LAHORE  –  Following the critically acclaimed inaugural editions of LAAM Fashion Week and LAAM Fashion Week Presents, the team has announced the launch of LAAM Festival, Pakistan’s first-of-its-kind fashion-first shopping festival, designed to bridge digital commerce with physical retail experiences. The inaugural edition of LAAM Festival  will take place from 12 to 15 March 2026 at Fairways Commercial, DHA Raya, Phase 6, Lahore, bringing together some of Pakistan’s fastest-selling digital-first fashion and lifestyle brands under one curated platform. A four-day destination retail experience, LAAM Festival represents the next evolution of the LAAM ecosystem – a large-scale platform designed to translate digital retail performance into a vibrant physical shopping environment. Unlike traditional exhibitions or bazaars, It is positioned as a fashion-first, commerce-led retail environment – thoughtfully curated, design-led, and audience-focused. The inaugural edition will feature over 120 fashion and lifestyle brands across women’s, men’s and children’s categories, food brands and experience zones, creating a vibrant Eid shopping destination for families and fashion enthusiasts. Festival visitors will be able to explore curated shopping districts, including Festival Boulevard, featuring apparel, accessories and handcrafted luxury, Chaand Bazaar, celebrating festive traditions, Café Street, offering a wide range of culinary experiences, and La La Land, a dedicated children’s zone designed for family engagement. Speaking about the launch, Amir Iqbal, Co-Founder and COO of LAAM, said, “It brings the best-performing digital-first brands into a curated physical environment where consumers can discover, experience, and shop them in person. It’s about translating online momentum into real-world retail energy.” Arif Iqbal, Co-founder and CEO of LAAM, said, “LAAM Festival is an extension of the broader LAAM ecosystem. By making entry free for LAAM app users, we’re ensuring that our community can experience these brands in a physical setting while still remaining connected through the app.” As creative and experience agency partner on the project, Design651 is supporting the conceptualization and execution of the festival environment. In line with LAAM’s digital-first philosophy, entry to the festival will operate through a controlled-access model via the LAAM app.  Throughout the event, the LAAM app will remain active, providing visitors with real-time notifications on flash sales, brand activations, and festival moments. This Festival represents a broader shift in how fashion retail is evolving in Pakistan, introducing a hybrid model where data-backed curation, temporary physical scale, and digital commerce work together.