Amna Sheikh, Asra Khalid, Shahroz Tariq & Zainab Hamid Collections at PFDC Sunsilk Fashion Week 2017 – Day 1

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[Press Release] : The PFDC extended their collaboration with Bank Alfalah again this season. With over five years of collaborative partnership between PFDC and Bank Alfalah, for #PSFW17 the PFDC and Bank Alfalah, in cognisance of the growing need for sustainable mentorship and injecting new talent into the industry, have worked together to give more scope and depth to the rising talent show and transform it into a medium-long term proper mentorship strategy over 5-6 months. Bank Alfalah in this respect collaborated with the PFDC to draw on their expertise to: Scout, Mentor, Refine, Project and Retail. To this end, the PFDC and Bank Alfalah have devised effective short and long-term goals, which incorporate all year around activities with a three-year projection for taking talent from the Rising Talent Platform global. The process started with 22 designers having been scouting by the PFDC with the PIFD from across Pakistan who were first shortlisted in August 2016. 4 designers were further shortlisted out of the above mentioned – to translate their vision into a collection at #PSFW17. Each of the designers has then in turn been given a mentor for their collection. These 4 emerging designers for #PSFW17 are Sharoz Tariq, Zainab Hamid, Asra Khalid and Amna Sheikh and this season they are being mentored by Maria B. and Kamiar Rokni. These designers will also be given free show space at the PFDC Fashion Active and subsidised rack space at the PFDC store. Indeed, PFDC is committed along with Bank Alfalah to nurture the Rising Talent with a clear cut goal of taking the shortlisted Rising Talent to be represented at the International Woolmark competition at the end of 3 years. PFDC is the sole nominating body from Pakistan for the International Woolmark Prize. 

Amna Sheikh showcased her ‘Rivaj-e-Virasat’ collection at PFDC Sunsilk Fashion Week’s Bank Alfalah Rising Talent segment with her mentor Maria B. The collection draws its inspiration from the rich culture of Pakistan that is losing its essence with modernism. ‘Rivaj-e-Virasat’ is a modern take on the traditional silhouettes of Pakistan which shows the true essence of our beautiful ethnicity in a contemporary way. The collection incorporated gold tila embroidery and gota pati on denim. Staying true to denim, the colour palette boasted shades of blue with hints of gold. Amna Sheikh graduated from Pakistan Institute of Fashion and Design in 2016.

Emerging designer Asra Khalid showcased her ‘The Local Vendal’ collection at PFDC Sunsilk Fashion Week’s Bank Alfalah Rising Talent segment. The collection was inspired by the different forms of vandalism around us in the form of art, architecture and nature. The collection explored a diversity of cuts, silhouettes and textures. Asra Khalid graduated from Pakistan Institute of Fashion Design in 2016.

Shahroz Tariq showcased his ‘Let’s Celebrate!’ collection at PFDC Sunsilk Fashion Week’s Bank Alfalah Rising Talent segment with his mentor Kamiar Rokni. The collection draws its inspiration from the festive spirit of Spring and Summer season. Inspired by contemporary western silhouettes, ‘Let’s Celebrate!’ featured floral fabric manipulation without the use of any embellishment. Incorporating the hues of fuchsia pink and mint green, the collection was primarily based on Satin. Raised in Saudi Arabia, Shahroz Tariq has graduated from Pakistan Institute of Fashion Design.

Zainab Hamid showcased her ‘Still I Rise’ collection at PFDC Sunsilk Fashion Week’s Bank Alfalah Rising Talent segment with her mentor Maria B. The collection was inspired by the boldness of a woman and the strength and beauty with which she faces the storms of the society. ‘Still I Rise’ featured experimentation with bold digital prints and patchwork using slub khaddar and cotton. The collection boasts structured yet simple silhouettes on an eclectic colour palette. Zainab Hamid graduated from Pakistan Institute of Fashion Design in 2016.

Pictures: Faisal Farooqui & his team at DragonFly

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