Frieha Altaf is a force of nature. Her innovation takes speed and becomes so ubiquitous that she is the first to get fed up of monotony. Her love for fashion is legendary. Her ability to whip slouchy models and co-workers into shape has to be seen to be believed.

Frieha started her career as a model but even then, being a model was never enough. She was working with designers in putting their fashion on the ramp. Maheen Khan, Shamaeel Ansari, Faiza Samee and Amir Adnan all showcased their first collections with her.

Event management then consumed her, although marriage and motherhood meant she had to slow down marginally. As the CEO of Catwalk Productions, Catalyst PR & Cats modelling agency and Rukhsati her events are larger than life.

Frieha strongly believes that at every turn there is a need to innovate, to give back to Pakistan, to highlights aspects of our culture and tradition that are forgotten and little known. From drawing attention to Hindu Gymkhana and Mohatta Palace in Karachi, to train stations and forts, today they flourish and she continues her search for the new, the innovative and the unexplored.

From the Lux Style Awards to the Engro Excellence Awards, from the Veet Supermodel Contest to the work she’s done for the telecom sector, from the setting up the infrastructure for the PFDC Sunsilk Fashion Week and Fashion Pakistan Week to showcasing Pakistan fashion overseas, Frieha has significantly added to Pakistan’s landscape armed with a Studio Arts degree from the US, a diploma in Fashion Design from the International Academy of  Design in Ontario, Canada, and also a Bachelors (Honours) degree in Studio Art from William Smith college in Geneva, N.Y.