CEO of Catwalk Event Management, Frieha Altaf joined the bandwagon earlier in June when she successfully held the first virtual fashion show in Pakistan under the banner of Catwalk Cares. The first edition was a tribute to frontline workers and first responders who are serving the nation in these testing times. Frieha is of the view that “Pakistani fashion industry should not become lackadaisical but forge ahead, adapt and find creative alternative solutions to sustain itself.”

“There is nothing that compares to the electricity and buzz of live fashion shows and fashion weeks, but digital is the new reality of showcasing fashion” Frieha said in a press statement. “With the ongoing presence of the COVID-19 virus, we cannot go back to the premise of live fashion shows just yet but we can find creative alternatives,” she emphasised. “In the last virtual fashion show, models were recording from home but this time, with strict SOPs in place, we will be able to shoot on a ramp giving a feel of a live fashion show which will be aired both digitally and on a premium local TV channel.” Season 2 is coming soon and hopefully, it’ll fill in for the absolute lack of action.