Corporate sponsors have been giving new designers a platform to showcase. New designers are always the most exciting ones and I think design houses like Saira Shakira have a lot of potential because their technical vision is very strong.”



L’Oreal Pakistan

“It is important for international brands to take some root into the local market,” says L’Oreal Pakistan Managing Director Musharaf Hai. “L’Oreal should be visible, accessible and relatable, and in Pakistan there is one desire that cuts through demographics, geography and the socio economic structure that’s the idea of being the perfect bride,” she says.  Hai explains that it is now about bringing more brands into Pakistan and offering its people further comprehensive ranges of products. For L’Oreal, Bridal week was the right fit because it is high-end and has massive cultural value attached to it, Hai believes that PFDC has worked towards creating credibility and has become an institution with structure, leadership and the know-how of fashion.

“PLBW has allowed us to have a better insight into the market and what people want to see, we use this platform to educate people about the new technologies coming into the development of beauty products. Allowing us to create looks for the season and when it comes to fashion, there is no substitute for make-up,” Hai added.

Supporting new comers

Whether it is the upcoming theater troupes or the ‘Rising talent’ segment of PLBW, Bank Alfalah has oflate associated itself with supporting new talent. That segment at fashion week has become a regular feature and it made us wonder about the future of conglomeration between a bank and the fashion industry. “We are a young brand ourselves and we connect with emerging talent, there is a lot of potential for them to grow,” says Bank AlFalah Head of Media and Brand Activation Maryam Agha. “Our agenda is to create a comprehensive pool of talent from every field of the arts and eventually become a source for providing talent to organisations.”

With Rs3 million as reward money for the best emerging talent collection this season, Bank AlFalah has also partnered up with Fashion Pakistan Week and LLF in search of poets, photographers and writers.

Published in The Express Tribune, October 16^th, 2014.

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