Pakistani fashion retail platform LAAM has announced the launch of its own fashion week, scheduled to take place in Lahore this January. The event, named LAAM Fashion Week (LFW), aims to bridge fashion and technology by offering a new digital experience where audiences can immediately purchase items seen on the runway through the company’s website.
The concept integrates live fashion showcases with e-commerce functionality, positioning LFW as more than a traditional fashion event. According to the company, the initiative reflects its vision of using innovation to transform South Asian fashion into a global movement.
Arif Iqbal, CEO of LAAM, emphasized that technology is central to the company’s approach. In a press release, he highlighted the integration of artificial intelligence for personalized recommendations and data-driven logistics designed to create what he described as a seamless ecosystem. Iqbal stated that the company’s strategy is to give customers worldwide access to South Asian fashion while providing sellers with infrastructure that supports growth beyond local limits.
Event management company Design651 has partnered with LAAM to bring the project to life. Its co-founder and CEO, Saad Ali, described LFW as an attempt to reshape how Pakistani fashion is positioned and consumed. He referred to it as a new chapter for the industry, pointing out its role in connecting global consumers to local creative industries.
The event is being curated by Design651’s executive design director, Maheen Kardar, while fashion industry veteran HSY will serve as event director. Styling will be handled by NABILA and N Gents, both well-known names in the South Asian fashion scene.
Planned as a bi-annual event, LFW will feature a broad mix of offerings, including high street labels, luxury fashion houses, couture ateliers, and textile brands. Organizers see the event as an opportunity to empower Pakistani designers with greater visibility while providing new commercial opportunities for local artisans. The central message being promoted is “made in Pakistan, worn by the world,” reflecting the broader goal of positioning the country’s fashion industry in global markets through the use of technology.
The concept also reflects a response to broader shifts in fashion events globally. Traditional fashion weeks in Pakistan, once regular fixtures in Lahore and Karachi, lost momentum during the Covid-19 pandemic. The rise of social media and e-commerce platforms made physical shows less relevant, reducing the need for gatherings centered on new collections. With LFW, LAAM is attempting to merge the strengths of online retail with the cultural appeal of live runway events, offering a hybrid model for today’s consumers.
Recent examples suggest that there is renewed interest in reviving the runway experience. The Trade Development Authority of Pakistan hosted fashion presentations as part of its TEXPO exhibitions in 2023 and 2024, while students, industry stakeholders, and the Depilex Smileagain Foundation collaborated on the Runway Spring/Summer ‘25 showcase in Karachi.
By combining fashion shows with instant purchasing options, LAAM aims to address one of the central challenges facing the industry: how to make live showcases relevant in a time when digital platforms dominate consumer behavior. The event’s structure signals that the company sees technology not as competition to the runway format, but as an opportunity to strengthen and expand it.
Whether this fusion of fashion and technology will succeed in reshaping consumer engagement with Pakistani design remains to be seen, but organizers are confident that the model can provide both visibility and commercial returns. With its focus on accessibility, innovation, and international reach, LAAM Fashion Week seeks to establish itself as a platform where traditional craft and modern commerce meet.
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