LAHORE  –  LAAM Fashion Week (LFW) Season 2 continued in Lahore on Saturday with a diverse showcase of Pakistan’s fashion industry, bringing together retail-ready brands, established high-street labels and independent designers across three runway presentations. Co-created by LAAM and Design651, the second edition continues to bridge the gap between the runway and digital commerce, connecting fashion showcases with online discovery, accessibility and retail opportunities. Day 2 opened with the LFW Retail Runway, featuring Allure by Izna Hamza, Truba and ALLYS, followed by LFW Edit, which showcased Hathghar, Beygum Bano, Almirah and Collected XX. The evening concluded with a Designer Showcase featuring Parishae Adnan, DUNO by Hassan & Yahsir Waheed, Emraan Rajput and Jugnu Studios by Hussain Rehar. In keeping with its digital-first approach, the event is being livestreamed through the LAAM App and LAAM Fashion Week website, while ARY Plus, the official OTT partner, is extending the runway experience to audiences beyond the venue. Season 2 is powered by Haseens and Skynet, with ARY Digital Network as the official media partner and SALT as food partner. The event is presented in association with Mercantile, an Apple authorised distributor. The Retail Runway continued LFW’s efforts to support manufacturing-led and retail-ready fashion businesses. Building on the Ramp Readiness Programme introduced during the inaugural edition, the platform helps participating brands strengthen their consumer-facing identities by combining production capabilities with design, storytelling and market access. Allure by Izna Hamza presented Heritage Reimagined, a contemporary interpretation of cultural memory that blended traditional design references with modern silhouettes, craftsmanship and innovative construction. The collection explored how heritage could evolve through reinterpretation rather than remain confined to the past. Truba brought a romantic vision of occasion wear to the runway, featuring voluminous lehengas, flowing anarkalis, shararas, ghararas and straight-cut kurtas. A rich palette of wine, crimson, mustard, teal, sage green, blush pink and deep plum was complemented by ornate borders, floral motifs, sequins and metallic threadwork. ALLYS presented Diwani, drawing inspiration from royal architecture, floral motifs and heirloom jewellery.

 Deep maroons, ruby reds, antique golds, ivory and champagne tones defined the collection, while intricate embroidery, pearls, crystals and statement dupattas highlighted the grandeur of traditional Pakistani wedding attire.
The second presentation, LFW Edit, spotlighted contemporary and high-street brands with established consumer identities in Pakistan and international markets.
Hathghar presented Khazana: A Tale of Craftsmanship, featuring sarees, kalidar kurtas, ghararas and churidaars. Handblock printing, handloom weaving and handmade embellishments highlighted artisanal techniques, while the recurring bindi-inspired polka-dot motif symbolised femininity and artistic expression.
Beygum Bano showcased Dynasty, Untamed, exploring the contrast between imperial elegance and the untamed energy of the natural world. Deconstructed fabrics, animal patterns and botanical imagery created a dialogue between refinement and freedom, structure and instinct.
Almirah’s Takhayyul drew on the Urdu concept of imagination, translating nature into contemporary fashion through earthy browns, forest greens, deep blues and muted neutrals. Intricate embroidery, textured patchwork, abstract motifs and relaxed silhouettes gave the collection an organic yet modern character.
Collected XX presented The Shah Alam Archive, a Fall/Winter collection inspired by the vibrant colours, layered textures and everyday objects of South Asian bazaars, particularly Lahore’s historic Shah Alam Market. By combining utilitarian textiles with vintage materials and hand-embellished panels more than three decades old, the collection brought everyday references into conversation with traditional craftsmanship.
The evening’s Designer Showcase brought together four distinct creative perspectives.
Parishae Adnan presented Ikhtiaar, exploring women’s agency, empowerment and freedom of self-expression. Black and charcoal-grey ensembles, metallic embellishments, oversized medallions and richly textured surfaces were paired with sculpted waistcoats, voluminous trousers, dramatic gowns and sweeping skirts.
DUNO by Hassan & Yahsir Waheed reinterpreted traditional Pakistani craftsmanship for contemporary lifestyles, combining heritage techniques with city-ready kurtas, modern co-ords and statement dressing. By deconstructing traditional stitches, weaves and details, the brand explored a design philosophy that brings together desi and global influences, as well as old and new.
Emraan Rajput’s After Dark presented an all-black menswear collection inspired by Korean fashion and Renaissance tailoring. Long winter coats, formal suits, oversized silhouettes, sequins, diamond-like embellishments and intricate threadwork created a dramatic winter aesthetic balancing classic elegance with contemporary street style.
Closing the evening, Jugnu Studios by Hussain Rehar presented RABBITS WITH FLOWERS, a collection centred on oddities, unexpected encounters and creative curiosity. Embracing unconventional combinations and spontaneous ideas, the showcase reflected the label’s playful and unpredictable design language.
LAAM Fashion Week Season 2 continues through Monday, October 26, bringing together designers, fashion businesses and industry partners to showcase the diversity of Pakistan’s evolving fashion landscape.