The Pakistan Fashion Museum the first of its kind in Pakistan –along with a fashion gala and exhibition ‘The Muse Gala’ is to be launched at a UNESCO World heritage site (TBC) in Winter/Spring 2023-2024. This exciting double-venture was conceptualized and nurtured by Frieha Altaf, CEO of Catwalk Event Management & Productions; who has for over thirty years introduced a host of key events like the Lux Style Awards and Beyond Beautiful, that shaped and extended Pakistan’s fashion industry in new directions and received worldwide applause.

Now Altaf has invited two fellow Lux Style Award Lifetime Achievement in Fashion recipients to collaborate with her on this path-breaking attempt to recognise and reinvigorate Pakistani fashion.

Both are pioneering fashion icons image consultant, stylist and entrepreneur Nabila and fashion editor and senior BBC broadcast journalist Fifi Haroon who for more than three decades have lent their talents and expertise to the growth and excellence of Pakistan’s fashion industry have joined hands and energies with Frieha Altaf to create the agenda and creative blueprint for the Pakistan Fashion Museum and execute the production of the Muse Gala.  In a joint statement the triad of fashion trailblazers announced the exciting new ventures:  "For over three decades we have dedicated our lives to Pakistani Fashion nationally and internationally. At this point in our careers, we all feel Pakistan’s fashion has stagnated. It is time for us, who have both built and benefited from this industry to step up and take action and give it new aspirations. In order to create, excite and innovate, we want to bring The First Fashion Museum and annual Fashion Gala to Pakistan."

The Muse Gala, an annual event will invite Pakistan's preeminent fashion designers to collaborate with muses and celebrities to create flights of sartorial fancy. "We will curate themes that inspire and provoke both celebrities and designers to create anew. We want to make space for unmitigated, unfettered fashion fantasies."

The Pakistan Fashion Museum will be designed by leading architects and in consultation with experts in museum design. It will be a glorious tribute to Pakistan’s sartorial history, showcasing the iconic heritage of our style and designs created by Pakistan's pre-eminent designers over the years. Seasonal themed exhibitions will enhance the permanent exhibition and serve as a space for thinking, seeing and learning about Pakistan. The gala event will include a musical performance and sit-down dinner and will be spotlighted on multiple platforms including TV, Print and Social Media.

Published in The Daily National Courier, May, 25 2023

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