PFDC L’Oréal Paris Bridal Week kicks off 26th September 2019

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The Pakistan Fashion Design Council [PFDC] in collaboration with L’Oréal Paris, the world’s leading beauty brand, is set to present PFDC L’Oréal Paris Bridal Week [#PLBW19] which will officially commence on 26th September 2019, marking the ninth consecutive year of the bridal couture platform.

This year at #PLBW19, PFDC will be showcasing a mix of established, young, and contemporary designers within an enlarged scope of the bridal platform, following two distinct sets of show segments: Early Evening and Evening shows.

To this end, the PFDC presents a set of collections in the evening from a diversity of mainstream luxury bridal ateliers as solo shows along with a series of grouped/duo shows. The designers set to showcase are The House of Kamiar Rokni, HSY, Fahad Hussayn, Hussain Rehar, Mahgul, Sania Maskatiya, Saira*Shakira, Misha Lakhani, Nickie Nina, Nida Azwer, Sonia Azhar and Republic by Omar Farooq.

Furthermore, the PFDC, in continuation of their consistent efforts to introduce fresh forces of fashion to the industry, bring to PLBW new bridal designers in the luxury evening segment: Zubia Zaineb as a standalone show and the Aquafina Rising Talent featuring Abbas Jamil, Elaha Ahmed, Mehak Yaqoob and Urwah Ali.

Indeed, for the Aquafina Rising Talent showcase has been mentored and curated directly by Chairperson of the PFDC, Sehyr Saigol. She has worked individually with each designer to edit, structure, technically create, fabricate and develop new capsule collections with their designs having been adapted from their thesis presentations. The PFDC incubates each designer, providing the wherewithal for each designer to produce their collections.

The PFDC further extend their commitment to building an industry of new talent and brands with the early evening segment, where this year the Council give a platform to 4 new designers, many of whom have been trained at the Pakistan Institute of Fashion Design. These includes showcases from Asma Aslam, Tayab Moazzam Studio, J&H studio and Noreen Neelam.

Also showcasing in the early evening are Saira Rizwan, Ahmed Sultan and FAS. Further, in the early evening segment, the PFDC introduces for the first time the solo show concept, setting it apart from previous early evening shows where designers were grouped together. Showcasing as a standalone brand is MNR Design Studio.

Moreover, the PFDC has worked over an entire decade to develop an infrastructure to professionalise the modelling industry of Pakistan. This has included the scouting, development and training of an entire new industry of models. This has also included instituting standards for a safe, protective and encouraging workplace for models. For this ninth iteration over 300 models along auditioned.

Sehyr Saigol, Chairperson of the PFDC, has said: “For 9 years PFDC & L’Oréal have worked passionately to establish, maintain and innovate our fashion platform. We are proud of the fact that PFDC L’Oréal Paris Bridal Week has been a consistent leader in creating path-breaking trends and bringing alive the best in fashion and beauty together on the runway, while also pioneering new ways for how fashion is showcased. This iteration of PFDC L’Oréal Paris Bridal Week we look forward to elevating our vision further, bringing to the runway a diversity of some of Pakistan’s most established and at the same time Pakistan’s exciting, emerging creative designers.”

Junaid Murtaza, Managing Director L’Oréal Pakistan, has said: “L’Oréal Pakistan and the PFDC’s partnership stands strong for 9 years, becoming the most anticipated beauty meets fashion platform of the year, defining and forecasting the best makeup and hair trends along with the most exciting fashion with the country’s best fashion designers.

As we evolve in our growth with the PFDC, we add depth and further perspective to our collaboration, bringing L’Oréal Paris brand’s ethos of ‘Because You’re Worth It’ to life center stage to PLBW 2019. In the past two editions of the PLBW we through our spokespersons Mehreen Syed and Mahira Khan have highlighted “Worth” in context of promoting self-esteem and the independence of women in our society. Indeed, with our partnership with IFAP for the past 3 years, we have worked to elevate and empower women from lesser fortunate communities, focusing on the lifting of self-esteem, confidence and financial empowerment through free, top-quality beauty training programs. Through our partnership with the PFDC this iteration, we look to drive this further, bringing to PFDC L’Oréal Paris Bridal Week our belief and values of ‘Beauty for a Better Life’.

In continuation of the #BeautyMeetsFashion platform each season, L’Oréal Paris will also redefine both bridal makeup and hair trends for the season using L’Oréal Paris Makeup and Hair Care products.

The PFDC is proud to continue their partnership with L’Oréal Paris as their title sponsor for the ninth consecutive season with Aquafina as the blue carpet, rising talent and beverage partner, Libas Now as the digital content partners, Borjan as the footwear partner, Careem as the technology partner, J. Fragrance as the fragrance partner and Sonica Jewellers Signature as an Associate Sponsor.

PFDC L’Oréal Paris Bridal Week [#PLBW19] will be produced by the PFDC, with Hira Shah as the choreographer, ReStart Branding Solutions and Shazreh Khalid of Z and S events as event architects, Production 021 as show production and backstage management, N-Pro/NGENTs hair and makeup stylists, Kamiar Rokni as the official spokesperson for the PFDC, Rehan Babar as the Blue Carpet Host, Red Communications as the digital agency, Faisal Farooqui and the team at Dragonfly as the official photographers, AI Solutions as the tech support and live stream partners, Radio1 FM91 as the Radio Partners, Hum TV as the TV media partner with media management by Lotus Client Management & Public Relations.