Sunsilk Fashion Week 2014 (PSFW) Day 4 Highlights and Pictures

Sunsilk Fashion Week 2014 (PSFW) Day 4 Highlights and Pictures

Online PR News – 17-April-2014 – Lahore – DISPATCH NEWS DESK

The Pakistan Fashion Design Council in collaboration with Sunsilk presented the fourth and final day of the seventh PFDC Sunsilk Fashion Week. Continuing their

goal of furthering fashion retail and synergizing high end design, textile manufacturers and buyers.

The fashion week included ramp walks by leading retail brands, high-street fashion labels as well as textile houses along with a fully functional, state of the art exhibition area. Day-4 featured Voile

shows with Five Star Textile Limited, Warda Prints, Nimsay by Nimra Textile and Lakhany Silk Mills and designer prét-a-porter shows by Rizwan Beyg, Zara Shahjahan, Saira Shakira, Khaadi Khaas, Akif Mahmood and HSY later in the evening.

Speaking about the PFDC Sunsilk Fashion Week platform, Chairperson of the Executive Committee

of the PFDC, Sehyr Saigol said: “As we approach the 10th

weeks, the PFDC shifts gears, bringing the momentum inwards, recognizing the even greater need

to work with brands to build market access and visibility within Pakistan. To this end we embrace an

approach that focuses on building and institutionalising the strength of designers and brands through

national retail prowess and accessibility. To further this, the PFDC instituted a clear mandate on

designer accessibility, not accepting any applications from established brands to participate at

the PSFW show platform unless they demonstrate a visible commitment to retail presence and

accessibility. In this same spirit, we are proud to have pioneered the concept of multi-brand High

Street retail with our PFDC High Street store, and what is even more significant, is its growth in

the last year alone. At the PSFW, we now have 3 dedicated show days for High Street brands. We

also work very closely with all of our emerging designers and several mainstream brands, to help

hone their collections for the runway and retail alike. The idea is to help more established brands

grow their markets and access and to also introduce entirely new talent to the industry – the PFDC

pioneered the entire concept of a new designer program precisely to work closely with burgeoning

talent in the country and then provide such talent the production and retail support through the

PFDC’s own stores. We are fortunate to have such committed sponsors and partners for the work

we do at the PFDC, which gives us the flexibility and impetus to continue to grow our fashion week

iteration of our critically acclaimed fashion

“The PFDC Sunsilk Fashion Week is a key annual event for Unilever and provides us a great

opportunity to take contemporary fashion into the homes of the Pakistani consumers. We recognize

that Pakistan’s Fashion industry is now a major player in contributing to the development journey

of this country and we are delighted that our brand Sunsilk is a part of such a fantastic effort. We

are a company that believes in doing well by doing good and that is why our brands have stood

the test of time and are household names today. Sunsilk is one of our many brands that are loved

by the people in this country.” said Asanga Ranasinghe, VP Home and Personal Care for Unilever

The success of PFDC Sunsilk Fashion Week continues to prompt private sector associates and

provides them with a platform to launch new products, marketing campaigns and promotional

activities. The final day of the PFDC Sunsilk Fashion Week marked the return of Magnum to the

platform for the second consecutive year with their popular custom made ice cream, Magnum

Pleasure Spot. Title sponsors Sunsilk also extended their support as Red Carpet sponsors and

hosted an exclusive Sunsilk ‘Guess the Bottle’ Lounge at PSFW. Official beverage partners Diet

Pepsi hosted a complimentary sampling while Fed Ex – GSP Pakistan Gerry’s International, PFDC’s

official logistics partner, also hosted a special media lounge at the event. Abbas Carpets and special

handling and travel partner, PIA also joined with the PFDC for the first time at PSFW. Further, Day-4

of PFDC Sunsilk Fashion Week 2014 was styled by the artistic teams at Nabila’s and NGENTS.

The show was produced and choreographed by HSY Events, with front stage management by

Maheen Kardar Ali, backstage management by Product 021, Sara Shahid of Sublime by Sara

featured as the official spokesperson for the PFDC, logistics and operations by Eleventh Retail and

photography by Faisal Farooqui and the team at Dragonfly. Hum TV/Style360 were the official media

partners, CityFM89 as the official radio partners while the public relations were handled by Lotus

Client Management & Public Relations.

Five Star Textile Industries started off the Voile Show segment on the final day of PFDC Sunsilk

Fashion Week 2014 with their Spring/Summer 2014 line of collections titled Vogue, Divine, Classic

and Larose. Their signature collection, Vogue, was based in digital prints comprising of graphic

florals, flowing silhouettes and paisley motifs. Divine consisted of festive prints with a blend of colour

and patterns. The Classic collection was Five Star’s celebration of their signature classic prints

ranging from traditional to classic chic. Larose was Five Star’s standard category with floral prints

Following Five Star Textile Industries’ exhibition, Warda Prints made their PFDC Sunsilk Fashion

Week debut with a Spring/Summer 2014 collection titled ‘Glamorous Hattie’s’. With a shocking

colour palette, the collection was motivated by historical textile patterns, historical walls and floor

tiles whose designs originated during the Middle Age, the Renaissance, later European and Islamic

cultures. The collection featured contemporary trends with bold prints featured in silks and chiffons

with noticeable colour combinations.

The third show of the Voile Show segment was presented by Nimsay Redefining Style by

Nimra Textile who featured their Spring/Summer 2014 collection titled ‘Flora’. The collection took

inspiration from different themes including Folk Artisan, Flora & Fauna and Graphic Monochrome.

The brand had worked on fine lawn with silk patches and chiffon dupattas with cuts which included

short shirts and narrow bottom trousers. The collection was centred along a diverse colour palette

which featured black, white, bright orange and red in combination with light pastel tones along with

a dark racing green and light reseda in combination with silver, marine, blue, which aided the brand

in creating a fashionable contrast. Key trends that were highlighted included flora, fauna, tribal, Latin

The concluding Voile show of the day was presented by Lakhany Silk Mills who showcased their

Spring/Summer 2014 collection. The company specializes in producing high class products made

from superior material, utilizing their state of the art technology & equipment and managed to

convince the audience of that fact.

PFDC Sunsilk Fashion Week 2014’s Prèt Show on the fourth and final day was kicked off by

acclaimed Pakistani couturier Rizwan Beyg who was showcased for the second successive time

at PFDC Sunsilk Fashion Week. Having previously shown a truck art inspired collection in the

previous edition of PSFW, Rizwan had worked closely with original truck artists to produce a line

of clothing for his label’s latest collection. The evolution in truck art to move to a digitally printed

“budget friendly” line was a natural advancement for the Rizwan Beyg label where the designer had

renovated the basic idea of truck art for a collection of wearable and affordable digitally produced

prints keeping the basic quintessence of truck art at the vanguard. Showcasing a vibrant colour

palette, he employed the concepts of flora and fauna using funky and trendy silhouettes. Key

elements for this collection were the reinvention of bell-bottoms, flirty ruffle skirts, tailored jackets,

jeans, off-shoulder fun tops, the classic sari and the signature 70’s wedges. The collection also

featured menswear pieces comprising of jackets, hoodies and jeans and was indeed an evolved

version of the collection showcased by the designer last year at PFDC Sunsilk Fashion Week.

Following Rizwan Beyg, designer Zara Shahjahan showcased her prét collection ‘Love Bug’ at

PFDC Sunsilk Fashion Week 2014. Inspired by Jungle floras, the collection was based on silks,

organza, sheer tulle, straight and structured silhouettes. The designs also featured insect inspired

3D embellishments developed in-house at the Zara Shahjahan studio. With a vibrant colour palette

solid colors such as whites, off whites, lime green, lemon yellow, dark blue and black dominated the

collection. Key trends that were highlighted included sheer surface fabrics, cropped tops and pants,

boxy straight silhouettes and short tunics.

The final designer showcase of Act 1 was by fashion label Saira Shakira Making who made their

runway debut at PFDC Sunsilk Fashion Week with a pret a porter collection titled ‘Cirque du Vanite’

stimulated by ‘the circus’. For this women’s wear collection, the brand had used a mixture fabrics

such as organza, chiffons, gold tissue and silks to create a structured yet womanly look. With a

monochromatic colour palette, the collection was primarily based in black and white, with gold and

deep red as accent colours. Key trends that were highlighted included floral, tribal and symmetrical

prints in pleats and sheer fabric with high hemlines.

The first show of Act 2 was presented by acclaimed designer brand Khaadi Khaas. The Khaadi

Khaas collection for PFDC Sunsilk Fashion Week 2014 was inspired by the baroque era. For this

collection, the label had fused numerous big floral digital prints in exaggerated silhouettes to depict

the feeling of summer. With a mix of original digital prints and embroidered ensembles, the collection

had Eastern silhouettes with choice of separates with a lot of layering using embroidered net and

lawn. The collection was mostly in beiges with contrasting accents to add a burst of colour along with

the brand’s lively floral digital prints. Key trends highlighted were layers, lighter coats and jackets to

Following Khaadi Khaaz, Akif Mahmood showcased the label’s Spring/Summer 2014 collection

titled ‘Matadora’ at PFDC Sunsilk Fashion Week. Akif drew inspiration from Spanish bull-fighters and

their drapes with complexly embroidered costumes that represented Spanish culture and history. Presenting simple and straight cuts, Akif had used fabrics such as cottons, silk and raw-silk for a more designed look, fusing his signature intricate patterns to embellish the Matador jackets and pants with gota and dori work with colours such as black, off white, maroon and blue mixed with bright and bold prints. Key collection trends that were highlighted included boleros, short jackets and capes to add an interesting layer to this spring season’s look.
Day-4’s finale was presented by acclaimed couturier HSY. In the spirit of his 20th year motto, “Giving is the new Achieving” Hassan Sheheryar Yasin brought to PFDC Sunsilk Fashion Week 2014 a collection titled ‘Sher’ which was in homage to and in support of, women empowerment. To this end, Team HSY collaborated with the Anjuman-e-Khuddam-e-Rasul Allah (AKRA), a renowned
community based NGO in Shergarh, district Okara, which is working towards refining education and poverty alleviation. The collection featured both men’s and women’s wear based in luxurious fabrics including pure chiffons, silks, and georgettes paired with native embroideries fashioned by the female artisans of the village Shergarh. ‘Sher’ was based in a diverse colour palette motivated by earthy colours naturally witnessed in the rural environment, particularly in Shergarh. The colour of wood, water, pure indigo, beiges, chili red and tumeric yellow were blatantly featured in the collection. Highlighted trends included looser silhouettes, varying options of short and long hemlines, indigenous embroideries, summer jackets and overalls.

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