FASHION DNA IS A DESIGNER MENTORSHIP FOR EMERGING PAKISTANI DESIGNERS ORGANISED BY THE BRITISH COUNCIL. THE PROGRAMME TAKES THE FORMAT OF A YEAR-LONG INTENSIVE TRAINING, INCLUDING FACE TO FACE SESSIONS, ONLINE SESSIONS, UK CATWALK SHOWS AND SHOWCASING, PAKISTANI CATWALK SHOWS AND SHOWCASING. IN ADDITION TO THE MENTORSHIP, DESIGNERS WILL BE INVITED TO APPLY THEIR NEW SKILLS THROUGH THE PRODUCTION OF A READY-TO-WEAR COLLECTION WITH A CLEAR BRAND POSITIONING WITH A CAPSULE COLLECTION PRESENTED AT UK-BASED FASHION SCOUT DURING AW17 LONDON FASHION WEEK AND THE FULL COLLECTION AT FASHION PAKISTAN WEEK IN KARACHI IN APRIL 2017. 

BUILDING ON THE SUCCESS OF THE FIRST CYCLE IN 2015-16, THIS YEAR’S DESIGNERS HAVE PARTICIPATED IN AN EIGHT-MONTH-LONG INTENSIVE TRAINING PROGRAMME, INCLUDING FACE-TO-FACE AND ONLINE SESSIONS, CULMINATING IN CATWALK SHOWS IN THE UK AND PAKISTAN. MENTORSHIP HAS FOCUSED ON FASHION BUSINESS SKILLS, SUSTAINABLE AND ETHICAL PRODUCTION, BRANDING AND COMMUNICATIONS. THE PROGRAMME HAS SHAPED THE DEVELOPMENT OF A READY-TO-WEAR CAPSULE COLLECTION, WITH CLEAR BRAND POSITIONING, UTILISING THE SKILLS ACQUIRED. THE CAPSULE COLLECTIONS CREATED BY THE SIX PAKISTANI DESIGNERS WILL BE SHOWN FOR THE FIRST TIME AT FASHION SCOUT DURING LONDON FASHION WEEK A/W 2017 IN A CATWALK SHOW STYLED BY REBEKAH ROY.  THE SHOW OFFERS AN INSIGHT INTO THE BURGEONING FASHION SCENE IN PAKISTAN SHOWCASING CONTEMPORARY DESIGN, CULTURE AND TEXTILES TO THE LONDON FASHION WEEK AUDIENCE. THE DESIGNERS WILL GO ON TO SHOW THE COLLECTIONS LOCALLY IN A CATWALK HOSTED BY PROGRAMME PARTNER FASHION PAKISTAN WEEK IN KARACHI.

FOLLOWING AN OPEN CALL PROCESS, THE DESIGNERS WERE CHOSEN BY A PANEL OF INDUSTRY EXPERTS, INCLUDING MARTYN ROBERTS, DIRECTOR OF FASHION SCOUT; REBEKAH ROY, FASHION STYLIST; AND AYESHA MUSTAFA, FOUNDER OF ETHICAL E-COMMERCE SITE FASHION COMPASSION. MENTORSHIP HAS BEEN DELIVERED BY UK EXPERTS TOBY MEADOWS, FASHION BUSINESS CONSULTANT AND AUTHOR OF THE INTERNATIONAL BEST-SELLING BOOK HOW TO SET UP AND RUN A FASHION LABEL; CARRI MUNDEN, STYLIST, CREATIVE DIRECTOR AND FOUNDER OF THE CULT LABEL CASSETTE PLAYA; SAFIA MINNEY MBE, FOUNDER OF PEOPLE TREE; AND SURY BAGENAL, DESIGNER AND SUSTAINABLE FASHION DESIGN CONSULTANT.

 

THE DESIGNERS SELECTED FOR AW17 ARE: