Dolmen Mall’s fashion show on Thursday night was part of their winter shopping festival.The three-week festival has featured discounts, competitions and performances at Dolmen’s three locations in Karachi. The fashion show featured nine of the brands at Dolmen and included brands as diverse as Agha Noor and Sania Maskatiya.
Mall fashion shows are a class apart from proper fashion week presentations. The whole purpose of mall fashion shows is to give retailers a platform to showcase their in-store stock. As a result you rarely see anything avant-garde or groundbreaking at such shows. What you do expect to see is the coming season’s stock, well styled and attractively presented.
The show itself was professionally run, with top models including Rubya Chaudry and Hira Tareen. It was choreographed by model-turned-choreographer Fayezah Ansari, with hair & makeup by Nabila & N-gents. The fashion presentations themselves however varied widely in terms of content and verve.
Several of the retailers, such as Yellow and Giordano, chose to show their winter collections, which are now going on sale. Given a platform with top models and extensive media coverage, it was a strange decision. It makes more sense to showcase a spring/summer collection since winter is practically over and buyers are reluctant to invest in winter clothing.
