The 4th & final day of the ninth PFDC Sunsilk Fashion Week’16 was held on March 13th, 2016. This season marks the fourteenth fashion week originated by PFDC with 8 weeks of prêt-à-porter and 5 of bridal fashion, and expresses PFDC’s commitment sustainability and discipline within the business of fashion and the facilitation of Pakistan’s retail industry. Indeed PSFW16 endeavors to define and present trends for 2016, focusing specifically on fashion for the regions' long hot summer months. The Day-4 of the fashion week featured High-Street Fashion shows by the MBM, HSY Limited, Shirin Hassan and Sobia Nazir and a designer prêt-à-porter show by Deepak Perwani followed by voile shows featuring Alkaram, Khas, Warda Prints, House of Ittehad, Harmony by Hang Ten and Gul Ahmed.
“At the heart of PSFW is our commitment to present the trends and looks for the season ahead. To that end, we are delighted to be presenting such a diverse line up this year of Pakistan’s most anticipated brands across four days of shows. At the PFDC, we are equally happy to have expanded our business vision to bring to the industry the PFDC Fashion Active. This is a pioneering new platform whereby we have introduced a first of its kind specialized and dedicated space for fashion showcases, trunks shows and exhibitions all year round – not just limited to seasonal fashion weeks. We bring to all productions at the Active the spirit of mentorship, through the seasoned experience of the PFDC’s executive council, event production, modelling and choreography teams, fashion styling expertise, photography, collection editing services and a panel of fashion and business experts to produce fashion content for brands; a complete fashion experience as it were.” said Sehyr Saigol, Chairperson of the PFDC Council.
“We believe that every girl deserves beautiful hair. If you're dressed to the hilt, have new shoes and are excited about a day spent with your friends, the look will not be complete unless your hair makes you happy. We want black shiny hair, we look for hair fall solutions, and we applaud thick and long hair and crave perfect straight hair. Sunsilk has been delivering the same to the Pakistani consumer since decades. A love for fashion and beauty is at the heart of a modern day girl’s life and at PFDC Sunsilk Fashion Week we are delighted to showcase beautiful hair for some of Pakistan's most accomplished and respected designers. With great hair by your side you get the complete look. As the PFDC Sunsilk Fashion Week enters its 6th year we are delighted to see it go from strength to strength." said Fariyha Subhani, Director - Home and Personal Care, Unilever.
The HSY Limited collection in collaboration with the Kashf Foundation followed on the 4th day of PSFW16. Indeed this collection was borne out of HSY’s commitment to empower more women and lesser privileged communities in Pakistan as part of his mantra, Giving is the new Achieving – an initiative that he first launched in 2014 with his Sher collection. The collection payed homage to the rural working women in Pakistan and is a representation of the Kashf Foundation’s 20 year journey. Inspired by strong, independent women from all walks of life, the HSY Limited for Kashf Foundation collection combines a variety of functional yet chic outfits, in neutral, earthy tones. With shorter hemlines and fuller pants with focus given to unique textures and detailed craftsmanship; in mercerized cotton, chiffon, organza and silk, the collection was made up of wearable, easily layered separates that can be styled in different ways so as to let your personality shine through. Though the collection lays such a strong focus on traditional craftsmanship, the end result was truly practical and contemporary.