Zahraa Saifullah Lakme Fashion Week

palatino; font-size: 10pt;”> You brought the first international fashion publication to Pakistan, what was the inspiration?

palatino; font-size: 10pt;”> Zahraa Saifullah Lakme Fashion Week

palatino; font-size: 10pt;”>I think the magazine works because it covers not just local content but also the best stories internationally, which the market responds really well to. We have a fabulous team from editors to art directors and they have mostly had their training from international Hello! head offices so it’s easy to maintain the international look and feel, which sets it apart from other publications.

palatino; font-size: 10pt;”>Priyanka and I found the idea of presenting Pakistani fashion on an Indian platform very interesting and so we collaborated with IMG Reliance to make it happen.

palatino; font-size: 10pt;”>Hello! Pakistan’s role is to work in conjunction with PopXO and IMG Reliance (organizers of Lakme Fashion Week) for doing the promotional activities related to the Pakistani designers’ segment at Lakme Fashion Week on August 20th, 2014. We have been working with PopXO in handling all the PR-related activities in Pakistan and getting Indian media’s queries answered by the designers. The process of designer selection was done by HELLO! Pakistan in collaboration with the Lakme team, where we sent them names of few of the most prominent designers and they did the shortlisting in order to present a diverse mix of Pakistani fashion aesthetic.  

palatino; font-size: 10pt;”>This is the first time that Pakistani designers are going to present their collections at Lakme Fashion Week. Considering that these designers represent few of the biggest names in Pakistani fashion, and they have significant demand for their designs in India, we have very high expectations for the success of their shows on the 20th and we hope it would be a great segment. 

palatino; font-size: 10pt;”>Yes. absolutely. I hope this will be a stepping stone for many more collaborations in the future. 

NYTimes .

Written by Sadaf Zarrar
Founding Partner