Hum Bridal Fashion Week, held in Lahore, concluded its three-day run with the support of sponsors, featuring illuminated ramps, bridal collections on display and sustained buzz within fashion circles.
However, despite its apparent success, the event once again highlighted a growing concern within Pakistan’s fashion industry, fashion weeks are increasingly being reduced to runway shows alone, while their spirit, professionalism and core values continue to erode.
In terms of creative output, the overall standard of shows across all three days was largely strong.
Giving emerging designers a platform was seen as a positive move, alongside the inclusion of established names.
HSY stood out prominently, while Ali Xeeshan and Rizwan Baig also presented impressive collections that were widely appreciated within fashion circles.
Yet, the primary issues did not lie with the shows themselves, but with event management, the absence of a red-carpet culture and the overall attitude towards the media.
The first day’s showstoppers included actor Sabeena Farooq, actor Ahmed Ali Akbar and TikToker Jannat Mirza.
On the second day, singer Sahar Gul Khan, Saba Qamar, Saheefa Jabbar and renowned vocalist Shafqat Amanat Ali Khan appeared as showstoppers.
The final day saw an even stronger lineup, with Hareem Farooq, Ahad Raza Mir, Mawra Hocane, anchor Zohaib Butt, cricketer Shoaib Malik and actor Sana Javed among the prominent names.
Adding a cinematic highlight to the evening, the teaser of the highly anticipated film Khan Tumhara was unveiled.
Set to release this Eidul Azha, the film stars Bilal Ashraf and Maya Ali and is directed by Ehteshamuddin.
The film is produced by Momina Duraid and Bilal Ashraf, with a script written by Mustafa Afridi, marking one of the night’s most exciting moments.
The Best Male Model award was presented to Zahib Malik, while the Best Female Model award was awarded to Amna Baber, recognising their outstanding runway presence and contribution throughout the week.
The awards were presented by Mr MAjmal Cheema, Chairman, Leather Galleria.
Sunsilk HUM Bridal Couture Week 2025 was presented by Sunsilk, powered by Zong 4G, Leather Galleria – Luxury Leather Furniture, and Union Developers (Buland Mayar-e-Zindagi).
Supporting partners include J. Fragrances (Fragrance Partner), Cola Next (Beverage Partner), Embrace (Hygiene Partner), and Nestlé (Coffee Partner).
The showcase's creative and production team including Rizwan Beyg as Show Director, Nabila & N-Gents as Official Hair & Makeup, PH Solution as Official PR, Paragon Studio as Official Digital Videographers and Photography, Salwa Rafique for Backstage Management, Omer as Official DJ, and Alamdar Khan as Official Emcee.
The project is produced and executed by HUM Network’s Special Projects & Events Division.
Despite this impressive star power, the most disappointing aspect was the near-deserted red carpet.
Celebrities largely avoided media interactions, and the management appeared to have completely ignored this essential element, even though the red carpet is traditionally considered the identity and defining feature of any fashion week.
The most alarming and condemnable issue, however, was the treatment of media representatives.
Journalists and camera crews were made to sit through events lasting up to six hours without being accorded basic respect, facilities or even essential arrangements such as meals.
This is the same media that keeps such events alive through cameras, microphones and platforms, yet at this fashion week, it was treated as an inconvenience rather than a stakeholder.
In many ways, the situation amounted to an outright humiliation of the media.
The event management had hired a PR company and appeared to focus almost exclusively on appeasing it.
While the PR firm’s selected guests were provided protocol, attention and facilities, the broader media was treated merely as a tool to be used and then ignored.
Such conduct is not only unprofessional but also deeply damaging to the overall credibility of the fashion industry.
Amid this situation, City News Network emerged as the only media organization that genuinely supported the event.
The network provided extensive, continuous and responsible coverage of Hum Bridal Fashion Week, to a level that would be difficult for many other television channels to match.
The event was shown extensively, with live on-air transmissions, special tickers and complete late-night packages aired at midnight.
As a Lahore-based event, it aligned with the network’s clearly stated policy of supporting major events in the city, and it reiterated its commitment to encouraging the organisation of large-scale industry events in the future as well.
In conclusion, a sincere appeal is being made to the management of Hum Bridal Fashion Week to address these concerns if the true objective is the growth and improvement of the fashion industry.
Event management must be taken seriously, red-carpet culture needs to be revived, and both celebrities and media deserve respect.
PR companies should not be elevated to unquestionable authority, and the media should no longer be treated as a disposable resource.
A fashion week is not merely about runway walks and designer showcases; it represents an entire industry.
If the media continues to be marginalized and humiliated, neither big names nor major sponsors will be enough to sustain it. Lahore, and Pakistan’s fashion industry as a whole, can no longer afford this approach.