20 years on, the LSAs stand strong with unparalleled traditions

Those of us who were around back then still remember the anxious excitement that crackled with the very first Lux Style Awards in 2002. The fashion and entertainment industries had just witnessed the turn of the century, and there was eager anticipation for everything the new century would bring with it. The Lux Style Awards was the first of its kind award show, creating a platform of recognition for fashion, style and excellence in the fields of music, TV and film. TV and Film came later, as we remember both mediums were in a state of uncomfortable inertia back then until the satellite channels emerged and subsequently the revival of cinema began. What the LSAs chronicled, through celebration, actually was history in the making.

This year, in 2021, those who have been part of the exciting journey will celebrate two decades of a show that went through endless highs and lows to stand where it does today. The 20th annual Lux Style Awards will pay homage to Pakistan’s style and entertainment industries that survived the test of time, geo-political instability in the country and world, economic crises and in the last two years, the Covid-19 pandemic.
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The Lux Style Awards inspired many similar events over the years but is flag bearer as a platform that has been fair, unbiased and inclusive across industry verticals and channels. The LSA is clearly more than just an award show that celebrates the entertainment and fashion industry; it is, in fact, a platform that celebrates Pakistan.

Looking back over its 20-year legacy, one can clearly see the way the Lux Style Awards has paved the way for traditions that didn’t exist before 2002.

The LSAs was the first of its kind of show that recognized fashion as an industry, for starters. This wasn’t just via the fashion categories and nominations but also through the introduction of the red carpet. It’s hard to believe that the red carpet culture, that is now an integral part of every show, began at the LSAs.

It is also the first platform to take a Pakistani award show to an international level. The LSAs in 2004 were held in Dubai while in 2007, Pakistan’s top talent was celebrated in a grand show at Genting Highlands, Malaysia. One remembers the chartered flight that flew 400 artists and media personnel to the show and honoured the industry with celebration that is unparalleled even today.

The LSAs also created the perfect bridge between the established and the upcoming talent. New stars were always given a platform to perform whilst they were honoured in Emerging Talent categories; the established and veteran artists were honoured with homages, odes and Lifetime Achievement Awards. Over the years, the LSAs has recognised all those who have contributed to the Pakistani entertainment industry ever since 1947. Madam Noor Jehan was the first recipient of its first Lifetime Achievement Award, followed by Mehdi Hassan, Runa Laila, Naheed Akhtar, Shabnam and countless others.

It is safe to say that in its 20-year history, the Lux Style Awards has established and upheld a tradition of excellence and continues to serve as a platform to recognize and empower Pakistani talent. It has been a sincere effort to kindle heartwarming recognition for our artists, honouring them in ways that they have honoured Pakistan.