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Frieha Altaf Honoured At ‘Women Of Substance Media Awards’

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Pakistan’s leading event management consultant Frieha Altaf has been honoured with the ‘Leader of Industry Award in Event Management’ at Focus PK’s first ‘Women of Substance Media Awards’.

The event was organized by veteran actor Atiqa Odho’s Focus PK Conference. The chief guest at the ceremony was Sindh Governor Imran Ismail and the ceremony was held at Governor House in Karachi.

The aim of the event was to recognise the efforts of courageous women in the field of media who had excelled against all odds. Moreover, the purpose of the show was also to create breast cancer awareness.

In a Twitter message, Frieha Altaf thanked the jury of Focus PK Awards for recognising her efforts in the field of event management and stated that she considered it an honor to be counted among the high achievers of the media industry.

The other awardees included media industry bigwigs such as Momina Duraid, Sultan Siddiqui, Seema Taher Khan, Maheen Khan, Sheema Kermani, Samina Ahmed, Fareshteh Aslam, Noor ul Huda Shah, Saba Qamar, Sharmeen Obaid Chinoy and many more.

The pioneer of PR and event management business in Pakistan, Freiha Altaf has extensive experience of over 30 years of successfully executing over 3,000 fashion events all across the country. She started her event management career in 1989 by organizing a one-of-its-own kind solo fashion show for renowned fashion designer Maheen Khan.

In a diverse career of over three decades, Frieha has successfully managed several fashion events including solo shows for Amir Adnan, Sana Safinaz, Faiza Samee, Khaddi and many more. Her achievement has not only been limited to the fashion industry, but she has also been at the forefront in introducing and promoting new talent, doing new collaborations, bringing sponsorships for book launches, arranging sports events and strengthening the local film industry through vigorous promotional plans.

Frieha Altaf was the mastermind behind PTV’s first magazine show, ‘Lux Style ki Dunya’, in the early 90s. The show changed the whole landscape of the fashion industry in the country. She was a pioneer in doing a beauty reality show, Veet Beauty Contest, which helped numerous aspiring models to show off their talent on national television. Altaf was the first television host who did a bridal-themed show, ‘Rukhsati’ on Indus TV. Her forte also extends to modelling management and she launched the country’s first modelling agency called Cats in 1993.

Under her guidance, leading stars of our media industry, including Shaan Shahid, Atif Aslam and Shoaib Akhter, have undergone huge transformations. Her PR company, Catalyst, played a vital role in personifying their star image.

The model and actor-turned-entrepreneur has been associated with the iconic Lux Style awards since its inception in 2002, which has now entered in its 18th year.  She created the first red carpet event in Pakistan and has successfully managed over 15 fashion weeks.

Through the Corporate Social Responsibility division of her event management company, Catwalk, Altaf has always taken initiatives to create awareness about different social issues including sexual abuse, women empowerment, domestic abuse, climate change, and pollution, etc.

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