Fashion is in the doldrums, with nary a sponsor in sight. One can hope for light at the end of the dark tunnel but it requires further digging: building a creative synergy between fashion and entertainment, particularly the performing arts, where each retains its unique individuality while working with and complementing the other.

This is, perhaps, the only way forward, as pure fashion faces a hard time garnering sponsorship, while entertainment has more than its fair share and more financial resources at its disposal than it can handle.

The sooner our top fashion players accept this harsh reality and work their heads around it, the better it will be for everyone involved.

Meanwhile, there are some who have come to terms with this and are already working towards moulding their fashion brands and events around this new concept and incorporating subtle elements of entertainment into their showcases to carry the business of fashion forward.

The Winter Fashion Gala (WFG) 2025, held last week in collaboration with the Goethe-Institut Pakistan and the Alliance Francaise Karachi, absorbed film, television, music and dance into its fashion mainframe and theme by working with individuals to present an upgraded image of Pakistan’s style industry.

The Winter Fashion Gala 2025 might point the way forward for the fashion industry currently struggling to attract sponsors — using the synergy of fashion with entertainment

Fashion brands, both new and old, such as Nine Figures (9F) by Fahad Mustafa, Sohaye, Diners, Edge Republic, and designers Parishae Adnan × The Trio Salon, Zubair Shah, Seema Shah and Lubna & Cyma shared the WFG runway alongside entertainers and performing artists.

The latter included Kathak exponent Asfand Khattak, vocalist Aayan Rockstar and the cast and crew of the film Indus Echoes (Sindhu ji Goonj)—Pakistan’s first Sindhi feature film in almost three decades. Together, they managed to create a unique fusion of fashion and entertainment.

The rule of fashion

The happening WFG Red Carpet was abuzz with vibrant activity thanks to host Zeeshan Shafi but, of course, there would have been no magic if the fashion was flawed, of this there can be no doubt. Thankfully, that was not to be.

From the get go, the opening act by 9F by Fahad Mustafa uploaded street-smart streetwear on the runway that had its finger on the pulse of youthful fashion, with show direction and choreography of the fashion segments by Zurain Imam and Saima.

Sohaye, a popular women’s wear brand sought after by young professionals, showed trendy eastern wear ensembles inspired by a thousand blooms, and that could transition from office to evening wear with effortless ease and fluidity.

Diners kept the focus on dapper looks and casual formals in menswear, which is the brand’s signature style and its calling card. Edge Republic, another popular name in menswear, controlled the style quotient in their edgy Western wear by restraining the element of embellishment in the formal Eastern collection.

Parishae Adnan for The Trio Salon hair & make-up show worked with the head stylist Saraphine Andrew and complemented the painstakingly created hair and make-up looks with her amplified fashion stance, diffusing the boundary between where one took off and the other finished off. The flawless precision with which the overall looks were executed energised the WFG ramp, making it come alive with electrifying poise and a buzzing sense of style.

Designer Zubair Shah stayed loyal to his theme of ‘Black & Gold’ by churning out formal jackets that played with diverse elements of gilded embellishments, such as differently sized buttons, geometrical acrylic patterns, chains, zippers, breast plates, a short winter jacket and a trench coat in gold leather, and a shimmering, chunky gold necklace for men worn under a heavy black velvet jacket.

He also introduced smart hipster-era flapper pants with oversized, chunky gold chains stretched across the waistband. The women’s wear capsule collection in his segment was worn by celebrity TV actresses Tehreem Omair, Sarah Umair and Neha, with trans activist Kami Chaudhry in a transformative dress, and lifestyle influencer and blogger Arshanistaan in a zippered jacket with pants as the showstopper.

The bridal wear by Seema Shah (S.S. Bridals) and the duo of Lubna & Cyma garnered a mixed reaction with many fashionistas in the audience. They were quite appreciative of the former’s handcrafted collection in vibrant tones of fuschia, shocking pinks and reds and zari lace trimmings, and the latter receiving some critical comments for the use of embroidered fabric from Aashiana Mall in Clifton. Still, a few pieces did manage to stand out.

Fashion and Gen Z

Meanwhile, from the younger lot, there was a big diversity. Where you had references to the Illuminati, you also had fusion costumes inspired by walnut (complete with a wrinkled skin pattern) and flamenco. Some used the sea slug or the spider’s web as their design inspiration while another made a statement referencing the vibrant Mardi Gras festival. Others included wisps of cloth to construct an entire jacket, and there were citrus- and aubergine-based design themes as well as Kimono-inspired costumes.

Sicilian, Greek and Himalayan art all wove their way into the Indus University’s (IU) fabulous students’ show. The creative thought process of the thesis collection of the graduating fashion students of IU could not have been more diverse, at least in the style projected on the WFG runway.

Enter the entertainers

Film, television, music and dance; you name it and WFG had it all. A round of applause followed Indus Echoes’ director Rahul Aijaz’s presentation of the Ajrak, a symbol of Sindhi tradition and hospitality, to the Director of Goethe-Institut Pakistan, Mr. Andreas Schiekofer, Director of Alliance Francaise de Karachi, Mr. Gregoire Brault and WFG designer Zubair Shah. Aijaz and his team reflected upon the trials and tribulations of filmmaking in Pakistan, while recounting some interesting episodes during the process.

Actor and director Angeline Malik made a fitting showstopper for Parishae Adnan × The Trio Salon with her infectious energy and strong vibe, as she dominantly strolled down the runway sporting a bald look due to a health issue, and wearing statement jewellery pieces. The performer has just launched her own line of costume jewellery.

Popular television actor Junaid Akhter walked for 9F by Fahad Mustafa, TV actress Aruba Mirza for Sohaye, and character actress Sarah Umair for S.S. Bridals. Aayan Rockstar performed covers of popular film numbers in a display of infectious energy.

Kathak exponent Asfand Khattak pirouetted to a fusion classical Eastern beat featuring the tabla and the sitar. Trans activist Kami Chaudhry made an appearance and an impact on the WFG ramp in support of the argument that trans models have every right to gain access to fashion runways, like elsewhere in the world.

Like pretty much everything else, it takes oodles of money to make the fashion wheels go round. Once seen as a byproduct of luxury, decadence and opulence, fashion becomes an immediate casualty in times of conflict, recession or even pandemics. Nothing can be farther from the truth in the present day and age.

There are an unlimited number of livelihoods associated with it and, when the fashion wheels stop turning, the daily wage earners and craftsmen directly associated with it have to face the spectre of hunger and financial ruin for themselves and their families.

And what about fashion being used to promote a soft image of Pakistan in the international arena? That’s an entire debate best left for another day.

The writer is a member of staff. He can be reached at quraishi.faisal@gmail.com

Published in Dawn, ICON, February 16th, 2025