For Pakistanis, The Lux Style Awards are our version of the Met Gala – or dare I say it, so much more than that. Because, unlike the Met Gala that only focuses on the fashion aspect of the night and fundraising for the Metropolitan Museum of Art’s Costume Institute in New York City, the Lux Style Awards are an all-encompassing experience.
From fashion to music, and everything in between, the Lux Style Awards have always championed emerging talent and put them in the limelight. Therefore, for many Pakistani artists and fashion designers, the Lux Style Awards is THE place to be and undoubtedly THE most prestigious event of the year.
Building The Social Fabric For Pakistani Talent
It’s no secret that over the years, since 1947 to be exact, The LSA has played a key role in building the social fabric for Pakistani talent, providing numerous opportunities for homegrown talent to get recognized by the media and simultaneously network with the biggest names in Pakistan. Many assume that the LSA is about marketing the Lux brand but that’s not all that the LSA does.
Over the decades LSA has become a tradition in Pakistan, with Pakistanis tuning in every year to catch a glimpse of their favourite celebrities. It has become a moment of national pride, showcasing the best of what Pakistan has to offer and promoting a positive image of Pakistan on an international level by conducting awards shows internationally – Dubai (2004) and Malaysia (2007).
Promoting Cross-Medium Collaborations
Not only that, but the LSA has been the only neutral award show for the past two decades that has consistently given a reputable platform to young and fresh talent in Pakistan and has been monumental in appreciating the individuals that do their most off-camera in making the projects we see on-screen a huge success. Furthermore, every year the LSA brings the film and television fraternity together under one roof and encourages cross-medium collaborations to take place.
Some Of The Most Iconic Looks From The Lux Style Awards Of Yesteryears
Plus, let’s not forget that it was the LSA that introduced the concept of the red carpet in Pakistan and added the glamour quotient to our industry. It has single-handedly brought us some of the most iconic looks of all time! Who can forget Mehwish Hayat’s glittery black cape dress by Amato Couture & Sopia Bognem in 2020 and Mahira Khan’s showstopping gold gown by Maison Yeya in 2019!
Moreover, if we take a time machine back in time – I absolutely loved Anum Malik’s teal thigh-split dress in 2017, Meesha Shafi’s monochrome Vickteerut jumpsuit in 2016 and Amna Ilyas’ very “boss lady chic”, pantsuit by HSY in 2015. I for one, can’t wait for what this year has to offer and how our celebrities will dress to impress on the LSA red carpet!
The Prestigious Lifetime Achievement Awards
The ‘Lifetime Achievement Award’ is an important category to celebrate as it acknowledges and commemorates the contributions and outstanding performances of Pakistanis in terms of promoting the country’s culture and arts. Every year, the LSA honours our industry icons by presenting them with the ‘Lifetime Achievement Award’.
The first-ever recipient of the award was none other than Madam Noor Jehan (2001) and over the years numerous artists and writers such as Mehdi Hassan (2005), Shabnam (2018) and Anwar Maqsood (2019) have made the list.
Experiencing The Magic of Lux Style Awards
With the Lux Style Awards 2021 only a couple of months away, the nominations are out we are excited to see who will win! However, it’s important to remember that regardless of whoever wins, every single person deserves to be there and makes us proud to be Pakistani. Plus, let’s not forget that the best part of the night is that they get to experience the magic crafted by the LSA team and for a moment they can suspend themselves in blissful reverie!