LAHORE — The LAAM Festival, described as Pakistan’s first fashion-first shopping festival, will take place from March 12 to 15, 2026, at Fairways Commercial, DHA Raya Phase 6 in Lahore, bringing together more than 120 fashion and lifestyle brands in a curated retail environment ahead of the Eid shopping season.
Organizers say the four-day event aims to connect Pakistan’s growing digital fashion market with an in-person shopping experience by allowing consumers to explore brands that have gained popularity through online platforms.
The festival has been launched following earlier events organized by the platform, including LAAM Fashion Week and LAAM Fashion Week Presents. The new initiative is designed as part of the broader LAAM ecosystem to translate online retail performance into a physical shopping setting.
Over 120 brands to participate
According to organizers, the inaugural edition of the festival will feature more than 120 fashion and lifestyle brands across categories including women’s, men’s and children’s apparel. Food brands and interactive experience zones will also be part of the event.
Visitors will be able to explore different themed areas within the festival grounds. These include Festival Boulevard for apparel, accessories and handcrafted luxury items, Chaand Bazaar focused on festive traditions, and Café Street featuring a range of food vendors.
A dedicated children’s entertainment space named La La Land will also be available to encourage family participation.
Linking digital fashion with physical retail
Amir Iqbal, co-founder and chief operating officer of LAAM, said the festival is intended to bring high-performing digital brands into a curated physical environment where consumers can interact with them directly.
Arif Iqbal, co-founder and chief executive officer of LAAM, said the event is part of the company’s strategy to connect its online community with offline retail experiences.
Entry to the festival will be managed through the LAAM mobile application, with free access available for registered app users. During the event, the app will also provide real-time updates on brand promotions, flash sales and other activities taking place at the venue.
The festival environment and experience design are being developed in collaboration with Design651, which is serving as the project’s creative and experience agency partner.
Organizers say the initiative reflects a broader shift in Pakistan’s fashion retail landscape, where digital commerce and temporary physical retail experiences are increasingly being integrated.
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