Frieha Altaf has recently bagged the ‘Leader of Industry Award in Event Management’ at 1st Women of Substance Media Awards, organized by Atiqa Odho’s Focus PK.

The honorable Governor Sindh Imran Ismail was the chief guest at the event which was held at Governor House in Karachi. The gist of the event was to recognize the efforts of courageous women in the field of media who have excelled against all odds. Another purpose of the show was to create breast cancer awareness through this platform.

Frieha Altaf in a twitter message thanked the jury of Focus PK Awards for recognizing her efforts in the field of event management and considered it an honor to be counted among the high achievers of the media industry.

“Honoured to receive an Award for 30 years in Event Management! @Focuspk by the fabulous AtiqaOdho

@atiqaodho2009 among these high achievers,” Altaf tweeted.

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, she has successfully managed several fashion events including solo shows for Amir Adnan, Sana Safinaz, Faiza Samee, Khaddi and many more. Her achievements are not only limited to the fashion industry but she has been at the forefront in introducing and promoting new talent, doing new collaborations, bringing sponsorships for book launches, 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 that changed the whole landscape of the fashion industry in the country. She was a pioneer in initiating 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 theme based show, ‘Rukstati’ on Indus TV. Besides directing, producing and celebrity and model management Frieha also launched the country’s first modelling agency called Cats in 1993.

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

Model and actor-turned-entrepreneur Frieha Altaf 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 CSR division of her Event Management Company Catwalk, Altaf has always taken initiatives to create awareness for different social issues including sexual abuse, women empowerment, domestic abuse, climate change, and pollution, etc.