Inside a virtual fashion show in Pakistan

The setup may well be the future of fashion

By Sadiq Saleem

Published: Tue 9 Jun 2020, 2:00 PM

Last updated: Tue 9 Jun 2020, 5:06 PM

While Milan, Paris and other fashion capitals of the world are preparing to go the virtual route to showcase their latest fashion offerings, Pakistan has already wrapped up its first Virtual Fashion Show 2020.
Led and conceptualised by Frieha Altaf of Catwalk Productions, the digital event - titled 'United Fashion Front,' (UFF) - was organised to pay tribute to the front line fighters of Covid-19. The show, aside from attracting online buyers, also presented Pakistan's designers in a new, digital light. The design houses showcased in the event included Faraz Manan, Shehla Chatoor, Elan, Generation, Nomi Ansari, Republic by Omar Farooq, Ali Xeeshan, Ismail Farid, Shamaeel Ansari, Asim Jofa, Fnk Asia, Sonya Battla and Amir Adnan.
The models dressed themselves up with virtual support from ace stylist Nabila and the respective designers. Home passages were turned into fashion runways, and the models sashayed down them showcasing various designers' collections. Filmmaker Asad ul Haq directed the show virtually.

LEADING THE WAY: Freiha Altaf, who conceptualised the fashion show
Speaking to WKND, Frieha Altaf shared that she "coordinated with designers about their collections and came to the consensus that those who could arrange a safe space for their labour force to work in could get new outfits made while others onboard would utilise existing and untouched collections". She further shared that each designer has donated an outfit or accessory from their collection to health care workers and those risking their lives to protect others amid the pandemic.

MODEL: Dubai-based actress Kiran Malik was one of the participants in the show
Dubai-based model and actress Kiran Malik also participated in the virtual show as Faraz Manan's muse. She told WKND, "Everything had to be done on your own with guidance from the designers and the stylists. It was a very unique experience as, at the show, you have a team working with you before you go on the ramp. I was happy to be a part of this digital initiative by Catwalk Cares and the fact that the show was dedicated to the frontline workers who are putting their lives at risk to save the world from the Covid-19 catastrophe."
It's certainly a responsible way to take fashion forward.

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