Karachi:- May 21, 2023: 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.
The visionary behind this exciting double-venture is Frieha Altaf, the CEO of Catwalk Event Management & Productions. With over thirty years of experience, Frieha Altaf has been instrumental in introducing key events such as the Lux Style Awards and Beyond Beautiful. Through these groundbreaking initiatives, she has not only shaped and extended Pakistan’s fashion industry but also garnered global acclaim for her contributions.
Now, Frieha Altaf aims to take Pakistani fashion to new heights with the establishment of the Pakistan Fashion Museum and the annual Muse Gala. Her track record of organizing successful and influential events has positioned her as a leading figure in the industry, and her dedication to pushing boundaries and exploring new directions is evident in her previous achievements.
Frieha has extended invitations to two esteemed fashion icons, Nabila and Fifi Haroon, both recipients of the Lux Style Award Lifetime Achievement in Fashion. These pioneering individuals have dedicated over three decades to the growth and excellence of Pakistan’s fashion industry through their roles as an image consultant, stylist, entrepreneur, and fashion editor and senior BBC broadcast journalist, respectively.
Nabila and Fifi Haroon bring a wealth of talent, expertise, and experience to the table. Their collaboration with Frieha Altaf on the Pakistan Fashion Museum and the Muse Gala is a testament to their commitment to recognizing and reinvigorating Pakistani fashion. Together, they will work hand in hand with Frieha Altaf to establish the agenda and creative blueprint for the museum, as well as execute the production of the Muse Gala.
These fashion icons’ involvement ensures a multidimensional approach to the initiatives, drawing on their vast knowledge and industry insights. Their collective efforts will shape the direction of the Pakistan Fashion Museum and the Muse Gala, infusing them with innovation and setting new standards of excellence. With their combined expertise, Frieha Altaf, Nabila, and Fifi Haroon aim to elevate Pakistani fashion to new heights and cement its position on the global fashion stage.
In an official joint statement, the trio of fashion trailblazers enthusiastically announced their 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 annual Muse Gala will serve as a prestigious event that brings together Pakistan’s preeminent fashion designers, muses, and celebrities. It will be a platform where these creative minds can collaborate and craft extraordinary flights of sartorial fancy.
At the Muse Gala, fashion designers will have the opportunity to showcase their exceptional skills by collaborating with influential muses and renowned celebrities. Together, they will push the boundaries of fashion, creating captivating and imaginative ensembles that inspire and captivate.
The event will curate themes that ignite the imagination of both designers and participants, encouraging them to explore uncharted territories of fashion. By fostering an environment of unrestricted creativity, the Muse Gala aims to cultivate innovative fashion expressions that transcend conventional norms.
This annual event will provide a dynamic and captivating red carpet experience, where fashion enthusiasts, industry professionals, and international guests can witness the mesmerizing collaborations between designers, muses, and celebrities. Through a fusion of fashion, entertainment, and creativity, the Muse Gala promises to be an exhilarating celebration of style and individuality.
The Muse Gala will not only showcase the remarkable talent within Pakistan’s fashion industry but also elevate its global standing. By bringing together renowned personalities and creative minds, the event will attract attention from international celebrities, buyers, influencers, media, and industry professionals. This will not only contribute to the growth of the industry but also enhance Pakistan’s image as a vibrant and innovative fashion destination.
“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.”
In their statement, the trio of fashion trailblazers also provided an exciting preview of Pakistan’s first fashion museum, which will be situated at a UNESCO World Heritage site in a prominent city.
The location selection for the fashion museum at a UNESCO World Heritage site underscores the significance and cultural value that Pakistan’s fashion industry holds. This prestigious setting will provide a befitting backdrop for the museum, highlighting its importance as a repository of Pakistan’s rich sartorial history.
The museum will showcase the iconic heritage of Pakistani style and designs, curated by the country’s pre-eminent designers over the years. It will serve as a magnificent tribute to the creativity and craftsmanship that has shaped Pakistan’s fashion landscape. By exhibiting these timeless works, the museum will honor the contributions of Pakistani designers, celebrating their artistic legacy.
Furthermore, the museum’s design and construction will be undertaken by leading architects in consultation with experts in museum design. This collaborative approach ensures that the museum will be a visually stunning and immersive experience, capturing the essence of Pakistan’s fashion industry while adhering to world-class standards.
Beyond its permanent exhibition, the museum will also host seasonal themed exhibitions, offering visitors a diverse and evolving perspective on Pakistani fashion. These exhibitions will provide a space for contemplation, exploration, and learning, enabling visitors to engage with the ever-evolving world of fashion.
Additionally, the Pakistan Fashion Museum will house an extensive collection of archival fashion photography, videos, editorial magazines, and related creative genres. This treasure trove of fashion history will be curated to international standards, making it a valuable resource for researchers, fashion enthusiasts, and students alike.
The establishment of the Pakistan Fashion Museum at a UNESCO World Heritage site signifies a deep commitment to preserving and promoting Pakistan’s creative heritage. It will serve as a cultural tourism site, attracting visitors from around the world and showcasing Pakistan’s artistic legacy on a global scale. Through this ambitious endeavor, the museum aims to contribute to the country’s image, fostering pride and appreciation for Pakistani fashion and innovation worldwide.
“This is us paying back our debt to Pakistan and to the industry that has nurtured us. It is a record of our past and a toast to our future. We want to recognise the contributions of Pakistani designers and take Pakistani fashion to the world. Here’s to the next 75 years of Pakistani fashion, heritage and innovation!”
The inaugural exhibition of the Pakistan Fashion Museum is scheduled to be held during the Winter/Spring of 2023-2024, as part of the highly anticipated Muse Gala. The exact UNESCO World Heritage site where the event will take place is yet to be confirmed.
Designed by renowned architects in collaboration with museum design experts, the Pakistan Fashion Museum will be a magnificent homage to the country’s sartorial history. It will serve as a prestigious platform to showcase the iconic heritage of Pakistani style and designs crafted by the nation’s preeminent designers throughout the years.
The museum will feature a permanent exhibition that highlights the evolution and achievements of Pakistan’s fashion industry. It will provide visitors with an immersive experience, enabling them to explore and appreciate the country’s unique fashion heritage. Additionally, seasonal themed exhibitions will be curated to offer new perspectives and create an enriching space for contemplation, observation, and learning about Pakistan’s fashion legacy.
One of the museum’s valuable assets will be its collection of archival fashion photography, videos, editorial magazines, and related creative works. These artifacts will be curated to meet international standards, showcasing the depth and breadth of Pakistan’s fashion history. The curation process will involve an advisory board comprising experts who will contribute their knowledge and expertise to ensure the highest quality of representation.
Beyond its role as a repository of fashion history, the Pakistan Fashion Museum will serve as an educational hub and a nurturing ground for aspiring fashion students and creatives. It will provide a supportive environment for learning, collaboration, and growth, fostering talent and showcasing the work of both established and emerging fashion stars. The museum aims to cultivate a thriving community that pushes the boundaries of creativity and propels Pakistan’s fashion industry into a vibrant and prosperous future.
The vision for the Pakistan Fashion Museum is to establish it as a prominent cultural tourism destination that showcases Pakistan’s creative heritage and enhances its global image. Through the annual Muse Gala, the fashion industry will have a platform to collaborate with renowned celebrities from various fields such as fashion, entertainment, music, sports, and social media. This glamorous Red Carpet event will be the most thrilling and dynamic occasion in Pakistan, where designers can exhibit their creations.
The goal is for the Muse Gala to attract international celebrities, influential buyers, industry professionals, and media from around the world. Their participation in this event will not only elevate the global standing of Pakistan’s fashion industry but also foster national pride and enhance Pakistan’s image abroad. The gala will be an immersive experience, featuring a musical performance and a sit-down dinner, creating a memorable evening for all attendees.
The significance of the Muse Gala will be amplified through extensive coverage on multiple platforms, including television, print media, and social media. By leveraging these communication channels, Catwalk Event Management & Productions, known for their pioneering and innovative approach, will ensure that the event receives widespread attention and reaches a global audience. Their expertise in orchestrating iconic events will contribute to further improving Pakistan’s global image and promoting its fashion industry on an international scale.