he fashion industries in Pakistan have remained largely dormant in the last couple of years. There have been no fashion weeks, infrequent shows, fashion editorials seem like a very quaint idea whenever one might bring them up, and overall, that quality that makes fashion, fashion, has been MIA for a while.

Whereas 2008 was a time when Sana Safinaz lawn was exciting, a way to get a subsidized-for-the-masses version of the high-end label, it was also the time when the industry was absolutely flourishing. A fashion council for Pakistan has started being structured and then abandoned in the months prior, but it left a fire in its wake, which culminated in the shape of Fashion Pakistan Council (FPC) which focused largely on organizing the various designers and labels scattered across the country onto one platform with Fashion Pakistan Week (FPW).

The Pakistan Fashion Design Council (PFDC), though older than FPC, structured PFDC Fashion Week (PFW) soon after the first FPW. Designers thrived because these two entities existed, bringing to our attention future maeastros like Ali Xeeshan and Mohsin Ali Tawasuli.

Because of the unique geo-political place Pakistan held in the world post-9/11, the suddenly brighter shades of fashion brought a lot of international media home too. As a result, the industry saw an upward tick in both interest and visibility, which inevitably translate to sales, revenue, and expansion.

But of course, what goes up, must come down, and while the output hasn’t declined as aftermath of the great lockdown, a certain imbalance has been created.

Luxe brands are still catering to their regular clientele, but the focus seems to have shifted to the bottom-line rather than innovation. At the same time, much smaller brands that are craft-focused no longer have a platform to seek out mentorship or patronage.

While the latter is an issue that remains unaddressed, Frieha Altaf, Nabila Maqsood, and Fifi Haroon, pioneers of the industry itself have taken it upon themselves to resurrect the sense of style in Pakistan.

A video released previous Sunday stated: “We are throwing [Pakistani fashion designers] two lifelines.”

“The big project is the Pakistan Fashion Museum,” says Frieha Altaf, CEO Catwalk Event Management & Productions. Part of the industry for over three decades, Altaf feels it’s time to give back to the industry that has benefited her and her partners in the project, stylist/entrepreneur Nabila Maqsood, and fashion/lifestyle journalist Fifi Haroon.

The lifelines, as we all know now, are the Pakistan Fashion Museum, set to be built on a UNESCO World Heritage Site in the country, and the Muse Gala, an annual event set on the Met Gala format, which will hopefully raise the relevant people from their stupor.

“The big project is the Pakistan Fashion Museum,” says Frieha Altaf, CEO Catwalk Event Management & Productions. Part of the industry for over three decades, Altaf feels it’s time to give back to the industry that has benefited her and her partners in the project, stylist/entrepreneur Nabila Maqsood, and fashion/lifestyle journalist Fifi Haroon.

Frieha Altaf, who established and has managed the Lux Style Awards in Pakistan for 21 years now, conceptualized the gala and museum, and took her proposal to the most likely cohorts.

“We have some brilliant designers in Pakistan. There is a lot of original, exciting work that has been done by Pakistani designers over several decades,” Altaf told Arab News early last week. “If we didn’t believe in the talent, we wouldn’t be planning an ode to them in the form of a fashion museum honoring and showcasing their finest work.

“A certain stagnation has set in, that is largely because the industry is now focusing more on retail and bridal. Fashion is increasingly dictated by demand which can sometimes set inflexible parameters for creativity.”

While the site of the museum cannot be disclosed at the moment, Frieha Altaf does offer a tentative timeline as she speaks to Instep.

“The permanent museum will take at least two years minimum to put together because it’s a lot of research. It’s getting all the garments, photographs, literature, and videos to be put together, [and then] setting the architectural and interior design,” says Altaf.

“However, the gala is the launchpad,” apart from themed annual galas, Altaf says, “we will also have a designer work with a muse, to create one outfit, which will be super creative. It will be showcased on the red carpet, and there will be a small exhibition that will take place at the site where the gala is happening. It will then go into the permanent museum.”

A promising plan, the Pakistan Fashion Museum is meant to celebrate 75 years of Pakistani fashion and toast the next 75. The Muse Gala will of course be a welcome fashion-focused event as well, as there is no such thing as too many red carpet moments, and anything that creates jobs and encourages the aspirational side of creativity is what the industry needs, and to be fair, the economy does too.