Pakistani fashion designer Hussain Rehar is set to represent Pakistan at the 79th edition of the Cannes Film Festival with a special showcase of his latest collection titled Lahore A Knot in South Asia’s Loom.
The invite-only exhibition is scheduled to take place at Château St George alongside one of the world’s biggest entertainment and fashion events.
Sharing details of the showcase on Instagram, Rehar described the collection as “a decolonisation of fashion’s origin story told through Lahore, craftsmanship and South Asian authorship.”
According to the designer, this marks the first time a Pakistani fashion label will present its work alongside internationally renowned fashion houses including Gucci and Roberto Cavalli.
The collection highlights South Asian cultural identity and challenges what Rehar describes as the erasure of traditional craftsmanship from global fashion narratives.
The designer said the showcase aims to reclaim the origins of cultural elements such as zardozi, phulkari, khussa and maang tikka, saying that these traditions have often been renamed without acknowledging their South Asian roots.
“You cannot rename what you did not make… If a kimono can be called a kimono, then a dupatta should be called a dupatta,” Rehar added.
Cannes Film Festival
The Cannes Film Festival is one of the world’s most prestigious international film festivals, held annually in Cannes. Established in 1946, the event celebrates excellence in global cinema and attracts filmmakers, actors, producers, fashion icons and media personalities from across the world. The festival is widely recognised for its glamorous red carpet appearances, high-profile premieres and international cultural influence.
Key things about Cannes Film Festival
The Cannes Film Festival is known for showcasing some of the most anticipated films from different countries, many of which receive their world premieres during the event. It serves as a major platform for filmmakers to present artistic and independent cinema to global audiences and critics. The festival is also famous for celebrity appearances, luxury fashion moments and exclusive industry events attended by some of the biggest names in entertainment.
Main award
The highest honour at the festival is the prestigious Palme d’Or, also known as the Golden Palm, which is awarded to the best film in the main competition category. Winning the award is considered one of the greatest achievements in international cinema.
Why Cannes matters
The festival plays a major role in shaping the global film industry, as films screened at Cannes often gain international recognition, distribution deals and awards-season attention. It is considered one of the world’s top film festivals alongside the Venice Film Festival and the Berlin International Film Festival.
Fashion and culture
Apart from cinema, Cannes has become a major platform for global fashion and cultural representation. Luxury fashion houses, designers and celebrities use the festival to showcase trends and creative work, making it an important event not only for the film industry but also for the worlds of fashion, art and entertainment.
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