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OK! Magazine launches in Pakistan

Updated March 22, 2014
Ayesha Omar with editor of OK! Magazine, Aamna Haider Isani. —Photo by Madeeha Syed
Ayesha Omar with editor of OK! Magazine, Aamna Haider Isani. —Photo by Madeeha Syed
Saher H. Paracha, CEO and Publisher of OK! Pakistan.
Saher H. Paracha, CEO and Publisher of OK! Pakistan.
Celebrity photographer, Kohi Marri, photographing Ayesha Omar on the red carpet. —Photo by Madeeha Syed
Celebrity photographer, Kohi Marri, photographing Ayesha Omar on the red carpet. —Photo by Madeeha Syed
Photographer Tapu Javeri at the OK! Magazine launch. —Photo by Madeeha Syed
Photographer Tapu Javeri at the OK! Magazine launch. —Photo by Madeeha Syed
One of Pakistan's leading designers, Maheen Khan, with one of the country's original cabaret dancers from back in the day, Marzi. —Photo by Madeeha Syed
One of Pakistan's leading designers, Maheen Khan, with one of the country's original cabaret dancers from back in the day, Marzi. —Photo by Madeeha Syed
Actor Momal Sheikh (daughter of Javed Sheikh), model Meera Ansari (daughter of Bushra Ansari) and choreographer Hasan Rizvi. —Photo by Madeeha Syed
Actor Momal Sheikh (daughter of Javed Sheikh), model Meera Ansari (daughter of Bushra Ansari) and choreographer Hasan Rizvi. —Photo by Madeeha Syed
TV host Anoushey Ashraf.  —Photo by Madeeha Syed
TV host Anoushey Ashraf. —Photo by Madeeha Syed

The creeping Talibanisation of Pakistan is a phrase that has no meaning here. Against all odds, Pakistan's fashion and celebrity industry continues to flourish.

After the launch of the international publication Hello! Magazine several years ago, it is now OK! Magazine's turn to 'expose' itself to Pakistanis. The magazine has been brought to Pakistan by Saher H. Paracha as CEO and publisher through her company Juicy Publications (Private) Limited.

The launch took place at the Mohatta Palace. With a fully-stocked buffet of pastries, wasabi sandwiches, smoked salmon, crostinis and chocolate mousse, the early birds at the event got to sample the "tomato tapanede"... And other fancy-sounding unpronounceable food.

The venue, decked with lamps and chandeliers on tree branches and bouquets of flowers everywhere with silver Cupid figurines was picture perfect for a garden party. With most of the women attendees in heels, that translated to lots of heel-poked-holes in the garden itself.

OK! Magazine currently has over 50 million readers worldwide. Speaking to Dawn.com, on bringing it to Pakistan, Aamna Haider Isani -- also one of Pakistan's top fashion journalists -- said "It's been a labour of love. And it took several months to put it together. People thought, 'what's the big deal? Just put it together!' But, no...every single page had to be sent to London for approval. They were very particular about the tiniest of things which is great."

"Their philosophy is simple: it has to be about celebrities, it has to be positive, the tone has to be upbeat. We intend to redefine celebrities in Pakistan. More than just people who look nice and dress nice. We want to promote 'real' heroes. People who have achieved something in life."

The writer is a culture journalist and member of staff. She tweets at @madeehasyed