In the lead up to the 8th PFDC Sunsilk Fashion Week [#PSFW15] being held from the 18 – 21st of April 2015, the Pakistan Fashion Design Council reveal their participating designers, textile houses and high-street brands along with information on their evolving corporate synergies.

PFDC Sunsilk Fashion Week 2015

Indeed the 8th PFDC Sunsilk Fashion Week marks the twelfth fashion week platform initiated by the Pakistan Fashion Design Council [with eight weeks of prêt-à-porter and four of bridal fashion] and is a direct manifestation of the Council’s commitment to sustainability and discipline within the business of fashion and the facilitation of Pakistan’s retail industry. Indeed PSFW endeavors to define and present trends for 2015, focusing specifically on fashion for the regions' long hot summer months.

Moreover, to further their structured approach to fashion showcases, the PFDC Sunsilk Fashion Week 2015 team builds on their commitment to 3 distinct platforms within PSFW with separate and dedicated showcases by Luxury/Prêt designers only on day 1, early evening High-Street brand shows followed by late evening Luxury/Prêt shows on days 2 and 4 with day 3 dedicated to shows for Textile houses only. 

In terms of show line up, expect Luxury/Prêt collections from Fahad Hussayn, HSY, Huma & Amir Adnan, Misha Lakhani, Muse, Nickie Nina, Nida Azwer Atelier, Republic by Omar Farooq, Saira*Shakira, Sana Safinaz, Sania Maskatiya, Teena by Hina Butt, Zara Shahjahan and Zonia Anwaar. The PFDC also introduces debut solo ramp showcases for designers Hassan Riaz, Natasha Kamal and Syeda Amera with their Luxury/Prêt collections.

Further the PFDC extends their collaboration with Bank Alfalah again, collaborating to present the Bank Alfalah Rising Talent showcase comprising of 4 emerging designers. Indeed, Bank Alfalah’s patronage of the PFDC has grown from being a permanent banking partner to now working with the PFDC to nurture an entire generation of Pakistan’s emerging design talent, through this showcase. Additionally, Bank Alfalah will also be sponsoring the winner of Bank Alfalah Rising Talent Show through a dedicated rack display at the PFDC Lahore multi-label outlet for up to 6 months post PSFW whereas the PFDC itself has offered its participating designers complimentary 3-day exhibition space at its Lahore multi-label store between 15th April and 15th June 2015.

In addition to the aforementioned Luxury Prêt showcases, the PFDC expands on popular demand their High-Street show platform to 2 days of afternoon High-Street shows featuring: BeechTree, Chinyere, Erum Khan, Generation, House of Arsalan Iqbal, Rayya Gilani and Shirin Hassan, highlighting contemporary affordable ready-to-wear apparel. Day 3 will be dedicated to Textile Mill Voile shows and will feature: Alkaram Studio, Gul Ahmed, Harmony by Hang Ten, House of Ittehad, Shubinak and Warda Prints.

Speaking about the PFDC Sunsilk Fashion Week platform, Chairperson of the PFDC, Sehyr Saigol said: "With the 12th iteration of our critically acclaimed fashion weeks, the PFDC is always working to streamline our prêt-à-porter platform to make the PSFW experience more beneficial for all stakeholders in terms of show experience, exposure and ultimately, retail value. To that end, each year we look inward to find the best possible formats and categories to benefit the very trade and business of fashion. In this vein, we introduce 3 separate categories for Luxury/Prêt, High Street and Textile at PFDC Sunsilk Fashion Week, giving each entirely separate show space, times, audience exposure and viewing power.  Our High Street fashion brands have been given a standalone show time on two separate days as early evening shows and Textile brands a separate dedicated day for Voile shows on Day 3 of PSFW 2015, a measured step to further highlight Pakistan’s textile prowess and high street fashion strength which are of significant importance to national and international fashion markets. As per past tradition, we continue to work closely with all our emerging designers and mainstream brands to help hone their collections for the runway through mentor-ship by senior PFDC Council members and with retail support through the PFDC’s own stores and network. We are grateful for the committed support of our sponsors and partners which provides us the stimulus to further enhance our fashion week platforms and out forth the best face of Pakistani fashion on a consistent basis.”

“The Sunsilk girl is an achiever, with an air of enthusiasm and positivity. Great hair can give her the extra dose of confidence so with Sunsilk by her side, she is empowered to take on life. Fashion is very close to this aspirational Pakistani girl making the PFDC Sunsilk Fashion Week a highly valued platform for us. We recognize PFDC’s efforts to promote the fashion industry and experienced and upcoming talent alike. Sunsilk has been a part of this fantastic journey for 6 consecutive years and continues to shape aspirations, taking contemporary fashion directly to the homes of consumers and encouraging them to script their own stories of success” said Asanga Ranasinghe, VP Home and Personal Care for Unilever Pakistan.

Indeed the success of PFDC Sunsilk Fashion Week continues to prompt private sector associates to grow in their engagement of the platform to launch new products, marketing campaigns and promotional activities. To that end, the PFDC’s evolving partnership with Sunsilk grows exponentially this year whereby in addition to their title patronage, Sunsilk also takes over the coveted PFDC Sunsilk Fashion Week red carpet and the Green Room/Backstage, as sponsors. This extension of their support is indeed a manifestation of the brand’s belief in and commitment to the platform. Also in continuation of their support for the platform, Fed Ex – GSP Pakistan Gerry’s International returns to PSFW as the official logistics partner, offering the PFDC a special arrangement for international designer consignments.

PFDC Sunsilk Fashion Week 2015 will be styled by the creative teams at Nabila’s and NGENTS. Show production and choreography is by HSY Events, front stage management by Maheen Kardar Ali, backstage management by Product 021, Sara Shahid of Sublime by Sara as the official spokesperson for the PFDC, logistics and operations by Eleventh Experience and photography by Faisal Farooqui and the team at Dragonfly, Hum TV/Hum Sitaray as the Official Media Partners, CityFM89 as the Official Radio Partners with all media management by Lotus Client Management & Public Relations.

For more information and to live stream each show, log on to: http://www.pfdc.org/ and http://www.facebook.com/PFDCOfficial or follow PFDC on twitter and on Instagram.