In fashion: The way we ‘fashion week’
The bridal power game
While its fashion standards may fluctuate, BCW is at the top of its game in many other ways. The event is extremely regular, invariably taking place twice every year, ricocheting between Lahore and Karachi. Also, since it’s owned by the channel itself, it invariably gets plenty of mileage.
It is a perpetual highlight on the network’s channels, taking up prime-time spots during Eid and weekends, reaching out within Pakistan as well as to a well-dispersed Urdu-speaking audience around the globe. Up till last year, when rival channel Urdu1 hadn’t taken over Hum’s position as media sponsor to the ‘other’ fashion weeks, some of this viewership time would also be allotted to Fashion Pakistan Week and the PFDC’s bi-annual events. Now, though, it’s just BCW all the way.
There’s even a special BCW publication that is released after every event, zoning in on outfits in detail. It’s quite popular amongst the general shaadi-bound masses and the copycat kaarigars in Karachi’s Kehkashan and Lahore’s Liberty Market consider it a must-have for their particular line of work.
There’s no denying it; Hum Network’s Bridal Couture Week wields a certain force. A trendsetting, fashion-forward force? Not really, but it still has a particular clout
The glossy, glittery cherry on top comes courtesy the hordes of celebrity showstoppers. Veritably the entire Pakistani acting fraternity works with Hum TV and they are ever willing to extend the friendly gesture of walking onto the catwalk in heavy-duty bridal regalia. However, does bona fide scintillating fashion require a perpetual stream of celebrities in order to make a splash? No, but then again, high fashion hardly ever features at BCW.