LAAM Fashion Week | Pakistan, Asia
Hassan Sheheryar Yasin (HSY) closed LAAM Fashion Week 2026 with “Musafir,” a breathtaking grand finale celebrating Pakistan’s diverse cultural landscape.
LAAM Fashion Week: Pakistan’s Digital-First Answer to the Fashion Week Question
LAAM Fashion Week (LFW) opened in Lahore on 31 January 2026, running for four days through 3 February. It arrived at a moment when Pakistan had effectively gone without a major standalone fashion week for several years, following the decline of both Fashion Pakistan Week and the PFDC Sunsilk Fashion Week. Rather than reviving the old format, LFW’s organisers built something structurally different: a runway where every look is available to buy online the moment it appears on stage, rather than months later through a showroom appointment.
Who Creates It
LFW is co-created by two organisations. LAAM is Pakistan’s largest digital fashion retail platform, with more than 3.5 million monthly active users, over 120,000 products and 1,500-plus vendors, shipping to more than 120 countries and 7,800 cities. Design651 is a strategic management company handling the event’s operations and partnerships. Together, they built LFW as a commerce platform first and a runway show second — a reversal of how most fashion weeks have traditionally worked. Designer Hassan Sheheryar Yasin (HSY) served as Event Director for the inaugural edition, with Nabila and N-Gents as official style partners and Maheen Kardar as Designer Experience Director.
What Makes LAAM Fashion Week Different
LFW describes itself as a runway-to-e-tail platform: every look that walks the runway becomes shoppable immediately through the LAAM app and a dedicated LFW website, rather than after a traditional six-month production and showroom cycle. High-street, prêt-à-porter, manufacturing and retail collections went on sale the moment they appeared on the runway, while luxury and bridal collections were released in phases to respect the longer craftsmanship timelines those categories require. The entire four-day event streamed live to audiences in more than 120 countries and 7,800 cities — organisers and press coverage both described it as the largest global broadcast of Pakistani fashion to date.
The First Edition
The debut ran across four full days and featured more than 35 presentations, spanning every tier of the industry from high-street brands to luxury couture and bridalwear. Day one opened with “LFW Presents,” a curated showcase of 26 signature pieces representing decades of Pakistani fashion history, followed by the LFW Hot List, which spotlighted emerging talent from the Indus Valley School of Art and Architecture and the Pakistan Institute of Fashion Design. Established names including Nomi Ansari, Zainab Chottani, Kamiar Rokni, Saira Shakira and Souchaj by Mehak Junaid presented collections across the week, alongside high-street and retail brands such as Amna Ilyas, Meerak, Mohagni, Bulbul, Rang e Haya, Mushq and Haseens. The event closed with “Musafir” by HSY, a grand finale collection built around journey, identity and cultural continuity, drawing on the regions, rituals and textile traditions of Pakistan. Dawn’s coverage of the closing day has more detail and photos from the finale and the collections that led up to it.
Impact on the Industry
LFW changes how Pakistani fashion reaches the world. For buyers, access is instant rather than seasonal: a look shown on the runway in the evening can be ordered within minutes through LAAM’s platform. For designers, reach is global from the outset, without depending on physical showroom visits or international buyer trips. The platform also widens, who gets to watch: fashion week attendance has traditionally been limited to those, who can travel to Lahore, but LFW’s livestream put the shows in front of audiences well beyond Pakistan’s borders on day one.
The model mirrors a broader shift already underway in New York, London, Milan and Paris toward see-now-buy-now formats, but LFW was built digital-first rather than retrofitted onto an existing runway calendar — an approach that plays directly to LAAM’s existing e-commerce infrastructure rather than working against it.
Next Edition
LAAM Fashion Week is confirmed to run biannually, with its second edition scheduled for Q4 2026 in Lahore. Designer and brand registrations for the second edition are already open through LAAM’s official channels.
Explore More Fashion Weeks
- Fashion Pakistan Week
- PFDC Sunsilk Fashion Week
- Karachi Fashion Week
- Islamabad Fashion Week
- Fashion Weeks Asia Directory
LAAM Fashion Week
laamfashionweek.com