Interview: Shahid Mian, CEO (Pakistan Fashion Week Dubai)



    Pakistan Fashion Week Dubai 2014, Bringing the prominent designers of Pakistan’s Fashion Industry, #PFWDUBAI will feature exotic designs and platform for designers, models, buyers and the media. caught up with the Founder and C.E.O of Pakistan Fashion Week Dubai, Mr. Shahid Mian for an exclusive interview.

    Tell us a about yourself, Where are you from? What’s your professional background?

    I have done MBA from a recognized university and later in 2007 I started my own business and Asian lifestyle magazine’s work was initiated. Since then there is no looking back!

    What does fashion mean to you?

    Fashion is about expressing your identity, showing someone who you are through your fashion choices and using your clothes to tell someone something about you. Or at least it is for me- I suppose for some people clothing is just about comfort or utility but for me it’s about expressing myself.

    How would you define your city’s fashion?

    Lahore Fashion without any second opinion is definitely booming. Twenty years back in Lahore, there was hardly any brand consciousness amongst Lahoris. Now you can see fashion boutiques all over Lahore. The good thing about Fashion in Lahore is that in the last decade local brands have made it big with their quality work. Some of them have become international names. We see more of local quality fashion brands in Lahore than the international ones. The textile industry is also doing great job in terms of creating new designs every year.

    Tell us about Pakistan Fashion Week Dubai. What are your expectations?

    Well. Looking forward to get great results! InshAllah.  Asian international Media (Pvt) Ltd (AIM) is proud to organize the first event of its kind in the history of Pakistan fashion industry i-e Pakistan Fashion Week Dubai where all leading Pakistani, Indian and Dubai based fashion designers are participating. The grand event has been co-sponsored by LALA whereas styling and PR will be taken care of by ZHAUS. The purpose of the show is to promote “made in Pakistan” label by providing opportunities to Pakistani companies, textile sector and fashion designers to show case their products in the best trade shows all over the world including Pakistan.

    The exhibitor of the show will be BRANDS JUST PRET. The store stocks for designers along with providing state of the art retail services, managing exhibitions and arranging fashion showcases. Furthermore, they enable designers to best promote their brands by developing their brand profiles, corporate identities and photo shoots. The choreographer of the show is none other than Imran Kureshi. Imran Kureishi introduced & Pioneered Fashion Shows, Live Pop Concerts, Stain Glass Paintings, Silk Painting & Disco Dancing in Pakistan.

    The team we have put together in Pakistan is extremely skilful and creative. We have in-depth knowledge on consumer behaviour, and experience in ways to best target this customer via marketing and advertising campaigns. We continually monitor new trends in consumer behaviour and buying patterns and are looking into ways to help promote South Asian business throughout the world. The world has become a global village, and we would like to offer your business, regardless of industry, shape or size, the opportunity to come out into the open international market. This will not only give advertisers the opportunity to promote their brands on the international market but will help you the advertisers expand your client and consumer base.

    Recognized magazines including Asian Lifestyle Magazine and Mela monthly Magazine and upcoming Dubai Fashion TV are part of Asian international Media (Pvt) Ltd.  Asian lifestyle Magazine is the only magazine that can offer it all, plus gives advertisers the opportunity to promote their products and services on the international market. Asian lifestyle magazine is published and distributed in Canada, Dubai, Doha, Muscat, India and Pakistan at the same time, making it the only platform that can offer advertisers the chance to advertise and market goods and services abroad to enable our clients to reach a further target audience all at competitive local rates according to the country of distribution.

    Who are some of your favorite designers?

    HSY, UMAR SAYEED and Gucci.

    How often PFWD will take place in Dubai? Where else do you host it?

    You have to wait for this announcement (Laughing)

    What do you dislike about this industry?

    Hypocrisy and leg pulling.

    What is one characteristic that every leader should possess?


    In terms of Fashion, What according to you is a definite NO this season?

    A line frocks with panels.

    How far has the modeling/fashion industry come along at Pakistan?

    Winds of change are sweeping Pakistan’s fashion ramps — from Pashmina kurtas, salwar-kameezes to shararas and ghararas in the past to off-shoulder gowns, sleeveless dresses and even backless outfits now. Off the runway, fashion may be conservative, but designers are attempting to lend a contemporary twist. Intricate embroidery, surface textures, architectural and graphic prints and lawn fabric have been synonymous with Pakistani fashion over the years. The new-age designers and models are trying to give them a facelift to cater to the style demands of fashionistas.

    What do you think designers are focusing in store for the coming season?

    Lots of colors with straight cuts.

    Where can readers find out more about you and your work?

    They can find us in our publications, Facebook and website.

    The Pakistan Fashion Week will take place on 24th, 25th and 26 th of April 2014 at Shangrila Hotel Al Nojoum Balroom SZR Dubai opposite DIFC. for more details Click Here

    Interview hosted by Hassan Fayyaz (

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