Pakistani fashion retail platform LAAM is preparing to bridge the worlds of fashion and technology with the launch of its highly anticipated LAAM Fashion Week (LFW) in January. The Lahore-based company is taking a bold step to reimagine how fashion is consumed by combining a traditional runway experience with an e-commerce twist. Viewers will not only be able to watch the show but also purchase outfits in real time as they appear on the runway, transforming the fashion week model into a dynamic digital retail experience.
At the core of this innovation is LAAM’s tech-driven ecosystem, which has already earned the company recognition as one of the region’s most forward-looking platforms for South Asian fashion. According to CEO Arif Iqbal, technology is central to LAAM’s vision. From AI-driven personalization to logistics powered by data analytics, the company has invested in creating a seamless customer journey. This infrastructure, he explained, not only allows customers to explore South Asian fashion globally but also provides designers and sellers the tools to scale without limitations. Iqbal emphasized that LAAM Fashion Week is more than a display of couture; it is proof of how innovation can transform culture into a global movement.
The event is co-produced with Design651, an event management company led by co-founder and CEO Saad Ali. Speaking on the collaboration, Ali said the initiative is about reframing how Pakistani fashion is experienced, marketed, and sold. He described the event as a new chapter for both the local industry and the global fashion consumer, offering a platform that elevates Pakistani design while connecting it with audiences worldwide.
The creative direction of LFW reflects its ambition. Renowned designer HSY has been appointed as the event director, while styling will be handled by NABILA and N Gents. Design651’s executive design director, Maheen Kardar, is taking on the responsibility of curating the event’s offerings. Together, the team promises a polished showcase blending heritage, modernity, and global appeal.
LFW is planned as a bi-annual event and will highlight premium collections from LAAM’s diverse portfolio of high street labels, textile houses, luxury designers, and couture ateliers. The event aims to empower Pakistani designers to expand their global reach, connect creative industries through digital innovation, and bring South Asian craftsmanship to international audiences. Staying true to LAAM’s ethos of “made in Pakistan, worn by the world,” the event is positioned as a stepping stone for local talent to access broader markets and generate new revenue streams.
The return of fashion shows in Pakistan has been gradual since the Covid-19 pandemic halted such events in 2020. With e-commerce and social media accelerating in the meantime, many questioned the relevance of runway showcases. However, recent events like TEXPO’s fashion exhibitions in 2023 and 2024 and Karachi’s Runway Spring/Summer ‘25 have suggested a revival. LAAM Fashion Week goes one step further by integrating e-commerce directly into the runway format, turning what was once a spectacle into an interactive shopping experience.
By merging fashion and digital retail, LFW may redefine not only the role of fashion weeks in Pakistan but also how consumers around the world engage with South Asian fashion. It signals a future where the runway is no longer just about watching trends unfold but also about immediately accessing them, blurring the line between entertainment and commerce.
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