Pakistan Fashion Design Council [PFDC] & Sunsilk present their fourth week of fashion, now in collaboration with the Trade Development Authority Pakistan [TDAP] and Expo Pakistan

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KARACHI: Following the success and critical acclaim of three consecutive weeks of fashion, the Pakistan Fashion Design Council and Sunsilk take their week of fashion further to a bigger business platform teaming up with the sixth Expo Pakistan, in collaboration with the TDAP in Karachi. Indeed the fourth installment of PFDC Sunsilk Fashion week will be held in parallel to the trade event. Expo Pakistan is itself organised to explore trade avenues for Pakistan and endeavours to serve as athoroughfare to the commercial and cultural diversity of Pakistani products and services in the hope to further promote export. Thus the Pakistan Fashion Design Council’s association with TDAP for Expo Pakistan looks to further help institutionalise and formalise the Pakistani fashion industry specifically, guiding it towards the processes necessary to become a part of Pakistan’s exports globally.

Moreover, with the fourth PFDC Sunsilk Fashion Week, presenting their spring/summer 2012 prêt-a-porter collections for the season are 23 designers including leading industry labels and designers as well as some of Pakistan’s most exciting new design talents.Staying true to its original format, Karachi can expect 4 days of fashion with a total of 24 shows from: Adnan Pardesy, Akif, Ammar Belal, Ayesha F. Hashwani, FNKAsia, HSY, Khaadi Khaas, Mohsin, Muse, Nickie Nina, Nida Azwer, Republic, Sania Maskatiya, Yahsir Waheed and Zaheer Abbas. Also showcasing will be four new design talents: Batur, Hammad-Ur-Rehman, M. Irfan Ali and Zonia, as supported by the PFDC.The PFDC will be reintroducing afternoon voile shows in Lahore at the fifth PFDC Sunsilk Fashion Week with this current Fashion Week exploring the new association with TDAP and focusing on designer pret-a-porter shows.

Speaking about the PFDC Sunsilk Fashion Week platform, Chairperson of the Executive Committee of PFDC, Sehyr Saigol said: “As a council and as a platform we are proud to bring consistency and sustainability to fashion and now take our platform on to a potentially bigger business platform. With our fourth week of runway shows and this time in association with TDAP, our designer representation in Paris, the opening of our brand new store in Lahore at Mall One and in Karachi later this year at Dolmen City Mall, we endeavour to constantly further our vision of institutionalising the business of fashion. It our belief that in order to grow towards the commercialisation of Pakistan’s fashion industry we must formalise the required processes which includes regular and seasonal showcases streamlining established brands and nurturing newer talents, providing retail avenues and  forging public/private commercial partnerships. We look forward to welcoming you to our fourth week of fashion”

Chairman Unilever Pakistan, Ehsan Malik said: “The Sunsilk partnership with the Pakistan Fashion Design Council (PFDC) has been enduring and exemplary, fruitful and highly rewarding for all concerned. It has been especially gratifying to note that the promise we made that far off day in early 2010 will come to fruition in Karachi when PFDC Sunsilk Fashion Week is being rolled out for the 4th consecutive time. I wish the PFDC, the designers and all the hard working off the ramp talent that beavers away to pull the show together and facilitate the larger business of fashion in such a constructive way, all the very best!” Indeed PFDC Sunsilk Fashion Week S/S 2012 follows the success of the first time participation of seven designers, Adnan Pardesy, HSY, Khaadi, Muse, Nickie Nina, the House of Kamiar Rokni and Zaheer Abbas, selected through their shows on the PFDC Sunsilk runway, at Prêt-a-Porter Feminin in Paris, September 2011. Buyers and media from a diversity of countries extended their interest and support to the Pakistani designers at Prêt a Porter Feminin, including those from Kuwait, Russia, Italy, Saudia Arabia, Portugal, Spain, Brazil, and Switzerland to as far as Angola. Indeed the PFDC believes that through this representation at the Parisian fair, Pakistan was able to showcase its design prowess in the international arena on a serious trade platform.

PFDC Sunsilk Fashion Week S/S 2012 will be staged at one main runway venue and will also include daily exhibitions of collections showcased, at the same venue. Each day will include two main acts with three shows per act. The PFDC Sunsilk Fashion Week shows will be managed by the PFDC, its members and the executive committee; produced by Frieha Altaf of Catwalk Productions with Event Coordination by the R Team, styled by Sabs, The Salon for Women and Khawar Riaz for Men with Designer Management and Buyer Sourcing Consultancy through The Little Black Book and Public Relations by Lotus.

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