Instep Today: How are you dealing with the situation in the country and how does it affect your business?
Frieha Altaf: We make it a priority not to disclose when or where an event will be held. We have events by invitation only and tickets are not sold to the public. We keep a low profile and secure venues, fashion weeks are held in hotels and they are usually secure. We have to protect the people who are working and the individuals that are invited, it’s important to have a secure location. A controlled guest list is important so you know who is coming.
Instep Today: Will the Lux Style Awards be bigger this year and what do you say to its detractors?
FA: LSAs had to move back a bit with security issues in 2009 and a smaller event in 2010 but this year will be better. One has to make adjustments; when you have water problems you have to get a tanker and so on. You have to survive and find an alternative by making events smaller. The city has to keep going and keep generating work for big brands. Move to the studios for televised events, it might not have the energy of a large outdoor event but you go with the times that are dictating your next move.
There are always critics, they don’t realize how damaging what they say can be. People have a lot of time on their hands and they talk too much and gossip too much. The adversity and times were facing everyday is very discouraging. One has to deal with the limitations where a vendor is not savvy;
working with opposition to make anything happen is credible.
working with opposition to make anything happen is credible.Instep Today: You’ve been working on the LSAs for so many years how has putting together the Engro Excellence Awards been different?
FA: The genre is different. LSA is all about stars and glamour. It concerns drama, fashion, music, films, and entertainment. The look of the show is different and there are 27 awards. At the Engro Excellence Awards, there are three awards and they have monetary benefits. However, it’s all hard work. We are still in the process of finalizing the Engro Excellence Awards Ceremony. As per the brief from the client, we have to ensure transparency; we’ve researched extensively and are preparing an “Awards Management Structure”.
Instep Today: What constitutes the make-up of a ceremony such as this?
FA: Work on this project started early this year. Research started on it in April. As per the brief, we wanted an award that was equivalent to the Nobel Prize and that’s what we’ve worked towards, to create a new event that upholds the bar for excellence.
Instep Today: Will the Engro Excellence Awards be televised?
FA: Yes, they will be though they will not be live but recorded and aired at a later date. Every awards show is different and has its own unique selling point. At Engro one will see more documented montages, literature, but it will be more theatrical and have music but no fashion. Fashion is something that people readily associate me with but we will not be avoiding it. This is the first Engro Excellence Awards and they have asked me to tell them what to do; it will be an awards show that will have its own unique standing.
Instep Today: Tell us a bit about what you plan to do for the Engro Excellence Awards? And what it means to you to be a part of it.
FA: I am privileged to be a part of the Engro Excellence Awards. It’s a different field. I am getting an opportunity to be part of an award honouring the pride of Pakistan in the fields of humanities and social science, physics and applied sciences, and literature. We hope to make it an annual feature. I don’t want to give away too much except that there are going to be memorable performances. The award ceremony is going to be a night to remember!
Instep Today: In your opinion, do you see award shows becoming a trend in Pakistan?
FA: No, we have had many awards. Some gain respect and credibility while others fizzle out. Some are monetary. However, the credible ones remain. After all, there is one Oscar, one Grammys, one Tony, one Nobel Prize and one Pulitzer, to name a few. However, considering the ambitions for the Engro Excellence Awards, we’re confident that these awards are going to be around for the long run.
Instep Today: The Pakistan Fashion Design Council shows in both Karachi and Lahore, is this a sign of friendship with the Karachi Pakistan Week council?
FA: PFDC had decided to go be in both Karachi and Lahore prior to the start of any fashion weeks. Fashion weeks can be in any city but the market is still Pakistan and all of its cities must be highlighted.
Instep Today: What do you feel about the upcoming Islamabad and Peshawar fashion weeks?
FA: In Islamabad it’s very important to have a fashion week since they suffer without entertainment. Islamabad has Mélange and they will get more exposure through fashion week. You have to have cities develop their own fashion weeks and film festivals.
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