Connect with us

Entertainment

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

Published

on

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.

Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Entertainment

Raaz-e-Ulfat Very Well Relates to a Pakistani Girl Living in a Strict Household

Published

on

Raaz-e-Ulfat is one of the latest dramas that has instantly struck a chord with masses owing to its relatable story-line and amazing performances by the remarkable cast. For the uninitiated, what exactly is the plot?

Putting it briefly, Mushk Iftikhar dreams of exploring the world outside her conservative house. She accomplishes her dream life to some extent when she comes across a friend in her university who introduces her to the colours of life. Though, little does Mushk know that Sehba secretly envies her simplicity and innocence and wishes to ruin her life.

Mushk’s life is somewhat a true depiction of most Pakistani girls belonging to strict households, and hence the show has become more interesting and connecting for the younger lot in Pakistan.

You can’t move a bone without your parent’s permission

Yes! Parent’s approval is mandatory in everything you do. You can’t study, sleep, eat, choose a career, go out, come late, etc. as per your own will. You can only breathe on your own… rest will depend on your parents’ will. Poor Mushk is in the same boat.

Privacy is a luxury you can never afford.

Mushk has got no private space in her house. She shares a room with her sister, like how it is usually in most households. Even when she is on a call with a friend, someone comes to inquire about the whereabouts of the caller. Privacy is indeed an out of the world thing for Mushk and others like her.

You have to be responsible like a grown-up, but you can never act like one.

Like Mushk, most Pakistani youth, particularly girls, are expected to grow up and take responsibilities but are not allowed to think that they have grown up in a literal way. Hence, you are always a bachi/ bacha who is bound to live by what your parents say.

Marriage is your ultimate goal in life

You dream about marriage and your khuwabon ka shehzada because that’s what your parents aim for you on completing your studies.

 

Modern Friends Are A Big No!

You cannot stay in touch with rich and modern friends as they are supposedly some spoilt kids who will definitely leave a bad influence on you.

 

 Dating someone is a big struggle!

Going out on a date is a real struggle yet you want to experience it despite knowing that if your parents find out, you are gone for life.

 

Since the very first episode, Raaz e Ulfat has turned every local TV drama trope on its head to offer a refreshingly new insight by subverting all the typical clichéd plot-lines of most local dramas, bringing forth such nuances that make the entire watching experience oh so relatable and befitting for people around us.

 

Continue Reading

Entertainment

Bunyad Foundation: Countering cerebral health issues with Mindcamp

Published

on

Mental health, despite holding paramount significance, is largely ignored in third world countries. With societal progression, the rise of the middle class, and a certain ‘tilt’ or ‘shift’ towards westernization, issues associated with mental health have started to exacerbate. According to recent studies, one of the biggest reasons behind suicidal tendencies or suicide itself is mental health issues such as depression, anxiety, OCD, PTSD and other traumas, different phobias, bipolar disorder, personality disorder and other related disorders.

If we travel a few years back in time, mental health issues were unheard of in Pakistan, in fact, someone found complaining or discussing a mental health issue was either given a particular look or called out for being ‘overly-sensitive’. But over the past few years, things have changed drastically. Now, there are more and more people suffering from mental disorders and psychiatric consultations have increased considerably over time, but even now, a certain amount of people hesitate to seek psychiatric consultation.

The onslaught of Covid-19 has further aggravated the situation throughout the country, with people reporting severe cases of depression and anxiety amid continued lockdowns. It is pertinent to mention here that, although, the issues mentioned are usually associated with urban areas, but the situation in rural areas of Pakistan isn’t much different. Alarmingly, unlike popular opinion, that villages are happy-go-lucky people, even the village dwellers are unknowingly harnessing several mental disorders in this modern age.

In order to facilitate the underprivileged living in less developed, far-flung areas, the Bunyad Foundation in collaboration with Mind organization, has started organizing bi-monthly mind-camps in Hafizabad. The purpose of these camps is to provide free-of-cost facilities to underserved communities. Under these free camps, patients are provided free consultation, medicine and an intervention plan; that too free of cost.

Shaheen Attiq-ur-Rahman, Project Lead and founder of Mind Camp Bunyad, told us that, ‘rural folk suffers from the same mental disorders as more privileged people but often the intensity is greater. Most of the people do not have access to basic medication for relief. Since a lot of unhealed psychiatric disorders can lead to physical ill-health, rural folk face a double burden. At Mindcamp Bunyad, our mission is to give suffering villagers a chance at peace and to ease their task in life’.

It took some time, the involvement of Key Opinion leaders and sustained efforts to convince people to seek help for mental disorders and now there’s better awareness about these issues. In addition, the organization has been carrying out these activities for the past 9 years, by engaging experienced and trained mental health professionals, even in extreme weather, just for the betterment of the society. However, now, the number of mental health professionals offering services has dwindled, in fact, the patient-to-doctor/mental health professional ratio is discouraging.

In order for the unabated and unrestricted continuation of these services, and in order for better, sustained facility provision to the patients; financial backing is imminent, without which such a great initiative gradually might have to retreat. To facilitate the imperative service, Bunyad Foundation is playing a major role.

Get in touch with them to see how you can help.

For donations, please donate here.

Continue Reading

Entertainment

Quiet Women: on Surrealism, Beauty and the Female Voice

Published

on

Lahore based poet, editor and columnist, Afshan Shafi launched her first full-length poetry collection, ‘Quiet Women’ last month. Stocked at Readings, the collection is a unique all-female collaboration featuring the illustrations of acclaimed artists, Samya Arif (Pakistan), Marjan Baniasadi (Iran) and Ishita Basu Mallik (India).

TS Eliot award nominee and winner of the Forward Prize for Poetry, Vahni Capildeo termed ‘Quiet Women’ as one of the ‘new poetries emerging in the twenty-first century which are characterized by a ferocity that spans yet exceeds love and outrage, involvement and observation’.

 

 

‘Quiet Women’ is an exploration of form and linguistic artistry, propelled by a sense of creative freedom espoused by the surrealists and abstract artists. Inspired by the creations of both Eastern and Western female artists and writers this book is a tribute to women and the power of their collective voices. Afshan Shafi has studied English Literature and International Relations at The University of Buckingham and Webster Graduate School London. Her poems have appeared in Poetry, Blackbox Manifold, Poetry Wales, Flag + Void, Luna Luna, Clinic, 3 am magazine, Ala Champ Magazine, and others. Her poems have also appeared in the anthologies, Smear (edited by Greta Bellamacina), The New River Press Yearbook and Halal if you hear me ( edited by Fatima Asghar and Salma Elhilo). Her debut chapbook of poems ‘Odd Circles’ was published by Readings (Pakistan) in 2014. For her work as a poet, she has been interviewed by Arte Tv (France) and Words Without Borders. As part of the Jane Austen Society of Pakistan she has appeared on BBC (World), The Times (UK), and in The Economist’s culture magazine. She has also served as a poetry editor for “The Missing Slate” and is currently a senior contributing editor at Pakistan’s leading literary journal “The Aleph Review”. She also serves as an editor-in-chief for the online Pandemonium Journal, which is a platform for emerging creatives from Pakistan and abroad.

 

Inspiration to write this book: 

This is my first full-length collection and is a tribute to the panoply of female artists that continue to inspire me. From the creations of Iranian artist Farideh Lashai to the work of lesser-known poets like Veronica Forrest, there is a rich engagement with the work of these female trailblazers in ‘Quiet Women’. What makes the book different is its collaborative nature. Each artist I have collaborated with in ‘Quiet Women’ possesses something unique to their perspective. Samya Arif’s illustrations are defined by their bold and stylized detail. She thinks in an opulent manner. Marjan Baniasadi, hails from Iran and has studied at the NCA and her paintings are elegant, deeply intelligent and beautiful. Ishita Basu who lives in Calcutta, India, is a poet as well as an artist and there is such a yearning and melancholy to her creations. Their art complements my writing seamlessly in the book.

 

 

On how ‘Quiet Women’ came together

 

‘Quiet Women came together over a period of two years, where my poems were being frequently accepted by European magazines for publication. I decided to put together a collection of these poems with some newer verses with the intention to collaborate with artists for the final product. The titular poem of the collection ‘Quiet Women’ deals with the notion of female silence and the policing of a women’s language and her personal choices. For one reason or the other, this notion of ‘quietude’ had been drilled into me from an early age, and as I grew as a writer I started questioning all kinds of enforced silences, which in turn led me to critically examining all kinds of oppressive practices aimed at ‘containing’ the very agency of a woman. ‘Quiet Women’ as a book, functions for me as a bridge across a myriad number of fears; these verses are bridges across patriarchal structures, restrictive artistic ideologies, and perhaps purely existential concerns

 

On the collaboration with artists for ‘Quiet Women’

 

I would say that I have been a student of the Surrealists my whole life, as I have often been drawn to the interplay of artist mediums, in which they reveled. Surreal output has always been concerned with juxtapositions and techniques like ‘collage’ and ‘frottage’, and indulgence in hybridity. For example, Surrealist collaborations include films based on poems, in the way that the filmmaker Man Ray adapted poems by Robert Desnos to his medium. Since my poems are often initiated by visual ephemera, and my imaginative focus is on delineating these visuals (triggered of course by emotion or artistic curiosity), I found collaboration with these artists to be a natural progression. Each artist was sent the poem to illustrate without any instructions, the idea was for there to be a fluidity of connection, one derived purely by imaginative means, and for the artworks to be instinctual and primal.

 

Creative influences and the impact of Surrealism on my work

 

Each poem in ‘Quiet Women’ is a tribute to the marginalised, whether that figure be that of a woman or an artist or poet. Each poem aims to counter reality with the dream and to re-engineer the accepted image of the creative as ‘outlier’. Whether in terms of stylistic experimentation, influence or tribute, this book aims to upset normative modes of thought and glorify one’s creative faculty. The founder of Surrealism, Andre Breton, spoke much of how the imagination is seen as a threat to all dimensions of order, similarly, much of my work is concerned with consistently upending language, mass-perspective and received ideas.

 

On why I enjoy poetry as a genre and as my chosen form

 

A poet often writes a poem as a postscript to an emotion. ‘High tragedy’ or ‘wondrous joy’ need not compel the writing of verse, it could be a retained sense of childlike wonder for say an owl or the precise engineering of a pistol. I feel that I write primarily to escape a powerful inborn reticence. In that vein these words by the great James Joyce encapsulate perfectly the retaliatory bent of my mind as it stitches a sentence together; ‘poetry even when apparently most fantastic is always a revolt against artifice, a revolt, in a sense, against actuality’.

Continue Reading

Trending