The presence of the mega-star among top fashion designers from Pakistan, India and Qatar brought certain radiance to the event. As news of his arrival to Doha reached people before weekend, hundreds of fans started registering with Designer Fashion Lounge (DFL), the organiser of the fashion extravaganza, to get a chance to see their favourite star up close.
As the glamorous night arrived, there was a run at the red carpet to be photographed with Fawad. He was definitely the most sought-after and most talked-about star in Doha Thursday night.
As the show began and the actor took his seat amongst the crème de la crème of Pakistani fashion industry, a loud cheer rented the packed Al-Majlis Ballroom at Sheraton Doha. Top models from Pakistan, including Cybil Chowdhry, Fouzia Aman and Rizwan Ali, walked the ramp, displaying designer wear from Pakistan and India besides the locals.
After much swooning over his recent Bollywood debut Khoobsurat (Beautiful), fans went ecstatic when Fawad walked the ramp in an ensemble from the film.
“I am overwhelmed by the love I have received from you (the people of Doha) and I absolutely love it here. Thank you so much for giving me this honour to meet you all and to witness such a beautiful show,” Fawad told the audience.
Fawad recently won the Filmfare Award for Best Actor (Debut) for Khoobsurat. He is one of the few Pakistani artistes who enjoy a large fan base on both sides of the border in Pakistan and India.
Fawad was a lead vocalist for a Pakistani music band EP before rising to spectacular fame with his performance in HUM TV’s drama serial Humsafar, which was recently broadcast in India by a satellite channel to much acclaim.
Speaking to journalists here, Fawad said he has enjoyed working in Bollywood and was looking forward to doing more exciting projects. He however, pointed out that it would be unfair to brand him a “Bollywood actor” because he had just made his debut in that mega film industry.
“The people of India are very welcoming and loving and I would definitely like to work there in future as well,” said Fawad. He intends to divide his work between Pakistan and India equally.
Anoushay Ashraf, top VJ and actress from Pakistan, wearing an elegant Adnan Pardesy outfit, conducted the fashion show while Cybil Chowdhry continuously drew applause from the audience every time she made an appearance, in different designs.
“The attendance was way above our expectations. We had to increase the sitting capacity in the hall right at the beginning of the show,” Sana Salman, the CEO of DFL, told Community.
The quality of designers was unquestionably high. Cameras from the audience were out flashing even as designer Hamna Amir also made a statement with her articles. The fashion show was followed by an exhibition of the labels by all participating designers at Sheraton the next day.
“By the evening, the entire collection was sold out. There was a huge crowd of genuine buyers who placed multiple orders with the designers,” Sana told Community. She said the buyers showed particular interest in the bridal wear with plenty of orders.
“In fact, the response was so overwhelming that the designers suggested we should hold a separate fashion show for bridal wear only, sometime in the future. It was great to see this happening here in Doha,” Sana added.
She felt it was a one of its kind experience for DFL and their first major show in Doha.
“We have taken all positives and negatives from the event and would make it even bigger and better in the future. The response from people of Doha was more than just encouraging,” a beaming Sana said.
A multicultural audience comprising members of Pakistani, Indian, Qatari and other communities witnessed the fashion show and the exhibition.
The IFF showcased designs from Pakistani and Indian designers such as Asim Jofa, Umar Sayeed, Fozia Aman, Rana Noman, Hamna Amir, Rani Emaan, Sadaf Amir, Adnan Pardesy, Shazia’s bridal gallery, Umsha, Brahtti and Waseem Noor.
Enthusiasts also appreciated the designs displayed by local fashion houses from Qatar such as Rivaage, Jo lamode, Sara Buhindi, Nora Alahajri, Noblesse Couture, Me lamode, Al dabi, Labra Boutique, Jovrn and Kjay.
“Our main objective is to promote Asian fashion industry in the Qatari market and help designers to explore it, and to do this, by merging the talent of both Arabs and Asians to give the finest products to the buyers,” emphasised the DFL CEO.
DFL, she said, understands the importance of Asian fashion in Qatar market and the demands of local communities.
“We have already planned two more fashion shows and exhibitions for the year before opening an Asian multi-brand store (DFL) in Doha,” Sana told Community. She thanked the Qatari Business Women Association and Jawaher al-Kuwari, Executive Member of the Business Women Forum under the umbrella of Qatar chambers, the founder and managing director of Jo La Mode Boutique for being their strategic partners.
Sana also thanked Commercial Bank of Qatar for agreeing to become the Diamond Sponsor of the event, Royal Plaza as Platinum Sponsor and Inter Group Shipping and Logistics as the Gold Sponsor for IFF.
She said the DFL has already started working on their next big project. Without disclosing the details, she said it would be a mega music event with a mega star from Pakistan and her team was already in talks with the manager of the singer.
Sana said the IFF is going to be a patented event in Qatar as the DFL intends to get it registered with Qatar Tourism Authority (QTA). The people from the authority personally witnessed the show and met the Pakistani celebrities as they appreciated the impressive turnout.
She hoped the fashion festival would become a major community event in Qatar in future.
Sana appreciated the works of her partners from Pakistan, the S&S event designers, Production 021 backstage team, savvy events PR partners, Naeemul Haq (Choreographer), Trinity Modeling Agency Qatar and Pakistan’s top entertainment channel HUM TV in making the show a success.
She also acknowledged her partners from Qatar, including Sixth Rent a Car, Ahlan magazine, Diva Lounge Spa and Habib’s Hair and Beauty besides the Team Apex, who provided on ground support to the event.
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