The year was 1943. American fashion industry insiders, unable to travel to Paris during World War II and hoping to attract attention away from French fashion, organised Press Week — the first known fashion week. While at the time, only 56 of the 150 journalists invited from across America turned up for the show, fashion weeks across the world make splashy headlines today. Pakistan itself plays host to droves of foreign journalists during multiple fashion weeks and for the span of a news cycle, the international media’s focus shifts away from the underbelly of life in ‘the most dangerous place’ in the world.

This season, the Herald looks at what goes into creating this ‘softer image’ of Pakistan, as photographer Sitwat Rizvi went behind the scenes at Fashion Pakistan Week.