The Pakistan Fashion Design Council in collaboration with Sunsilk presented the final day of PFDC Sunsilk Fashion Week; a week that brought to the fore collections from 25 design labels, 6 Voile Shows, a fully equipped exhibition area – indeed a week that showcased the business of fashion, at the Expo Centre, Lahore. PFDC Sunsilk Fashion Week first opened on the 13thof April with a formal press conference at the venue, announcing the council’s recognition by the World Fashion Organisation, introducing international buyers and agents present with the view to translate fashion into tangible business and announcing the team behind PFDC Sunsilk Fashion Week as led by the designers themselves. Over the course of Fashion Week announcements and ‘reveals’on the red carpet were made such as film star Reema’s exclusive screening of her new Lux campaign on the first day accompanied by actresses Meera and Humaima Malick; Ponds’ launch of Gold Radiance collaborating with innovative jeweller Kiran Aman and her new label So KFJ for a unique installtion of Ponds and jewellery on Day 2; On Day 4, actress Mahira Khan was revealed as the Sunsilk Brand Ambassador at a red carpet press conference where she screened her Sunsilk Expert Studio campaign. Title sponsor, Sunsilk presented an exclusive booth for fashion styling throughout the week, where complimentary hair styling and makeup touch ups with Nabila’s salon team were available. The Sunsilk Expert Studio was also present on the red carpet, where attendees had their pictures taken against the Sunsilk Wall to get instant, framed photographs as souvenirs. The PFDC Sunsilk Fashion Week is being produced, choreographed and directed by HSY and his team with Maheen Kardar Ali and Zara Shahjahan for front stage management. Mohsin Ali and Akif Mahmood managed the exhibition area, Fahad Hussayn and Ali Xeeshan are working alongside the style teams for hair and makeup, Kamiar Rokni and Asim Naeem are overseeing green room [backstage] management.