PFDC L’Oreal Bridal Week 2017
The fashion industry in Pakistan has upped their game in the past few years and it is now one of the leading industries in the country. Fashion as a phenomenon is something that is very dynamic and in constant change, which is why the people in the business have to keep bringing something new to the table.
Earlier, in October, Lahore was host to another glamorous event; the PFDC L’Oreal Bridal Week 2017 (PLBW).
This year the Pakistan Fashion Design Council (PFDC) set a new benchmark in the fashion realm as they revised the fashion week’s platform format. They introduced two new sets of shows for the fashion week; the early evening and evening shows.
In the early evening, the PFDC featured the popular and commercially acclaimed brands. Later in the evening, the luxury design houses showcased their bridal collections.
Even though fashion weeks are losing their exuberance, much like fashion itself, PFDC tried to keep the show going as they moved away from the past concepts of these shows being merely a form of entertainment. The council worked together to make sure that diverse fashion expression was offered.
Ever since its inception PFDC has been representing and promoting Pakistani designers at all levels, both locally and internationally.
The council has also organised several successful fashion and bridal weeks, thus mapping Pakistan on the international fashion week circuits.
Moreover, it has become the official representative in Pakistan for The World Fashion Organization and World Fashion Week. They also focus on merging traditional handicrafts with contemporary designs as their objective is to connect the craftsman to the designers who come together and put their ideas and skills to use in order to create something that won’t just satisfy the designer but take the audience by storm as well.
These weeks are attended by high profile international buyers and media. The idea is to help the designers who showcase their collections to meet and network with personalities from the international world of fashion and media to build their brands and get the exposure they need. In this way, they facilitate the revival of the crafts sector and highlight the significance of South Asian embroideries.
Coming back to this year’s PLBW edition, the introduction of early evening shows worked well in the favour of the council. Just like any other fashion event, the commercially known brands like IVY, Jeem, Farah & Fatima and Sara Rohale Asghar showcased the latest bridal couture collections and was, as always, an elaborate affair.
The introduction of this segment for the bridal edition was to attract the local and international buyers to approach these renowned commercial brands. PLBW was merely just a platform to work the trading system and generate business for the brands.
According to international fashion weeks practice, the shows are done in a format where the audience is relevant. Earlier, the set of designers were divided into two halves every day. As this format is introduced, the bridal designers are split by shows and so is the crowd. This is done so the filtering the relevant audience is easier.
Fashion is a universal language that allows the construction and deconstruction of our identities and shapes our look to show certain attitude or values. Just like that, bridal wear is tricky yet very personal to the brides. Hence, the dilemma to get the perfect wedding dress at a reasonable cost is always troublesome for them. The objective of these early shows is to showcase brands that are reasonable yet popular.
Designers like IVY and Farah & Fatima have made their names in the industry because of their prêt wear and shoes respectively. As they showcased their bridal wear in this PLBW edition, it gave them a chance to add the experience to their portfolio, thus increasing their current clientele. This not only adds to their reputation in the market but provides them with a chance to get more exposure and an opportunity to expand their business.
However, when you compare these to the late evening shows, that space is usually given to veteran designers who showcase their new collection as they deserve the prestige. Brands like Ali Xeeshan, Fahad Husayn, HSY and so forth have spent years in the industry shaping new trends in the scene. They are known to be the maestros of bridalwear because they have been in the industry for that long. Platforms like PLBW is simply a chance for them to bring forth their new collections and trends. These designers are known to add a certain style and glamour, yet never lose the actual essence of the collection.
The introduction of this format seems to have worked as the show was more organised and the relevant audience was present for each segment. With every passing edition, PFDC keeps raising the bar for the industry and keeps its focus on the business of fashion intact.
