Lifestyle

KARACHI (Staff Report) – Daraz.pk, in collaboration with Bank Alfalah, Pantene, Bata, Mastercard, Insignia, Careem and Cinepax launched Pakistan’s first ever shoppable online fashion event last night and will continue as an online fashion week for the masses to avail exclusive designer wear till April 24.

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Aimed at bridging the gap between high-end fashion and everyday consumers in Pakistan, this groundbreaking initiative will significantly help the industry by not only providing the fashion fraternity an online platform to grow, but also promoting accessibility to their customers.

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Unlike other conventional fashion events, the Bank Alfalah Daraz Fashion Week has been made accessible to consumers who can livestream the show and buy any product straight away with a simple click of the mouse.

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Gathering such aspirational designers as Feeha Jamshed, Deepak Perwani, Tena Durrani, Zara Shahjahan, Amir Adnan, leading retail store Generation and Bank Alfalah Rising Talent Hamza Bokhari, the show features exclusive collections on the leading e-commerce platform at incredible price points that are much lower than what one would expect for such big brands.

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Kicking off the fashion show, Bjarke Mikkelson, CEO Daraz said, “Usually, the way high-end fashion works is the Fashion Show is months in advance to when the collections hit the stores – it is very exclusive and small with elites, press, bloggers and a few very important people.

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However, with the Daraz Fashion Week, what we are really trying to do is, we are trying to take something that is usually reserved for a small group of people, to anybody in Pakistan who has internet and a smartphone.”

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“We want to make sure that everybody participates and has the same opportunity and same convenience as any one of us when we go shopping. I want to say thank you to all our partners, particularly, Bank Alfalah who have really not just been a sponsor for us but really helped shape this concept from the start.

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Everything is actually new; the concept, as well as the way we put everything together. Also, a special thanks to Pantene and to Starcom for helping us organize the looks and to Mastercard, Insignia and Bata. I hope all of you have a good time,” he concluded.

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“We are not only pleased to be part of this first-of-its-kind fashion event in Pakistan, but we are also proud of the fact that our Rising Talent, Hamza Bokhari, is showcasing his collection alongside Pakistan’s fashion mavens,” said Atif Bajwa, President & CEO at Bank Alfalah at the show’s launch.

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“Bank Alfalah has been supporting young talent in fashion, however, this partnership with Daraz.pk goes beyond that objective to help designers sell their products directly to consumers through the use of technology.” he added.

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The collections, available across Pakistan at www.daraz.pk/fashion-show, are set to be a game-changer for the local fashion industry. Anyone viewing the show can add their desired product to cart simply by clicking on the product – it’s immediate gratification.

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Daraz.pk’s webpage for the fashion week has been streamlined in a way that the shopping experience becomes effortless for the customer, making it a classic example of social entertainment and retail being rolled into one glamourous event.

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The response so far has been overwhelming, thousands of people have been on the fashion week page since the show kicked off at 8:00 PM last night, getting their hands on their favourite designer wear. Stocks are running out fast, may the fastest fingers win. Daraz will reveal more details about the show and the overall impact it had on the fashion industry once fashion week comes to an end.

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