The pioneering Pakistan Fashion Design Council [PFDC] and L’Oréal Paris, the world’s leading beauty brand, presented the third and final day of the ninth consecutive PFDC L’Oréal Paris Bridal Week 2019 – a platform that endeavors to define and present contemporary and traditional Pakistani Bridal fashion, while fusing hair and makeup trends to create looks for the upcoming bridal season of 2019-2020. PFDC L’Oréal Paris Bridal Week 2019 highlighted the bridal collections of 25 designers from across Pakistan at Nishat Banquets in Lahore.
This year at #PLBW19, PFDC showcased a mix of established, young, and contemporary designers within an enlarged scope of the bridal platform, following two distinct sets of show segments: Early Evening and Evening shows.
To this end, the PFDC presented a set of collections in the evening segment from a diversity of mainstream luxury bridal ateliers. The PFDC further extend their commitment to building an industry of new talent and brands with the early evening segment, where this year the Council gave a platform to 4 new designers, many of whom have been trained at the Pakistan Institute of Fashion Design.
On the final day of PFDC L’Oréal Paris Bridal Week 2019, the PFDC, in the early evening segment, introduced for the first time the solo show concept, setting it apart from previous early evening shows where designers were grouped together. The early evening bridal showcase on the final day started with a solo show by MNR Design Studio which was followed by an early evening grouped bridal showcase featuring FAS and Noreen Neelam. This was followed by evening bridal showcases featuring a grouped bridal show comprising of Fahad Hussayn, Nickie Nina and Republic by Omar Farooq. The evening ended with a grand finale solo showcase by HSY, as summarized below.
L’Oréal Paris simultaneously hosted two events in Pakistan and Paris to celebrate women, beauty & fashion. L’Oréal Paris Pakistan launched ‘I Am Worth It’ campaign on the third day of PFDC L’Oréal Paris Bridal Week, where beauty meets fashion to raise awareness about women’s issues in Pakistan, highlighting L’Oréal’s work and commitment to empowering women in Pakistan. Simultaneously, L’Oréal Pakistan’s spokesperson Mahira Khan represented Pakistan and the brand at the prestigious Paris Fashion Week.
Sehyr Saigol, Chairperson of the PFDC, has said: “For 9 years PFDC & L’Oréal have worked passionately to establish, maintain and innovate our fashion platform. We are proud of the fact that PFDC L’Oréal Paris Bridal Week has been a consistent leader in creating path-breaking trends and bringing alive the best in fashion and beauty together on the runway, while also pioneering new ways for how fashion is showcased. With this iteration of PFDC L’Oréal Paris Bridal Week we look forward to elevating our vision further, bringing to the runway a diversity of some of Pakistan’s most established and at the same time Pakistan’s exciting, emerging creative designers.”
Junaid Murtaza, Managing Director L’Oréal Pakistan, has said: “L’Oréal Pakistan and the PFDC’s partnership stands strong for 9 years, becoming the most anticipated beauty meets fashion platform of the year, defining and forecasting the best makeup and hair trends along with the most exciting fashion with the country’s best fashion designers.
As we evolve in our growth with the PFDC, we add depth and further perspective to our collaboration, bringing L’Oréal Paris brand’s ethos of ‘Because You’re Worth It’ to life center stage to PLBW 2019. In the past two editions of the PLBW we through our spokespersons Mehreen Syed and Mahira Khan have highlighted “Worth” in context of promoting self-esteem and the independence of women in our society. Indeed, with our partnership with IFAP for the past 3 years, we have worked to elevate and empower women from lesser fortunate communities, focusing on the lifting of self-esteem, confidence and financial empowerment through free, top-quality beauty training programs. Through our partnership with the PFDC this iteration, we look to drive this further, bringing to PFDC L’Oréal Paris Bridal Week our belief and values of ‘Beauty for a Better Life’.”
With PFDC L’Oréal Paris Bridal Week, L’Oréal Pakistan continued to strengthen its commitment to #BeautyMeetsFashion platform and like every year, L’Oréal Paris set new trends for both bridal makeup and hair for the season.
L’Oréal Pakistan also reinforced the group’s credentials in beauty-technology leadership. For the first time in Pakistan, attendees experienced the makeup looks curated exclusively for PFDC L’Oréal Paris Bridal Week [#PLBW19] in real time courtesy of a virtual makeup station powered by Modiface, Augmented Reality Application. #LOrealBeautyTech
In addition to this, L’Oréal Paris, in collaboration with SFK Studios [Sadaf Fawad Khan], shall be auctioning off a bridal outfit by SFK Studios during #PLBW19, proceeds for which will be donated to ICARE, to support Beauty for a Better Life – a philanthropic educational program by L’Oréal Foundation which enables economic empowerment of women via grooming workshops and beauty training.
Indeed, the PFDC, in continuation of their consistent efforts to introduce fresh forces of fashion to the industry, brought to PLBW new bridal designers in the luxury evening segment: Zubia Zaineb and the Aquafina Rising Talent. Aquafina Rising Talent was mentored and curated directly by Chairperson of the PFDC, Sehyr Saigol. She worked individually with each designer to edit, structure, technically create, fabricate and develop new capsule collections with their designs having been adapted from their thesis presentations. The PFDC incubates each designer, providing the wherewithal for each designer to produce their collections.
Moreover, the PFDC has worked over an entire decade to develop an infrastructure to professionalise the modelling industry of Pakistan. This has included the scouting, development and training of an entire new industry of models. This has also included instituting standards for a safe, protective and encouraging workplace for models. For this ninth iteration over 300 models along auditioned.
The PFDC proudly continued their partnership with L’Oréal Paris as their title sponsor for the ninth consecutive season with Aquafina as the blue carpet, rising talent and beverage partner, Libas Now as the digital content partners, Borjan as the footwear partner, Careem as the technology partner, J. Fragrance as the fragrance partner and Sonica Jewellers Signature as an Associate Sponsor.
PFDC L’Oréal Paris Bridal Week [#PLBW19] was produced by the PFDC, with Hira Shah as the choreographer, ReStart Branding Solutions and Shazreh Khalid of Z and S events as event architects, Production 021 as show production and backstage management, N-Pro/NGENTs hair and makeup stylists, Kamiar Rokni as the official spokesperson for the PFDC, Rehan Babar as the Blue Carpet Host, Red Communications as the digital agency, Faisal Farooqui and the team at Dragonfly as the official photographers, AI Solutions as the tech support and live stream partners, Radio1 FM91 as the Radio Partners, Hum TV as the TV media partner with media management by Lotus Client Management & Public Relations.
EARLY EVENING BRIDAL SHOWCASE
SOLO BRIDAL SHOWCASE
MNR Design Studio 
The third and final day of PFDC L’Oréal Paris Bridal Week 2019 early evening bridal segment was opened by a solo show featuring MNR Design Studio with the bridal collection “Chahar Bagh”. The collection roots its origin to the love for Islamic art and architecture. For centuries the concept of chahar bagh or chaar bagh has been a symbol of heaven, visible in various architectural wonders of the Mughal and Islamic origin. The designer conceived the idea of “Chahar Bagh” and brought it to life with four distinct sides to the collection with the elements and silhouettes inspired from the Eastern culture and flora.
Maya Ali and Sheheryar Munawar participated in the designer’s showcase as celebrity showstoppers.
GROUPED BRIDAL SHOWCASE [EARLY EVENING BRIDAL SHOWCASE]
FAS
FAS Design Studio showcased the bridal collection titled “Parwana-e-Husan” at PFDC L’Oréal Paris Bridal Week 2019 in the early evening segment. Inspired from the ornate dandelion motifs to reinvent Eastern and Western couture by redefining the classics, the collection comprises of delicate luxe fabrics with floral fiesta created with 3D fleurettes and micro-pleating. Using myriad fabrics and bright ornate embellishments, the collection featured ball gown silhouettes, shararas, ghararas, pleated peplums, variations in straight and long shirts for women, traditional sherwanis and waistcoats along with traditional turbans and royal embellished shoes.
Kubra Khan, Ayeza Khan, Imran Abbas, Amanat Ali and Nimra Khan participated in the designer’s showcase as celebrity showstoppers.
Noreen Neelam
Noreen Neelam made her ramp debut at PFDC L’Oréal Paris Bridal Week 2019 with her collection titled “Mumtaz Mahal”. Inspired by the most avant-garde period in the sub-continent history, the collection features intricate mukaish immaculately blended with stone work, crystals, sheesha work, gota and dabka intertwined with the regality of luxurious velvets. With a vision to revive nostalgia of quintessential Mughal era, this heritage inspired collection also features bright coloured canvas enriched with fantasy and romance of intriguing zari, naqshi and tilla with gold foil handcrafted designs. Meticulously crafted and adorned with sprawling sheesha work on delicate surface of fabrics such as organza and mesh, the contrasting hues, featuring a vibrant color palette, are an ode to tradition and celebration.
EVENING BRIDAL SHOWCASES
GROUPED BRIDAL SHOWCASE
Fahad Hussayn Imaginarium 
The evening bridal segment for the third and final day of PFDC L’Oréal Paris Bridal Week 2019 was opened by a grouped bridal showcase featuring Fahad Hussayn Imaginarium, who presented his bridal collection “Labyagawachi – The Musical”.
This collection is a musical journey into the vast sceneries of nature and the huge construction of intricately weaved beauty in all that exists around us where the voyage between day & night ties in with being found, lost and experienced in an all new dimension of identity. All in efforts to shed light on the process of exploration of the self and the brewing of a constant war between one’s heart, soul and mind. Produced and directed by Fahad Hussayn, the showcase was a combination of multiple art forms and the labour of his love for art.
Hareem Farooq and Aima Baig participated in the designer’s showcase as celebrity showstoppers.
Nickie Nina
Nickie Nina presented their bridal collection “Gulabkaar” at PFDC L’Oréal Paris Bridal Week 2019, as a tribute to the valiant Kashmiri People. The bridal collection is a conglomeration of cultures that celebrate the regal beauty, dynamic colors with unparalleled grace. Re-imagined with a contemporary twist, delicate gota embroidery and the wasli textures with crystal and mirror work surrounding bright and bold borders, the collection featured rose cut diamantes and gold and silver detailing. For the collection, precious pearls were intertwined amongst floral patterns in karchob, sequins and stones on the traditional chunri prints. The signature vibrant pops of color in gold, silver, crimson, and salmon were featured across the collection.
Hira Mani participated in the designer’s showcase as a celebrity showstopper.
Republic by Omar Farooq
Republic by Omar Farooq showcased the formal wear collection “Adamah” at PFDC L’Oréal Paris Bridal Week 2019. The collection explores the conflict and cohesion of structured nature. One created by man but inspired by the heavens. This collection took inspiration from the beauty and free flow of nature and merged with it the structure and symmetry of architectural construction.
From Pakistan to Paris: L’Oréal Paris Pakistan celebrates women, beauty and fashion
The world’s number 1 beauty brand L’Oréal Paris simultaneously hosted two events in Pakistan and Paris to celebrate women, beauty & fashion. L’Oréal Paris Pakistan launched ‘I Am Worth It’ campaign on the third day of PFDC L’Oréal Paris Bridal Week, where beauty meets fashion to raise awareness about women’s issues in Pakistan, highlighting L’Oréal’s work and commitment to empowering women in Pakistan. Simultaneously, L’Oréal Pakistan’s spokesperson Mahira Khan represented Pakistan and the brand at the prestigious Paris Fashion Week.
L’Oréal Paris takes their spokesperson beyond walking on the red-carpet. These women are the face of encouragement, entrepreneurial spirit, economic stability, dignity, and self-reliance for Pakistani women. Mahira Khan and Mehreen Syed are multifaceted women, they not only advocate women empowerment all over the world but also work towards it.
‘I AM Worth It’ experience: L’Oréal Paris launched its ‘I Am Worth It’ campaign at 2019 PFDC L’Oréal Paris Bridal Week. The presentation was led by L’Oréal Spokesperson Mehreen Syed and highlighted issues faced by women in Pakistan. Mehreen Syed walked the ramp alongside 4 of her BFBL students. The presentation entailed the work L’Oréal Paris has done in partnership with IFAP & I-CARE since its inception in Pakistan. The segment concluded with 50 graduates who have received beauty training at IFAP walking the ramp and were applauded with great pride by the attendees. So far, L’Oréal Paris has supported 510 women with IFAP and ICARE and will continue to make this partnership stronger.
The campaign also featured a bridal outfit from critically lauded designer Sadaf Fawad Khan [SFK Bridals] that was displayed at the L’Oréal exhibition area on all three days of PLBW and will be auctioned off on the official Facebook page of L’Oréal Paris. The proceeds from the auction will be donated to IFAP.
Paris Fashion Week: L’Oréal Paris Pakistan’s spokesperson Mahira Khan joined the leading ladies of L’Oréal Paris to join the illustrious Parisian platform in a glamorous ramp walk for L’Oréal Paris under the iconic Eiffel Tower. She attended Karl Lagerfeld workshop which unveiled Lagerfeld’s much anticipated collaboration with L’Oréal Paris on a “rock-chic” make-up collection. Mahira was in Paris for 4 days, during which she met with L’Oréal Paris global spokespeople, besides her engagements with noteworthy fashion designers. L’Oréal Paris Pakistan is opening doors for Pakistani women to a global platform, a first in Cannes and now a first in Paris fashion week with Mahira Khan.
SOLO FINALE BRIDAL SHOWCASE
HSY
Celebrating 25 years in Fashion, Pakistan’s iconic couturier HSY staged the powerful grand finale of the 9th edition of PFDC L’Oréal Paris Bridal Week 2019 with the brand’s new F/W Bridal couture collection ‘Empire’. The inspiration of the collection comes from 4 different empires namely; Ottoman Empire, the Mughal Empire, the French Polynesian Empire, and the Russian Empire. The collection is a manifestation of HSY’s love for history and travel. For ‘Empire’, HSY has traveled the whole year searching for unique motifs. However, all the embroideries come from Pakistan when it comes to technique; Dhaga embroidery, Resham Kora and Naqshi Kada.
“We wanted to create a collection that consists of both heavy and light bridals. We want to adopt to the changing situation in Pakistan and cater to a wider audience with different price ranges. Also, over the years, we have a growing and young clientele; we want to cater to them too. But saying that every piece is very elegant, old school, timeless and always classic at HSY. For this collection, we are experimenting with both lighter and darker shades and have created strong pieces for both women and men. In 25 years, we are trying to restructure and bring fashion which is truly wearable because I strongly believe that fashion today is more about wearability than it has ever been before” said HSY on his showcase.
IFAP Founder, L’Oréal Paris Pakistan spokesperson and supermodel Mehreen Syed participated in the designer’s showcase as a celebrity showstopper.
Special Thanks to Lotus PR
