FD WEEK = Fashion Disappointment Week

Fashion TV is a brand which is recognized by even those people who have never had anything whatsoever to do with the fashion industry at all. A huge wave of excitement was felt across the fashion world and the media spectrum when the rumors of the event initially started circling. The biggest hype-generating factor was that the event was going to be held under the FTV banner, and that it was the first time that Fashion District Week was coming to Lahore. The whole idea took everyone by storm. The pre-launch press release also created a lot of hype about the officials from FTV taking part in the event, alongwith FTV’s own host Ania J and official DJ, DJ Jolly.

Another exciting part was the first list of designers which came out and it was huge. I mean, there was a plan for almost 30 designers, which included fresh fashion graduates to go along with the big guns of the industry. The models were a mix of FTV’s own models and a few new Pakistani models too. Oh boy, the event sounded like everything a true fashion freak would have wanted it to be. Additionally, the chance to party with all of them together in a pre-launch event sounded like the perfect icing on the cake.

The pre-event party was a big disappointment. It started from the Boneheads basement, and ended up in a flimsy apartment. As far as the crowd at the party is concerned…I will only say that it was nothing that FTV would want to put its name on. And then, due to no obvious reason, the elements of the event were also changed. Firstly, the event partners kept coming in and then getting off. Some of the leading names in the industry were taken on board as partners but later no one could be seen at the event. Another thing which I find worth mentioning is that by this time, several leading fashion gurus were offended because of the sheer mismanagement which was on display, and also because of the disrespectful attitude which they had to bear. Secondly, the invites and the methodology to get into the event venue were both marvelous. I had not seen anything like it before but it contributed to the failure of the event as the entire system failed to properly work. Initially, it felt like it would be really hard even for the people who were actually invited, but afterwards it seemed like everyone who was out on the streets managed to enter the event. The backstage has always been a privilege for the media to be a part of. It is a very restrictive element of the whole fashion event and only a handful of names are allowed in. It was a delightful sight for everyone that backstage was the actual and only event. There was no restriction of who can go backstage and take pictures. Lastly, and most importantly, the event never happened.

It was a sheer waste of time and yes, resources of the sponsors, Hardees and Super Asia. My heart goes out to the sponsors, the designers (long list or brief), the models (Pakistani and foreigners) and lastly, the fellow media brethren.

Sadly, at times companies like who so ever was handling FTV FD Week Pakistan, do not have the necessary experience to successfully conduct such events. They spend simply too much on elements which are perhaps not even right for the event. A long story cut short, this is a true example of penny wise, pound foolish.