AAM Fashion Week (LFW) hosted its inaugural leadership event in Lahore last week on December 9 at its headquarters, signalling a pivotal shift in Pakistan’s fashion landscape. The gathering unveiled LFW as the country’s first runway-to-e-tail plat-form, uniting designers, brands, media and industry stakeholders. Organizers pre-sented a digital-first model aimed at directly connecting Pakistani designers with global consumers while simult-aneously forging a sustainable commercial framework.

The strategy is engineered around three core pillars: Curation, Reach and Commerce. These were detailed during a panel discussion moderated by Selina Rashid, CEO of Lotus PR Global, which featured LFW co-founders Amir Iqbal and Arif Iqbal, Design651 CEO Saad Ali, and key creative leads including HSY and Maheen Kardar.

The panel detailed how curation will drive the platform’s content, with plans to feature established luxury houses, couture ateliers, high street labels and emerging designers. Reach leverages LAAM’s formidable existing footprint, which spans more than 120 countries and accesses a potential audience of 500 million fashion and lifestyle consumers. The company currently engages over six million active global buyers and intends to extend this immediate market access to designers upon the launch of their collections.

Commerce stands as the central driver. Under the innovative runway-to-e-tail system, every look will be immediately photographed, catalogued, priced and made available online, providing designers with a streamlined, direct route from the runway to the shopper.

“Technology powers everything we do, from AI-driven personalisation and data-backed logistics to real-time retail inte-gration. LFW treats fashion as both culture and infrastructure by making every designer discoverable, every look shop-pable and every collection deliverable anywhere in the world,” stated Arif Iqbal, Founder and CEO of LAAM.

Amir Iqbal, Co-Founder and COO of LAAM added, “At LAAM, we see millions of customers discovering and purchasing South Asian fashion every month from more than 120 countries. With LFW, we are seamlessly connecting that demand to the runway.”

The event also facilitated essential networking ahead of LFW’s debut edition in January 2026 in Lahore. The showcase promises a curated mix of luxury, high street, couture, textile and emerging talent, all with a strategic focus on global visibility and export-driven growth.

The event concluded with an outline of LFW’s longer-term vision. Organisers noted that the integration of runway presentation with a sophisticated digital retail infrastructure could significantly influence the sector’s evolution and provide a scalable route for Pakistani brands to penetrate international markets. How this model reshapes the wider fashion economy will ultimately become clear over time.

LFW leadership roster includes industry experts such as HSY as Event Director, Nabila and N-Gents as Style Partners, Maheen Kardar as Designer Experience Director and Lotus PR as Strategic Communications Partner.