PFDC L’Oreal Paris Fashion Week hits Lahore – Day 1

PFDC 2017

Weddings can never go out fashion. However, trends vary with the changing lifestyle preferences of today. PFDC’s bridal fashion showcase begins in Lahore this weekend, portraying cultural and societal dichotomies.   

The most significant bridal event of Pakistan PFDC collaborated with L’Oreal Paris this time. Being held in Lahore this time, after the first day, it raised many oos and aas and here we have covered why the event was magnificent. The event is directed by Sadia Siddiqui with Production 021, who along with Restart also created the event architecture.

Like every year, the event provides a splendid opportunity for the modeling talent, celebrities, fashionistas, and designers to showcase their talent. The bridal fashion week is not only about clothes glitz and glamour but defines the fashion talent of the country.

L’Oreal Paris is a champion of beauty and skincare which reflects in their product portfolio. For the 7th  PFDC, their renowned makeup artist named Saima Bargfrede worked with the team to create distinctive bridal dresses. It was also revealed on the first day that designer Ali  Xeeshan is named as the critically acclaimed Excellence Crème Ambassador of the fashion Platform by L’Oreal Paris. This event is an archetype of where Beauty Meets fashion.

The styling team N-Pro for women’s wear and N-Gents for Men.

Day 1

Naurattan inspired Showcase by Reama Malik in collaboration with Wasim Khan

The first showcase of the first day was presented by Reama Malik and Wasim Khan, where the duo created bespoke custom designer jewelry for the bold bride of today. The collection named Déjà vu featured jewelry made in pure 18, 21 and 22 karat gold.

The couture pieces created to highlight the whole bridal look was inspired by stone colored inspiration of ruby red, emerald green, sapphire blue, golden topaz, pearl white, amethyst purple, garnet burgundy, coral, turquoise blue and classic red shades.

The showstopper for the showcase Resham walked the ramp in red raw silk couture flaunting a gold belt, gold necklace, and a matha Patti.

Shamsha Hashwani’s ode to Bengal in collaboration with Sherezad Jewelry

Named ‘Kolpana’ meaning fantasy in Bengali, Shamsha Hashwani’s collection took one back in the historical times with a touch of modernity. Featuring a 16 piece collection made of organza, jamawaar, net, Charmeuse silk and chiffon embellished with techniques of zardozi, beadwork and 3D embroidered ghararas with halter cholies, classic saris, kaftans and jumpsuits, and silhouettes.

Humaima Malik was the showstopper for the showcase who donned an ivory and a gold long-tailed dress.

Shiza Hassan’s displayed Aroos e Shahani with a Persian twist:

This was Shiza Hassan’s second showcase in PFDC where the models donned contemporary couture tailored with a Persian twist. The name itself ‘Aroos e Shahani’ defined what was in store for the audience to see. The Chapter 2 of this theme was showcased around the desi attire, which many may not be pleased with, but she surely made a mark and heads turned as the models walked down the ramp.

Her collection was beyond unique as it was adorned with intricate Swarovski Crystals and Kamdani work on mint green, icy blue, peach, gold and crimson shades on tissue and velvet fabrics.

The eye-catching rich palette of colors used to signify the rich Persian culture, their architecture, and grandeur of places consisting of flowing fountains, elaborated courtyards, princess and the Persian dynasty’s way of life.

The major highlight of Hassan’s collection were embroidered dupattas and trousers.

The Finale – Ali Xeeshan’s Theater Studio

Ali Xeeshan is a designer who took the Pakistani fashion industry by storm with his unorthodox, out of the box designs. His creativity and imagination made him one of the most sought-after names in the fashion world. He occupies the minds of people when Bridal Wear is mentioned, as he remains the king of the couture ever since he has stepped into the industry.

The finale of the season was Ali Xeeshan’s Theater Studio Collection. All eyes were waiting to see the models light up the runway with Xeeshan’s extricate collection.

He worked on organza and raw silk fabrics embroidered with old-school techniques such as tilla, naqshi, pearls, and adda. The colors used were ivory, warm white yellows, blues and ruby reds.

Abdullah Haris, the young filmmaker, and the photograph was the showstopper for this showcase.

Other attractions:

L’Oreal Paris also celebrated their ‘Ambassador of Fashion’ platform with designer Ali Xeeshan. Mehreen Syed was the Spokesperson for this campaign which featured models such as Sadaf Kanwal and Sabeeka Imam.


As L’Oreal Paris intends to grow itself in the Pakistani market, increasing its product diversity and establishing associations within the industry, the 7th PFDC welcomed private sector sponsors and investors for the event.

This year’s sponsors included Shaheen Airlines as the Black Carpet Sponsor and Airline Partner, Dewan Motors as Luxury Automobile Partners, Careem as transportation Partner, Dolce Vita as Lifestyle Partner, Borjan as the Official Footwear Partner, Aquafina as Official Beverage Partner, Papercut as Official Printing Partner.

Geo Television Network was the official media partner, Radio1 FM91 was official radio partner. Media management was provided by Lotus client management & Public Relations.

The event was wonderfully captured by the brilliant team of Faisal Farooqui and Dragonfly. There was also live streaming of the event which was monitored and set up by I-Solutions.

The Day 2 is yet to be showcased, and we are anxiously waiting to see what’s next in line, which designers will present what. Pakistani weddings and their celebrations are dreamlike, and we can’t expect to be a part of the dream!