As the Pakistan Fashion Design Council [PFDC] prepares to host their landmark 10th consecutive season of PFDC Sunsilk Fashion Week [#PSFW17] from 02 – 05 of March in Lahore, they are aiming to evolve the show concept and structure.
Starting with #PSFW17, the PFDC endeavours to continue to advance the pioneering platform towards an international and global standard and standing. This season, this is being done in a twofold manner: Firstly, the Pakistan Fashion Design Council has researched, developed and now engaged globally seasoned experts from the UK to create a first of its kind production team. This team includes specialists for lighting, sound, choreography and set design. To this end, the PFDC introduces the London based Mustang Productions, headed by Sadia Siddiqui, who will produce PFDC Sunsilk Fashion Week for 2017.
Further, the Pakistan Fashion Design Council will be engaging an international diversity of models to complement Pakistan’s top and burgeoning model lineup.
Secondly, the PFDC also announce a structural change to the show format whereby each of the four days will be designed into a curated and edited range of either solo designer or duo designer/high street retail/lawn shows divided between two entirely separate show spaces and two independent ramps within the same venue. This comes as a deliberate move from the Council to grow fashion week into a more exclusive and premium platform allowing fashion houses rather more independent showcases within the fashion week diaspora and to therefore show to more selective and dedicated audiences.
“I believe fashion and the retail/showcase of it are always in a state of growth. It is therefore of critical importance that we as the Council respond to change as it happens and in fact lead the evolution where we can; be it to integrate the concept of independent, solo showcases within the folds of fashion week, pioneer a new concept of duo shows, introduce two independent show spaces et al. We have through the years set a precedent for change in order to better structure the discipline of a fashion week. This year we are delighted to take this belief to a new standard as we bring in a team of international experts to produce our show and we look to work on the definition of a new standard of how design can be presented, bearing in mind our ultimate aim, which is to further the business of fashion. We are as always extremely grateful to our teams from production and direction, our founding member HSY, all whom have worked tirelessly though the years to make our fashion weeks a success and bring us to where we are today.” said Sehyr Saigol, Chairperson of the PFDC.