Flash Your Style

May 10, 2020

Trending this week: COVID-19 UPDATE

Frieha Altaf, who started her career as a model, has almost three decades of experience with fashion in Pakistan. Seen here on the catwalk for Maheen Khan.

United Fashion Front

This past week, PR mogul and CEO/Creative Head at Catwalk Event Management & Productions, Frieha Altaf announced that she is spearheading a virtual fashion show, where designers will represent a United Fashion Front.

The virtual fashion show, under the umbrella of Catwalk Cares, is inspired by a foreign fashion show, titled Fashion Cares and is in fact dedicated to the front liners and volunteers who are working day and night to fight against the global coronavirus pandemic.

Speaking about the initiative, Frieha Altaf told Instep, “I approached around 20 to 22 renowned designers of the country, out of which around 17 have already agreed and will be showcasing their collections via this digital fashion show. Each designer will be donating an outfit and accessory to the front-liners for Eid, which is just a few days away. We also have a pool of models and celebrities who have come on board. I believe this is the best way that our fashion industry can come together for a cause that is bigger than all of us; it is time to do our bit and give back to all the front-liners out there who are risking their lives to keep us safe.”

She further went on to say, “We have partnered with image maker and stylist par excellence Nabila, who will help models do their hair and makeup at their homes. Moreover, ace director Asad ul Haq will be directing the models on how to do this in the best digitally possible way while staying indoors.”

According to Frieha, the shoots will hopefully begin from tomorrow (Monday). “We are aiming to wrap up all the shoots by next week, after which it will go to the editing and animation table.” She continued, “Not only will you see models showcasing designer outfits, but there will be designer’s interviews, BTS of models doing their makeup and zoom sessions will also be covered. This is the first time ever that something like this is going to happen in Pakistan; it is quite challenging but it is very exciting for all of us at the same time.”

Some of the designers that have come on board include the likes of Faraz Manan, Shehla Chatoor, Maheen Karim, Elan, Nomi Ansari, HSY, Ali Xeeshan, Shamaeel Ansari and Fnk Asia among others. The latest three to come onboard are Khaadi, Nida Azwer and Sania Maskatiya.

“We have partnered with Studio by TCS to deliver the outfits to the models,” Frieha shared. “The Catwalk Cares fashion show will be divided into three days - Day 1, 2 and 3 of Eid. We want to keep the shows short and showcase 6 designers on each day,” she concluded.

Prints for Pandemic Relief

It’s really quite something when more than three dozen Pakistani artists come together for an online fundraiser to raise money for Covid-19 (coronavirus). Despite a lockdown in place for weeks, the numbers of cases in Pakistan have been rising. And with a broken healthcare system, this effort shouldn’t be seen as a frivolous one but the need of the hour.

Art can mirror society, and though interpretations vary, it is presently doing what needs to be done by putting up artwork on sale. Inspired by New York’s Pictures for Elmhusrt, Prints for Pandemic Relief (with the hashtag #ARTASAID) includes 50+ contemporary artists with 6 relief organisations having joined hands. The online fundraiser started on May 01 and will go on till May 22.

Among artists involved are names such as Saks Afridi, Usman Ahmad, Komail Aijazuddin, Rabia Akhtar, Nazia Akram, Minelle Ali, Rabia Ali, Nade Aly, Maryam Arslan, Hafsa Ashfaque, Hazem Asif, Rabia Ayub, Sophia Balagamwala, Rahim Baloch, Zulfiqar Ali Bhutto, Alia Bilgrami, Amal Awais Chugtai, Quratulain Dar, Sana Dar, Ahmer Farooq, Laila Ershad Gharzai, Marium Habib, Isma Gul Hasan, Nahal Hashir, Amna Hashmi, Nazir Hunzai, Shireen Ikramullah Khan, Mariam Jajja, Misha Japanwala, Nahya Jehangir, Saba Khan, Reem Khurshid, Kishwar Kiani, Sundeep Kumar, Muzna Mahmood, Shehzil Malik, Zahid Mayo, Shanzey Mir, Minaa Mohsin, Shiblee Muneer, Qinza Najm, Aleena Naqvi and several others.

All proceeds from Prints for Pandemic Relief fundraiser will go to COVID-19 AID.

The prints from can be bought through the website, www. printsforpandemicrelief.com

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