PFDC SUNSILK FASHION WEEK DAY 1 HIGH-STREET SHOWS

The seventh PFDC Sunsilk Fashion Week officially commenced on 11 April 2014, marking the fifth consistent year of the prêt a porter platform. In keeping with the objective of furthering fashion retail and synergizing high end designers, textile manufacturers and buyers, fashion week includes ramp shows by leading retail labels, high-street fashion brands as well as textile houses along with a fully functional, state of the art exhibition area.
Day-1 marked the first day of the afternoon High Street Fashion Shows featuring MK Nation by Karma, ChenOne and Ittehad Textiles, followed by the Bank Alfalah Rising Talent Show and designer prét-a-porter shows by Mohsin Ali for Libas, Nickie Nina, Sania Maskatiya, The House of Arsalan Iqbal and Ali Xeeshan Theater Studio later in the evening.
Day-1 of PSFW marked the return of Magnum to the platform for the second consecutive year with their popular custom made ice cream bar, Magnum Pleasure Spot. Title sponsors Sunsilk also extended their patronage as Red Carpet sponsors and hosted an exclusive Sunsilk ‘Guess the Bottle’ Lounge at PSFW. Official beverage partners Diet Pepsi hosted a media lounge and undertook complimentary sampling while Fed Ex – GSP Pakistan Gerry’s International, PFDC’s official logistics partner, also hosted a special media lounge at the event.
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 as the official spokesperson for the PFDC, logistics and operations by Eleventh Retail and photography by Faisal Farooqui and his team at Dragonfly. Hum TV/Style360 were the official media partners, CityFM89 as the official radio partners and all public relations by Lotus Client Management & Public Relations.

HIGH-STREET FASHION SHOWS DAY 1

MK Nation by Karma: The High Street Fashion segment of PFDC Sunsilk Fashion Week 2014 was opened by MK Nation by Karma who showcased their Spring/Summer 2014 collection titled ‘Style Squad’. The collection comprised of trending tongue in cheek, retro-mod, clean chic, uber cool and statement-centric staple separates designed for the fashionably definitive closet.
This was surely my favourite collection out of the three. Ranging from skulls and newspaper prints to elegantly styled kurtas, the collection had something for everyone from a quirky teenager to an office going lady. Maheen Kardar also looked poised and elegant in a piece from her own collection. Some of my favourite pieces from the collection are:

Pareesa High Street by Sahar Atif: The next show was by leading textile house ChenOne who presented the ‘Pareesa High Street by Sahar Atif’ line’s Spring/Summer 2014 collection titled ‘The Darling Buds’. Inspired by the spring season itself, the collection was purely an experiment of amalgamating floral prints with modern contemporary fabrics and cutting edge silhouettes. Fabrics such as light breezy printed chiffons draped into flowy silhouettes were used with minimal embellishments and a diversity of colour palettes such as pastels ranging from ivory and shades of pink to marigold yellow and sharper blues.
 The floral prints gave a promise of freshness coming summer and were to die for. I really don't know if it makes sense but I liked how the cuts were flowy yet structured. We did see the feminine draping and volume but it was not as crazy as we have been seen for the past couple of years. Laser cut tops were a big focus in the collection. I liked that feminine look but its not very practical when all the time you have to worry about your dress getting stuck somewhere.

Ittehad Textiles: The concluding High Street Fashion show of the day was showcased by Ittehad Textiles who presented a collection titled ‘Neoterica’. Inspired by various cultures from around the world, the collection also featured menswear pieces from the brand’s I-Man range. The Spring/Summer 2014 collection came in contemporary and stylish cuts merged with the combination of conventional and unconventional embellishment with a color palette based in bright colors with a blend of pastels and earthy tones. Renowned media personality Juggun Kazim walked the ramp as the celebrity showstopper of the brand’s fashion presentation.

The collection was styled beautifully with the traditional lawn transformed into contemporary cuts. Though the outfits looked good overall, except for a few, the prints didn't catch my eye unfortunately.

The music and choreography were good. The shows were a hit for me but PFDC really needs to work on being punctual.

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Love,
Hira.