Bank Alfalah Presents Daraz Fashion Week

Bank Alfalah, in collaboration with Daraz.pk, launched Pakistan’s first ever shoppable online fashion event. Aimed at bridging the gap between high-end fashion and everyday consumers in Pakistan, this groundbreaking initiative will significantly help the industry by not only providing the fashion fraternity with an online platform to grow, but also promoting accessibility to their customers. 
Unlike other conventional fashion events, the Bank Alfalah Daraz Fashion Week has been made accessible to consumers who can livestream the show and buy any product straight away with a simple click of the mouse. Gathering such aspirational designers as Feeha Jamshed, Deepak Perwani, Tena Durrani, Zara Shahjahan, Amir Adnan, and leading retail store Generation, the show features exclusive collections on the leading e-commerce platform at incredible price points that are much lower than what one would expect for such big brands.
Hamza Bokhari, winner of the Bank Alfalah Rising Talent Award at PFDC Bridal Week 2015, will also showcase his collection at the Bank Alfalah – Daraz Fashion Week alongside the aforementioned fashion heavyweights of the country. Now a name synonymous for supporting young talent in fashion, Bank Alfalah Rising Talent Programme has been providing young fashion students and designers an opportunity to transform their ambitions into success. Through this partnership with Daraz.pk, Bank Alfalah aims to provide its Rising Talent in fashion an opportunity to expand their entrepreneurial ventures and play their part in the country’s socio-economic growth.
“We are not only pleased to be part of this first-of-its-kind fashion event in Pakistan, but we are also proud of the fact that our Rising Talent, Hamza Bokhari, is showcasing his collection alongside Pakistan’s fashion mavens,” said Atif Bajwa, President & CEO at Bank Alfalah at the show’s launch. “Bank Alfalah has been supporting young talent in fashion, however, this partnership with Daraz.pk goes beyond that objective to help designers sell their products directly to consumers through the use of technology.” he added.
The collections, available across Pakistan from 20th to 24th April at www.daraz.pk/fashion-show, are set to be a game-changer for the local fashion industry. Anyone viewing the show will be able to add a desired product to cart simply by clicking on the product as soon as a model walks up the ramp wearing it, without pausing the live stream. Daraz.pk’s webpage for the fashion week has been streamlined in a way that the shopping experience becomes effortless for the customer, making it a classic example of social entertainment and retail being rolled into one glamourous event. 
The Fashion Industry in Pakistan has grown significantly over the last decade, playing a pivotal role in not only boosting the image of Pakistan globally but also generating significant revenue. Bank Alfalah has been supporting fashion bodies operating in the country, including the PFDC and Fashion Pakistan Council. Besides fashion, the Bank supports emerging talent in sports, filmmaking and arts through its Rising Talent Programme.

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