While Milan, Paris and other fashion capitals of the world are preparing to go the virtual route to showcase their latest fashion offerings, Pakistan has already wrapped up its first Virtual Fashion Show 2020.
Led and conceptualised by Frieha Altaf of Catwalk Productions, the digital event – titled ‘United Fashion Front,’ (UFF) – was organised to pay tribute to the front line fighters of Covid-19. The show, aside from attracting online buyers, also presented Pakistan’s designers in a new, digital light. The design houses showcased in the event included Faraz Manan, Shehla Chatoor, Elan, Generation, Nomi Ansari, Republic by Omar Farooq, Ali Xeeshan, Ismail Farid, Shamaeel Ansari, Asim Jofa, Fnk Asia, Sonya Battla and Amir Adnan.
Speaking to WKND, Frieha Altaf shared that she “coordinated with designers about their collections and came to the consensus that those who could arrange a safe space for their labour force to work in could get new outfits made while others onboard would utilise existing and untouched collections”. She further shared that each designer has donated an outfit or accessory from their collection to health care workers and those risking their lives to protect others amid the pandemic.