LAAM Fashion Week Season 2 brought together retail-ready fashion businesses, contemporary labels and independent designers in Lahore, highlighting how runway events can connect creative showcases with online retail. Day 3, held on October 25, featured three presentations: the LFW Retail Runway, LFW Edit and the Designer Showcase. Co-created by fashion ecommerce platform LAAM and Design651, the event follows a runway-to-e-tail model designed to link physical fashion presentations with digital discovery and shopping. The format gives established retail brands and independent designers a platform to present collections while connecting their work with audiences through LAAM’s digital channels. The third day featured MISL, Abaan Zohan, Agha Jaan and Malhaar in the Retail Runway; U&I by Umer Imrana, Project 1959, Sadhbarg and Aramis Haijaan in LFW Edit; and Mo by Mohsin Tawasuli, Souchaj by Mehak Junaid, Rici Melion and Fahad Hussayn Print Museum in the evening showcase.
The event’s retail focus reflects an effort to bring manufacturing-led businesses and established fashion labels closer to consumers through digital commerce. Rather than limiting exposure to a runway audience, LAAM Fashion Week connects collections with an online shopping environment, where selected designs can be discovered and purchased. The model creates a potential route for fashion businesses to turn event visibility into consumer engagement and sales, although the financial impact of the event has not been disclosed. Day 3’s collections covered a range of styles, from traditional festive wear and heritage-inspired embroidery to contemporary tailoring and experimental prints. MISL presented Shaam-e-Sehar, a collection inspired by sunset tones and flowing silhouettes, while Abaan Zohan showcased occasion wear featuring gota and zari detailing. Agha Jaan drew on ceremonial heritage, and Malhaar presented Resurgence, combining traditional South Asian craftsmanship with updated silhouettes. These presentations demonstrated how brands can use a fashion event to communicate both their creative identity and their retail offerings.
The LFW Edit segment placed contemporary and high-street fashion businesses in an editorial runway setting. Project 1959 presented its Autumn/Winter 2027 collection, combining sculpted outerwear, bold prints and fluid draping, while Sadhbarg explored South Asian dress through statement accessories and distinctive silhouettes. Aramis Haijaan brought together patterns, patchwork and reworked textiles, reflecting a more experimental approach to contemporary fashion. The evening Designer Showcase shifted the focus towards individual creative concepts. Mo by Mohsin Tawasuli explored heritage through modern forms, while Souchaj by Mehak Junaid presented a collection inspired by old-world elegance and craftsmanship. Rici Melion focused on formal menswear, using tailored tuxedos and velvet, while Fahad Hussayn Print Museum drew on historical and cross-cultural artistic influences. The mix of established retail identities and designer-led presentations gave the programme a broad commercial and creative scope, illustrating how fashion platforms can accommodate different business models and audiences.
Digital distribution remained a central part of the event, with Season 2 streamed through the LAAM app and the official LAAM Fashion Week website, alongside ARY Plus as the official over-the-top streaming partner. The wider event ran from October 23 to 26 in Lahore, bringing together fashion houses, emerging designers, high-street labels and retail-focused businesses. LAAM’s official event information describes its platform as a link between fashion production, discovery and online commerce, with selected runway looks connected to shopping opportunities. This approach may offer participating brands additional exposure beyond the venue and allow consumers to engage with collections through digital channels. However, the organisers have not published event-specific sales figures or conversion rates demonstrating how much online purchasing resulted from the runway presentations. The second edition nevertheless illustrates how ecommerce platforms are using live events, streaming and curated fashion showcases to connect designers and retailers with customers in Pakistan and international markets.
Follow the SPIN IDG WhatsApp Channel for updates across the Smart Pakistan Insights Network covering all of Pakistan’s technology ecosystem.
