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EVENTS ARE NOW THE THING OF PAST AND FUTURE OF FASHION IS DIGITAL: FRIEHA ALTAF

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Frieha Altaf is among a few Pakistanis, who take the positions of pioneers in their fields because of putting innovative ideas and powerful initiatives and many a times, place their country’s name flashing on the world map. Here, this dynamic woman has preceded her wits to organize the first ever virtual fashion week in Pakistan, amidst the lockdown all over the world in the wake of CoVid 19 pandemic. The digital presentation, titled ‘Catwalk Cares’ is a project of her CSR unit to recognise the efforts of front liners, fighting hard in these trying times, under the support of ‘Catwalk Event Management & Productions’, the company she owns. Frieha believes that the future of the fashion is now in online and digital world instead of lavish shows and events. She took some time out from her busy schedule and talked to Daily Paperazzi exclusively and elaborately.  

How did this idea of doing a virtual fashion show come into your mind?

Idea for the virtual Fashion Shows came up to about two months ago when the lockdown started and I kept thinking about what was going to happen to The Fashion Industry? I was talking to a lot of my designer friends and they all seems to be down, depressed due to the pandemic. I knew that we could not have big gatherings at least for a while and Fashion shows business will have to go through changes like other businesses. We would have to adapt.

Fashion weeks in Pakistan were already becoming pretty redundant; Sunsilk after 10 years had pulled out of sponsoring Pakistan Fashion Design Council, fashionistas had stopped going to fashion weeks (there are 6 now in Pakistan) due to lack of content; there was always a Line-Up of one good designer and 5-6 B or C class designers so it wasn’t gratifying to take time out and get ready to go and watch only one good show.

The idea of the Virtual show happened as I started doing home videos. I had so many clothes and I thought I could entertain my fans with a show at home. Eid was approaching. I thought what if I could get designers to send models clothes and just like me they could do a show and send it to me I could put together a whole showcase.

Also I wanted to do something for The Front liners. How can the fashion industry help frontliners. With Eid approaching the idea of putting a show and then gifting it to the fronliners resonated with everyone. We made a Plan to send out all the clothes to models from an A Designer and take help of the courier company to deliver the dress.

How did you manage it with all the SOPs, which have to be followed in this COVID 19 pandemic?

We also thought to do Hair and Makeup so that we schedule Zoom Calls with all the models where Nabila would guide them their looks. Asad ul Haq a director and friend helped put together a directional video to teach models how to shoot themselves. Result, 19 designers, a 3 day shows! Also, celebrities joined the cause and walked for the front liners, applauding them.

I provided models with Catwalk rehearsal (I myself shot the small video clip doing it and send to all the models).

Also, Our TV Director- Asad ul Haq did the Zoom session where he gave Tips to Models how to record clips at home like space should be clutter free and video should be record in landscape mode.

Furthermore, designer didn’t make a new collection but we still focused on only Top Designers and Top Models and it all turned out visually interesting because every location is different from another.  The shows will run on Catwalk youtube and facebook as well as on Geo digital platforms

Do you think that this initiative would be a test case in deciding virtual platforms the future of fashion industry?

You must be aware of Milan Fashion week, which is also happening and Indian council is also discussing virtual fashion week so I think this is the Future of Fashion. The Fashion for a while at least. Gucci has just announced instead of 4 Fashion show they only do 2 Shows. I think on ground events are now the thing of Past and Future of the shows is Digital. So yes this is the future and eventually people will get used to it. Internet reach and YouTube subscribers are increasing tremendously all over the world including Pakistan. Online sales of clothes will increase and people have to adapt the change gradually.

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Lock-down is temporary but Father’s day is permanent

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He is the person who started working hard even before your birth to give you a safe space full of warmth and comfort. It is rightfully said that no person in this world would be happy to see you more successful than him except for your father.
A father is the first superhero in a child’s life, the one he\she would always look up to, for love guidance, goals and unlimited demands.

Since most of the major events are being celebrated in a situation of complete lockdown in the country, we have got some sweet and doable ideas to surprise your dads on this Father’s Day.

Throw A Lunch Party


Isn’t it true that most of the dads are foodies and they can never say no to a dish made by their kids? On this special day, make his favorite dishes. Pamper him the whole day and do not forget to prepare something sweet for the evening tea.

Origami Nuts In Collaboration With OvenCraft


Yummy in his tummy!!! Origami Nuts has designed this cute basket of sweet banana crumble bread in collaboration with Oven craft. The appearance is cute and is definitely a perfect pick to show love and dedication on this special day to your fathers.

Kitchen Kahani’s Breakfast

Almost every dad is a nihari lover and especially in this lockdown when we cannot go and dine out, Kitchen Kahani is offering  “Nashta with Abbu”. We are already melting at the name. You can order home-cooked beef Nihari to surprise your Abbus with a scrumptious desi nashta.

Customized Basket By Happy String

If your abba loves to eat junk, this can be an economical and a fancy present for him. Get his favorite chocolates and other edibles packed in a beautifully wrapped basket and brighten up your father’s mood with something sweet and salty.
Father’s Day DIY Cookie Kit


For young fathers, to have an interactive activity with small kids, Delish is offering customized DIY Cookie kits where you can make your own cookies with your kids while sitting at your home. Isn’t it a great yet adorably creative idea?

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“Beyond Wonder Women”- A Facebook Initiative to Promote Body Positivity

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Beyond Wonder Women is the brainchild of Minahil Kashif, a Law graduate from the University of London. She struggled with all the things that a normal Pakistani girl has to go through when it comes to the concept of a “perfect body”. Minahil used body-shaming as fuel and a reason to start Pakistan’s first fitness and motivational group that promotes the idea of women of all ages, race and ethnicity to come together and live a positive and healthy life.
The initiative “Beyond Wonder Women” aims to help our nation unlearn the concept of “perfect body” by promoting self-love, along with encouraging to be healthy and discouraging them to come down to society’s unnecessary expectations.
Beyond Wonder Women strives to provide women a safe space. Their Instagram promotes fitness and health while they work on the community’s mental health and well-being through their Facebook group in order to maintain privacy.
Amongst other wonder women is  Maryam Feroz (@25vectors) who has produced content that has helped them achieve many milestones in a short span of time which include crossing 1000+ members on their Facebook group and getting shoutouts from international trainers such as @chontelduncan and @stephaniesanzo.

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A Model-Turned-Actress Still at the Peak of her Performance; Sadia Khan!

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Sadia Khan is a name that needs no introduction. The star has made sure she leaves an impression on the audiences with her charming on-screen persona and acting mettle both in the world of modeling and acting. Famed for one of the top performances of her career in Khuda Aur Mohabbat, this starlet has a lot of achievements under her name, and that isn’t all that makes her special.

Starting her career with modeling, this actor-turned-model was destined to be more than just a model. Launched in 2011 in various dramas and ramps, Sadia Khan’s personality and talent have been rather irrepressible. She’s covered countless magazines, starred in numerous dramas, modeled for Pakistan’s biggest brands; in short, there isn’t any territory the actress hasn’t explored. Not to mention, she has made one of the more successful model-to-television and movie star transitions in the Pakistani entertainment industry, like her magnetic performance in Khuda Aur Muhabbat (2011), Naina Syed in Laa (2014), Umm-e-Hani in Shayad, (2017) and Maryam in Maryam Periera (2018). Khan also appeared in a film which is Abdullah: The Final Witness (2016).

But let’s not forget that she was—still is—a unique and remarkable model, as we were all reminded by her triumphant shoots for brands including Khaadi, Sapphire, Gul Ahmed, Sana Safinaz to posing for various other brands. She was the brand ambassador of Khaadi for 3 years, and the brand ambassador for Ufone for more than 2 years. Sadia Khan was modeling from an early age, spending her teens posing for photographs. She then made it as an actress, filling her resume with unconventional and unique roles. The triple threat performer is not only an actress and a model, but also a singer and songwriter. Is there anything that this star can’t do? We don’t think so.

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