'We work closely with emerging designers, brands'

Striking the right balance between the growth of established brands and nurturing and introducing new talent to the fashion industry is our motto, says Sehyr Saigol of Pakistan Fashion Design Council (PFDC).

"We work very closely with emerging designers and several mainstream brands to help them improve their collections for the runway and retail alike," Saigol, the chairperson of the executive committee of the PFDC, said while talking about the ideology of the ongoing PFDC Sunsilk Fashion Week (PSFW) platform.

"The idea is to help more established brands grow their markets and also to introduce entirely new talent to the industry," she added.

PSFW started here Thursday and Saigol said that the "PFDC pioneered the entire concept of a new designer program precisely to work closely with burgeoning talent in the country and then provide such talent the production and retail support through the PFDC's own stores".

Some of the young and emerging designers who made their presence felt on the first day of the four-day fashion gala were Amina Malik, Hammad Sadiq, Hira Ashfaq, Sarah Awais and Seher Tareen.

The PFDC, a non-profit organisation, was established in September 2006 to help facilitate Pakistani designers.

In line with the PFDC's vision for the next five years, the Council wants to strengthen the domestic retail ability of its members and it has introduced dedicated training cells within the Council to help strengthen their production and retail prowess.

In these workshops, PFDC board members start work six months in advance of each fashion show with a selection of designers. For each collection, they help the designers with sketches, fabrics, construction, edits and retail.

Designers involved in the process include names like Saira Shakira, Teena by Hina Butt, Zonia Anwaar, Sania Maskatiya, Ali Xeeshan and Mohsin Ali.

Upcoming talents are not left on their own. They work under the guidance of PFDC from start to finish.

"As we approach the 10th iteration of our critically acclaimed fashion weeks, the PFDC shifts gears, bringing the momentum inwards, recognising the even greater need to work with brands to build market access and visibility within Pakistan," said Saigol.

"To this end we embrace an approach that focuses on building and institutionalising the strength of designers and brands through national retail prowess and accessibility.

"To further this, the PFDC institutes a clear mandate on designer accessibility, not accepting any applications from established brands to participate at the PSFW unless they demonstrate a visible commitment to retail presence and accessibility," she added.