Rastah becomes the first Pakistani brand to showcase at London Fashion Week.
The official online schedule of London Fashion Week (LFW), which takes place this month, includes a slot for Rastah SS23 Collection Showcase, Evening Event, Menswear & Womenswear on February 17.
This part of the schedule is exciting for those of us in Pakistan, especially those of us who enjoy Pakistani fashion. Rastah, which is still in its infancy, will be touching the lofty heights of one of the most illustrious events on the international fashion calendar. It’s an industry first for a Pakistani brand.
Of course, we’ve had other brands take part in international fashion weeks; putting out capsule lines in collective showcases or being part of special initiatives dedicated towards highlighting South Asian craft. Some crafty brands have even tried to mislead Pakistani media into believing that they are showcasing in Paris, Milan and the like when they have simply paid to be part of subsidiary shows taking place in the cities around the same time as the main fashion weeks — a claim that can easily be refuted through a quick Google search.
Being a part of one of the world’s largest bi-annual fashion weeks and being listed on its official schedule is an entirely different kind of accomplishment. It speaks volumes about Rastah’s credibility, quality control, and the brand’s vision. While other Pakistani streetwear labels were considering opening a new store in a major mall in Karachi, Lahore, or Islamabad, Rastah’s creative team was daydreaming about London.
“A lot of planning went into it,” says Zain Ahmed, creative director at Rastah. “We spent a long time developing the type of collection that would be appropriate for LFW. We were required to pay a hefty participation fee once we were chosen. Fortunately, they liked