Pakistan Fashion Design Council Sunsilk Fashion Week 2015 PSFW

From the introduction of Design District, the country's first craft, fashion, textile and design based district, to designers getting bolder in designs - the four-day gala saw eight high-street brands, 16 luxury/prêt designers, six textile brands and four emerging names showcasing their creativity.

The event was also unique in terms of presentation as there were three distinct platforms dedicated to three different design patterns. While day one was dedicated to showcasing by luxury/prêt designers, day two and four had both high-street brand followed by luxury/prêt shows.

The third day featured creations by textile houses to highlight Pakistan's textile prowess and high street fashion strength.

Saad Ali, CEO of PFDC, said that each year, they aim to improve the structure of the show and work with high street, textile and mainstream/emerging luxury/prêt designers to find the best possible platform for the business of fashion.

“For the last few years, we introduced entirely separate categories for all of the aforementioned categories. This year we took this vision one step further, introducing dedicated days for lawn (fabric) and luxury pret as well, a decision that we feel was well-received and will result in dividends for all participating designers and fashion brands,” Ali told IANS.

“With a restructured and streamlined format, with no breaks between the luxury/prêt shows specifically, we feel that the overall time management of the event was vastly improved which made for a more beneficial PSFW experience for all stakeholders involved,” he added.

Some of the participating names who impressed fashionistas with their collections were Fahad Hussayn, HSY, Huma and Amir Adnan, Misha Lakhani, Nida Azwer, Natasha Kamal and Syeda Amera, Hassan Riaz, BeechTree, Shirin Hassan and Gul Ahmed.

While some opted for ethnic lines with shalwars, shararas and ghararas with heavy detailing and craft work, there was also a heavy display of bold cuts and patterns - for instance, off-shoulder gowns, short-length dresses, crop tops and thigh-high slits.

One wondered if there were takers of such bold designs in Pakistan. To that, Ali said: "Yes. There are buyers from Studio 8, PFDC representatives in India and others who came to see the collection. We are stocking about 20 designers over here...so there are many things happening."

Ali noted that designs from Pakistan also find a good market in India, and the trend is getting a push thanks to the Pakistani shows that are being beamed in India via Zindagi TV.

"Those shows are dictating fashion, so I think Pakistani fashion is evolving,” he said, and emphasised that "strengthening the capacity building and operational efficiency of the Pakistani retail fashion industry" is what they are targeting.

Apart from shows, another highpoint of the event was the introduction of Design District, that will also house a first-of-its-kind Textile Museum in the country.

On the concluding day of PSFW 2015, PFDC chairperson Sehyr Saigol announced that the Design District is a "step to further the business of fashion - a measure and initiative that drives our very ethos and vision of promoting craft, design and fashion in synergy".

“It will serve as a multi-purpose specialised facility to assist in developing and enhancing the art and craft industries, which are an integral part of Pakistan’s rich design legacy,” she said.

All in all, the Pakistani fashion industry knows where its strength is, and the people concerned are making efforts to promote it in best possible way.