LAHORE, Jan 27 The Pakistan Fashion Design Council (PFDC) will hold a four-day 'Fashion Week' in Lahore from Feb 16 to 19, circles concerned told Dawn. The event will mark the debut of PFDC in Pakistan.

Announced in 2009, the fashion week will be held biannually in different cities of the country and aims at providing a sustained platform highlighting the Pakistani design prowess, craft and aesthetic.

The main objective of this week is not only to showcase the country's diverse repertoire of creative talent but also to create meaningful business relationships and to facilitate interaction between designers, buyers and the media.

The event will feature 32 designers, encompassing both the leading names from the industry as well as emerging talent. Each day will feature eight ramp shows with as many distinct designers who will showcase 20 creations each from their respective collections.

The debut PFDC event will be styled and choreographed by the team at Sabs, The Salon managed by Catwalk Productions with PR by Lotus. The shows will be held daily from 7pm to 10 pm with a short break in between. There will be two fashion categories -- prêt and formal.

The fashion designers participating in the event include Nickie Nina, Ammar Belal, Asifa & Nabeel, Faraz Manan (Rouge), Feeha Jamshed (Teejays), Hajra Hayat, HSY. Iman Ahmad (Body Focus), Kamiar Rokni, Maria B, Mehdi, Muse, Munib Nawaz, Rehana Saigol, Karma, Sadaf Malaterre, Saman Arif of Nayna, Sara Shahid of Sublime, Sahar Atif, Shahla Rehman of Unbeatables, Shaiyanne Malik, Shamoon Sultan of Khaadi, Sonia Azhar, Sonya Battla, Tazeen Hasan, Yasir Waheed, Yousuf B. Qureshi, Sobia Nazir, Ali Xeeshan, Khadija Shah of Élan, Nomi Ansari, Nadya Shah, Nida Azwer.

The PFDC, established in 2007, and with over 55 members from across the country, endeavors to accord a corporate status to the fashion business, provide a platform for young and mainstream designers and to institutionalise the fashion industry in order to create and maintain industry standards in conformity with global market.

The council is also involved in the revival of the handicraft sector in collaboration with Aaik Hunar Aik Nigar (AHAN); this being of significance since 90 per cent of the embroideries of the subcontinent originate from Pakistan.

The council also offers two annual scholarships to aspiring PIFD students. Lastly, the PFDC also continues to strive towards the standardisation of the prêt a porter industry and to this end it has two multi label retail boutiques to its credit, one in Lahore and the other in Karachi.

The council will hold next fashion week in Karachi in September 2010.

A number of fashion designers have showed their excitement over PFDC's fashion week in Lahore.

“It's exciting, because fashion week is the first step towards putting Pakistan on the international fashion map,” said Maria B, the ace fashion designer.

She said “I have always supported anything in our industry that unites the fashion community on any platform. I am very excited to be a part of the fashion week in Lahore and am looking forward to showcasing my work along with some of the finest designers in our country. I also believe that this is just the beginning of Pakistan's exposure to the international fashion scene and a bold, progressive step for us as a council.”

Ammar Belal said “I'm inspired by the thought behind it (fashion week) and looking forward to a motivated team effort in ensuring the growth of lifestyle brands in and out of Pakistan.”

Munib Nawaz said “I am very excited to be part of the Fashion Week. It is a fantastic opportunity for all designers across Pakistan to show there collections under one organised and structured umbrella.

Sara Shahid said “We feel honoured to be an integral part of the first Fashion week organised by the PFDC. We are involved in organization and will be showing our Spring/Summer 2010 couture line.”

Nickie and Nina termed the event a great beginning of a new chapter of Pakistani fashion Industry, where eventually designers would be able to make their presence felt in the global market.