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Introduction

REPUBLIC delivers sartorial elegance for the modern man; tapping into complete wardrobe solutions from bespoke suiting, luxury couture ready-to-wear eastern and western clothing.

The brand has stores in Pakistan’s biggest metropolitan cities Karachi, Lahore and a thriving e-commerce platform that caters to a booming local and international clientele.

Republic has won multiple fashion awards through the years and continues to be recognized as one-of-a-kind luxury menswear brands in the country.

Omer Farooq is a distinguished figure in the fashion industry, possessing over 15 years of experience. He is recognized for his innovative designs that effectively blend contemporary trends with timeless elegance. His unwavering commitment to quality craftsmanship has resulted in numerous accolades and the establishment of a devoted customer base. As a visionary, he consistently pushes boundaries and sets new standards in style, thereby influencing the fashion narrative with each collection he presents. Furthermore, Omer’s work not only reflects his artistic talent but also fosters creativity and collaboration within the industry. Consequently, he has solidified his brand’s distinct identity and made a significant impact on the fashion landscape.

Message from CEO

The accolades we have received, including multiple prestigious awards, stand as a testament to the dedication and hard work of our entire team. From our flagship stores in Karachi and Lahore to our thriving e-commerce platform, we have expanded our reach and influence, making Omer Farooq a leading force in the menswear landscape of Pakistan. It is a humbling experience to witness the brand’s recognition extend globally, showcasing our contribution to the rich tapestry of the Pakistani fashion industry to the world.

As we stride confidently into the future, our commitment to excellence remains steadfast. We aspire to continue pushing boundaries, setting new standards, and evolving with the ever-changing dynamics of the fashion world. Thank you for your continued support, trust, and enthusiasm. Together, we will continue to redefine menswear and make lasting impressions on the global stage.”

Basics- Eid Collection

The Eid collection’25 features a blend of soft fabrics, hand-woven materials, and intricate block and screen prints, creating a refined, contemporary look. Drawing inspiration from mid-century floral motifs and traditional Tarkashi techniques, the collection showcases minimal embroidery, adding elegance and detail to each piece. This combination of timeless craftsmanship and modern design makes it a perfect choice for Eid celebrations.

Our Eid collection offers a diverse selection of Shalwar Kameez, kurta and pajama, kurtas and waistcoats  for men, bringing the essence of Pakistani fashion to your reach.

The Basic Eid Collection is a tribute to heritage and craftsmanship, thoughtfully designed for the modern man who values timeless elegance. With a deep appreciation for quality, this collection embodies classic style, blending traditional techniques with contemporary sensibilities. The collection offers versatile pieces that not only respect the art of craftsmanship but also cater to the modern man’s desire for sophistication and enduring style, each garment is a perfect balance of heritage and modernity, making it an essential choice for those who appreciate both tradition and impeccable craftsmanship.

Spectrum of colors and designs

Dive into a spectrum of colors and styles with Eastern Shalwar Kameez, kurta pajamas and waistcoats collection. With everything from bold shades to detailed designs, discover the ideal outfit that reflects your personality. Favored by men who value elegance, our Shalwar Kameez and Kurta Pajamas in subtle tones are a sought-after option for those wanting a sophisticated look.

Luxury Ready to Wear Collection.

Crafted with rich heritage and modern charm. The collection is a tribute to the art of traditional craftsmanship, crafted with love to resonate with those who cherish its timeless beauty. The category includes exquisite sets of kurta and pajama, waistcoats, bandhgala jackets, sherwanis and regal shawls.

Fabrics That Define Luxury and Comfort

REPUBLIC Luxury RTW offers a luxurious selection of fabrics tailored for every season.

A Tapestry of Mosaic Work, Islamic Art, and Floral Patterns

The Collection merges the rich traditions of mosaic work, Islamic art, and floral patterns to create a unique fusion of heritage and modern design. Inspired by the intricate geometric patterns of mosaics, the elegance of Islamic calligraphy and arabesques, and the timeless beauty of floral motifs, each piece tells a story of cultural depth and sophistication. With luxurious fabrics, vibrant colors, and delicate embroidery, the collection offers a contemporary take on Eastern artistry, making it a beautiful blend of history and innovation in fashion.

Ready to Wear Sherwani

Republic RTW Sherwanis with a classic sense of style, elevated through luxurious craftsmanship. Timeless fashion that blends enduring, sophisticated designs with high quality and meticulous attention to detail. Enhanced with high-quality materials, expert tailoring, and intricate finishings.


Enter the realm of exquisite elegance with our stunning sherwani collection for men’s weddings, designed specifically for formal occasions. Experience the enduring luxury of our thoughtfully curated sherwani collections that transforms the definition of class. Our Ivory beige sherwani perfectly represents charm and sophistication. The off-white hue signifies purity and grace, making it an ideal pick for anyone’s momentous occasion. Every stitch and thread have been purposefully woven to create a cohesive outfit that captures attention and leaves an enchanting effect.

Designer Sherwani
Explore:
www.republibespoke.com
Instagram: @republicbyomarfarooq

Islamabad, February 18, 2025 – Banking as we know has changed forever. Gone are the days of long queues, endless paperwork, and rigid banking hours. In a world where everything is just a tap away, easypaisa digital bank is redefining convenience with its bold new campaign: ‘easy wala bank’ because banking should be as easy as everything else in life.

Pakistan has officially entered a new era of financial accessibility with easypaisa digital bank, the country’s first incumbent digital retail bank, now commercially approved by the State Bank of Pakistan (SBP) under its Licensing and Regulatory Framework for Digital Banks. This is more than just another step in digital transformation, it’s a complete banking revolution, built on the idea that people shouldn’t have to go to the bank when banking can come to them.

With ‘easy wala bank,’ easypaisa is eliminating the barriers that have kept millions of Pakistanis from fully participating in the financial system. No more paperwork, no more waiting in line, no more wasted time. Whether it’s opening an account, making transactions, investing, or accessing credit, everything is now instant, secure, and right at your fingertips.

easypaisa’s transition into a Digital Retail Bank is a defining moment for Pakistan’s financial sector,” said Rifah Qadri, Executive Director, Marketing & Communication, easypaisa Digital Bank. “We are not just introducing digital banking; we are building a future where banking is truly effortless, inclusive, and accessible to all. ‘easy wala bank’ is more than a tagline, it’s a promise that reflects our commitment to empowering every Pakistani with secure and convenient financial solutions in a quirky and fun way, that everyone will enjoy.”

“With the launch of easypaisa digital bank, we’re redefining financial convenience with innovative products,” said Farhan Hassan, Head of easypaisa Wallet Business. “From digital term deposits to seamless lending, we’re setting new standards in accessibility and security. ‘easy wala bank’ is our promise to deliver effortless banking, everything just a tap away. It’s not just about digitizing banking; it’s about removing friction and ensuring no one is left behind. No branches. No waiting. Just easy banking.”

With 50 million registered users, a 31% female customer base, and 2.7 billion transactions totaling PKR 9.5 trillion processed in 2024, easypaisa has already revolutionized how Pakistan manages its finances. Now, as a fully digital bank, it’s set to redefine financial solutions with even more innovative and advanced offerings for users across the country.

Experience ‘easy wala bank’ today. Visit www.easypaisa.com.pk or download the easypaisa app now!

Lahore’s art and design landscape welcomed an exciting new addition with the launch of The Art Edit Advisory at an exclusive event held at Ganga Ram Residence. Founded by Nashmia Haroon, this advisory service is dedicated to curating spaces with superior-quality, finely selected art while offering expert guidance to collectors, designers, architects, and corporations.

At the launch, art enthusiasts gathered to explore the advisory’s tailored approach to acquisitions, valuation, curation, and conservation. With a deep understanding of the local art market and emerging trends, The Art Edit Advisory aims to help private collectors, corporations, and museums build meaningful collections that reflect their vision.

The advisory offers services such as acquiring artwork to match personal tastes and investment strategies, evaluating existing collections, and ensuring proper conservation and framing for longevity. Additionally, it provides strategic guidance on the financial and cultural impact of art investments, contributing to the growth of the arts community.

With a commitment to excellence and a vision for seamlessly integrating art into interior and architectural designs, The Art Edit Advisory is set to become a go-to platform for those looking to enhance their spaces with curated collections.

Lahore, February 12, 2025 – The fourth cycle of the prestigious ADA Awards concluded with a grand gala in Lahore, celebrating the remarkable achievements of Pakistan’s creative minds in architecture, design, and art. Since its inception in 2018, the ADA Awards have been a beacon of recognition for the country’s most innovative and socially impactful projects, furthering dialogue and collaboration within the creative industry.

The event brought together luminaries from across Pakistan and beyond, with an esteemed international jury ensuring the highest standards of evaluation. Enriched by some of the most esteemed names in architecture, design, and art, this distinguished panel ensures a global standard of evaluation, recognizing projects that push boundaries and create meaningful impact. The international Jury comprised of George Arbid, Dr. Venetia Porter, Dr. Frederick Van Amstel, Hammad Nasar, Dr. Mazdak Faiznia, Yahya Jan, Saifuddin Ahmed, Shehnaz Ismail, Herve Matine, Ghayoor Obaid and Daliana Suryawinata joining from Middle East, Iran, Singapore, Malaysia, UK, UAE, USA and Pakistan.

This cycle, the ADA Awards proudly introduced two distinctive accolades: the Environment Leadership Award and the Socially Responsive Award, underscoring ADA’s commitment to sustainability and social responsibility. The Lifetime Achievement Award was also conferred upon two luminaries for their extraordinary contributions to the creative industry.

The founding Director Maria Aslam states

Environment Leadership is not just about making changes—it’s about leading the change. It is a call to action for individuals, communities, and organizations to join hands in creating a sustainable and resilient world. Social responsibility is not just a choice; it is a necessity. This award shines a light on those who lead with purpose, demonstrating that a commitment to society’s betterment is both a moral imperative and a transformative force for the future.”

The winners in the categories of Art, Design, and Architecture were honored for their exceptional work, with special mentions acknowledging outstanding contributions.

ADA Awards 2025 – Notable Winners and Special Mentions:

Art Awards

  • 2D Art Winner: Kiran Saleem – German Shepherd
  • 3D Art Winner: Karim Khan – Still Life
  • Time-Based & Interactive Winner: Yumna – The Rule of Time

Design Awards

  • Communication Publication Winner: Zarminae Ansari – Gulistan-e-Saadi Communication Typography
  • Advertorial/Campaign Winner: Ali Rez – Nikahnama
  • Interactive Design Winner: Asad J. Malik – Jadu
  • Media Winner: Jami – Documentary for Pakistan Pavilion

Architecture Awards

  • Commercial Winner: ARCOP – HBL Microfinance Bank, Gilgit Baltistan
  • Housing Winner: Nayyar Ali Dada & Associates – BNU Hostel
  • Civic Category Winner: ARCOP – IT Park, Hunza
  • Workspace Interiors Winner: Surround Design – HBL IFI, Karachi
  • Residence Winner: Khadija-tul-Kubra – Terracotta House, Karachi

ADA Distinctive Awards

  • Socially Responsive Award: Ali Rez – Nikahnama
  • Environment Leadership Award: Karim Khan – Still Life

Lifetime Achievement Awards

  • Anwar Said
  • Rafiq Ahmed (Feica)

The awards night saw an elite gathering of government dignitaries, ambassadors, corporate leaders, media representatives, and celebrated members of the creative community. The event not only celebrated the best in Pakistan’s creative industry but also set new benchmarks for the future.

As ADA continues its mission to spotlight innovation and excellence, it reaffirms its role in shaping a progressive, socially conscious, and globally recognized creative landscape in Pakistan.

Love is in the air, and whether you’re planning a romantic date or a fun-filled Galentine’s bash, there are plenty of ways to make this February extra special. From artsy activities to dreamy desserts, here’s your ultimate guide to celebrating love in all its forms!

DIY Bento Cake Decorating Workshop

If you love all things sweet and artsy, then Cococheri at Extraction has the perfect plan for you! Join their DIY Bento Cake Decorating Workshop on 14th February and unleash your inner baker while crafting adorable little cakes. What’s better than a treat that looks as good as it tastes?

Gal Pals & Paintbrushes – Paint with Your Galentine!

Get your besties together for a fun, artistic experience at Brew Bar on MM Alam Road this February 13th! Paint on canvas while enjoying a special Valentine’s drink.

Doodle Den – The Cutest Art Studio in Town

For a more private, intimate vibe, Doodle Den is your go-to spot! This dreamy private studio in Lahore offers candle-making and phone cover designing workshops—perfect for a chill, crafty day with your Galentine.

The Lover’s Edit Bouquet

Flowers, but make them extra special! Buckwheat’s premium Valentine’s Day collection features luxurious floral arrangements—no fillers, just stunning blooms designed to make hearts flutter.

Candle, But Make It a Bouquet

If flowers aren’t enough, why not go for The OUI Store’s all-red bouquet candle? It’s the perfect mix of romance and elegance, packaged beautifully for a gift that’s both stylish and sentimental.

Sweet Treats to Swoon Over

Nothing says romance like chocolate-dipped strawberries! The Cakery Bakery Lahore offers a set of 20—10 covered in rich milk chocolate and 10 in smooth white chocolate with pink décor. Packaged in a heart-shaped or elegant white box, it’s the perfect treat for any special moment.

Grand Love Hamper – Go Big or Go Home!

If you really want to spoil your Valentine, Lals Grand Love Hamper is the way to go. Packed with chocolates, macarons, strawberry jam, dragees, and more, it’s the ultimate way to show someone they’re extra special.

 

Jewelry You’ll LOVE Forever

Looking for a timeless gift? Shehnoor Jewels has you covered with 925 silver rings, earrings, and more. Bonus: Every Valentine’s order comes with complimentary gift wrapping and a handwritten love note—how cute is that?

All Stitched Up with Love

Handmade gifts hit different! Cheri’s crochet red bag, crafted with love, is a charming and thoughtful present for someone who appreciates unique, handcrafted accessories.

Set the Mood with Dreamy Scents

If you’re all about creating a cozy vibe, DuskCandlesCo’s mini heart ceramic candle madein collaboration with Soleil is a must-have. Infused with their best-selling Rose & Vanilla scent, it’s romantic, warm, and absolutely perfect for Valentine’s.

Dinner for Two

If a candlelit dinner is more your style, For The Table has the perfect setup. Enjoy a three-course meal with complimentary drinks for just PKR 4,000 per head—the perfect way to end a magical evening.

No matter how you celebrate—whether with your partner, your besties, or by treating yourself—make this Valentine’s or Galentine’s one to remember!

GulAhmed is back with its much-awaited Summer Lawn Collection 2025, launching in-store and online on the 7th of February, and this time, it’s all about a diverse spectrum of patterns designed to captivate every fashion enthusiast. From classic florals to contemporary motifs, this collection presents a kaleidoscope of lawn dress designs that promise to transform your wardrobe for the summer season.

A Pattern for Every Mood

This year’s collection offers over 250 designs, each with its own distinct pattern, ensuring there’s something for everyone. Whether you prefer the timeless beauty of floral prints, the artistic charm of Chunri, or the bold elegance of Jacquard, GulAhmed’s summer collection provides a wide variety of styles to cater to every taste.

Lawn dresses have never looked this versatile. The collection is split into 10 breathtaking lookbooks, each exploring a unique theme and pattern. The beauty of this collection lies in its ability to seamlessly blend tradition with modern trends, offering a wide array of designs in unstitched lawn and ready-to-wear options. Let’s take a closer look at some of the most exciting pattern stories:

  1. Chikankari Lawn Suits 2025: Traditional craftsmanship meets modern design with delicate chikankari embroidery. The intricate patterns in soft pastels create an ethereal, yet bold statement, perfect for those who love classic elegance.
  2. Premium Luxury Lawn: For those who crave luxury, this collection features intricate Jacquard and embroidered chiffon designs that stand out with their elaborate patterns. The luxurious combination of rich textures and colors makes these pieces perfect for formal affairs.
  3. Tribute to Mothers Lawn Collection: A heartfelt collection, designed with love and care, features delicate, timeless patterns that echo the selfless devotion of mothers. Soft florals, graceful motifs, and beautiful textures come together to celebrate family bonds.
  1. Timeless Allure Lawn: This lookbook captures the essence of enduring style. Timeless patterns such as geometric designs, floral motifs, and vintage-inspired prints combine to offer a wardrobe full of versatile options.
  2. Dhoop Kinaray Collection: Vintage meets modern in this lookbook, where retro-inspired patterns are reimagined for the contemporary fashionista. Bold checks, stripes, and contemporary takes on Chunri prints bring a touch of nostalgia with a refreshing twist.
  3. The Joy of Summer 2025: Celebrate the sunny season with vibrant patterns in striking hues. From floral lawn dresses to tie-dye motifs, this collection is a playful blend of patterns that radiate joy, perfect for those carefree summer days.
  4. The Floral World: Nature’s beauty is brought to life through soft floral patterns and intricate designs. The subtle charm of pastel florals mixed with modern prints makes this collection perfect for an effortlessly graceful look.
  1. Co-ords Sets Collection: Embrace the trend of matching sets with bold and unique patterns in co-ords. The combination of vibrant prints and minimalist styles ensures these pieces can be dressed up or down with ease.
  2. Chunri 2025: This lookbook features Chunri prints with a twist. Bold, modern patterns in a spectrum of colors create a fusion of traditional and contemporary aesthetics, adding excitement and energy to your summer wardrobe.
  3. New Season: Fresh and lively designs define this lookbook. Whether it’s abstract prints, minimalistic patterns, or floral lawn dress designs, this collection is all about injecting new life into your wardrobe with statement patterns.

The Magic of Variety

One of the standout features of this collection is the sheer variety of patterns on offer. Whether you’re into classic floral lawn dresses, vibrant Chunri prints, or intricate embroidered lawn designs, you’ll find an endless selection of options to choose from. Each pattern has been carefully curated to suit every occasion, from casual daytime wear to formal evening gatherings.

With options like unstitched lawn suits, you have the freedom to customize your outfit and make it truly unique. Lawn dress designs range from subtle prints to bold statements, ensuring there’s something for every personal style.

Versatile Fabrics for Every Pattern

The Summer Lawn Collection 2025 is not just about stunning patterns; it’s also about the textures and fabrics that bring these designs to life. From embroidered swiss voile to the smooth touch of silk kaftans, each fabric complements the intricate patterns in the collection, offering comfort, style, and durability.

Ready to Explore?

With so many patterns and designs to choose from, GulAhmed’s Summer Lawn Collection 2025 is a celebration of choice and individuality. Whether you’re drawn to delicate floral motifs, bold tie-dye patterns, or timeless embroidered lawn prints, this collection offers a refreshing new perspective on summer fashion.

To explore the full range of lawn dresses and find your perfect pattern, visit your nearest GulAhmed store or shop online at www.gulahmedshop.com. Get ready to update your wardrobe with a diverse array of patterns that will ensure you stand out this summer.

Fashion isn’t just about clothes—it’s the vibe you put out into the world. It’s a way to show who you are, your confidence, and your individuality. In a world of ever-changing trends, one thing stays true: the need to express ourselves through what we wear. KOA gets it. It’s not just a brand; it’s a canvas where you can showcase your unique personality through fashion.

The Spring Summer 2025 Collection: Effortlessly Stylish Western Wear with Endless Versatility

KOA’s Spring Summer 2025 collection is all about bringing chic, western-inspired pieces to the Pakistani fashion scene. Designed for the modern, sophisticated wardrobe, SS25 combines comfort, practicality, and serious style. Think lightweight cotton and linen fabrics that feel as good as they look—ideal for everything from running errands to dressing up for special moments. You can mix, match, and layer to make a wardrobe that’s as unique as you are.

From printed florals and elegant embroidery to solid wardrobe staples, KOA’s pieces transition seamlessly from day to night, casual to formal. It’s all about celebrating individuality, while keeping things classic so these pieces will remain relevant for years to come.

Essential Pieces to Grab from the SS25 Collection:

  • Flared Pants & Culottes: The perfect balance of comfort and style for any occasion.
  • Breezy Blouses & Tank Tops: Casual tees to embroidered shirts that fit every part of your summer vibe.
  • Denim for Every Mood: Straight, flared, or barrel-fit—denim styles that are always in style.
  • Dresses & Skirts: From floral skirts to the perfect white dress, KOA has your summer brunch look covered.
  • Co-ord Sets: Linen sets that scream laid-back summer vibes.
  • Summer Staples: Tank tops, tights, and comfy essentials to keep your style on-point without sacrificing comfort.

Own Your Style with KOA

KOA is all about the freedom to express your true self through fashion. With its timeless and versatile pieces, KOA gives you the tools to craft outfits that are uniquely yours. The minimalist designs ensure that each piece is easy to style in countless ways, while maintaining its lasting appeal.

Whether you’re after a complete outfit or love to mix and match, the SS25 collection has got you covered. Embrace effortless, chic, and versatile styles that flow with your lifestyle, from one season to the next.

Explore KOA’s Spring Summer 2025 collection at koa.com.pk or visit their stores at Dolmen Mall Lahore and select Nishat Linen locations in Lahore, Karachi, and Faisalabad.

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Rano’s Heirlooms is more than just a brand—it is a celebration of heritage, where tradition finds new life in contemporary fashion. Each carefully crafted piece carries the essence of cultural revival, seamlessly blending the past with the present to inspire the future.

This vision came to life at Kayee Chaand, Rano’s Heirlooms’ debut solo showcase, held at the Sir Ganga Ram Residence, Gulberg. A night of elegance, heritage, and admiration, the event celebrated the brand’s commitment to craftsmanship, storytelling, and artistic expression.

From the glittering ensembles to the mesmerizing choreography, the evening was nothing short of magical. The show was choreographed and directed by Fatima Amjed, while Hashim Ali transformed the space, setting the perfect mood for a showcase where heirloom designs met contemporary grace. Complementing the exquisite ensembles was jewelry by Innaya Heritage Jewellery, adding a final touch of regal charm.

Against a backdrop of wedding songs, sacred rituals, and the beloved Sehra Bandi, Rano’s Heirlooms brought history to life—proving that tradition, when woven with artistry, is forever in fashion.

In Pakistan, outdoor advertising workers, particularly billboard installers known as “skin fitters,” face significant occupational hazards. A notable incident occurred in July 2020 at Gojra when an under-installation billboard of a mobile phone company and a wall collapsed, injuring three employees.

Similarly, in August 2020, two motorcyclists in Karachi sustained injuries when a massive billboard became dislodged and fell on them near Metropole Hotel during heavy rain. Similarly, in 2023, a tragic incident occurred in Karachi when a man lost his life after a large signboard collapsed and struck him while he was riding his motorcycle.

The outdoor advertising industry plays a crucial role in Pakistan’s marketing and media landscape, relying heavily on the labour of billboard installers. Despite generating an annual market volume of US$33.95 million, this traditional advertising sector ironically allocates minimal budgets for its workforce. These workers undertake the perilous task of installing and maintaining billboards, often at staggering heights and under extreme weather conditions. Historically, they have faced severe occupational risks due to inadequate safety measures, leaving them vulnerable to serious injuries or even fatalities. Regrettably, these glaring safety violations continue to be ignored by the authorities.

Recognizing the critical need for change, easypaisa has stepped up to set a new benchmark for worker safety in the outdoor advertising industry. Through their transformative “Insured Billboards” initiative, easypaisa has provided billboard workers with full medical insurance and equipped them with safety gear that meets global standards. This groundbreaking program not only addresses the glaring gaps in worker welfare but also sets an example for responsible business conduct across the industry.

The installation and maintenance of out-of-home (OOH) advertising require workers to scale massive structures, often at great heights, without adequate safety measures. This exposes them to significant risks, including falls, electrical hazards, and injuries caused by faulty equipment. In addition to physical dangers, the lack of financial security—such as health or life insurance—further exacerbates their vulnerability, leaving their families in financial distress in case of workplace accidents.

Despite their pivotal role in bringing advertising campaigns to life, these workers have often been overlooked by brands and stakeholders. This systemic neglect has highlighted the urgent need for industry-wide reforms.

easypaisa’s #Insured Billboards initiative is a game-changer for the OOH advertising sector. By providing billboard workers with comprehensive medical insurance, the initiative ensures financial security for workers and their families in case of accidents or health issues. Furthermore, the provision of globally standardized safety gear—including harnesses, helmets, and protective clothing—significantly reduces the risk of injuries.

The initiative exemplifies how brands and stakeholders can align their business practices with global standards of occupational safety. It is a step toward creating an environment where worker welfare is prioritised alongside business goals.

The impact of providing adequate safety gear and insurance cannot be overstated. A helmet or harness might seem like a small investment, but it can mean the difference between life and death for a worker operating at great heights. Similarly, medical insurance offers a safety net that shields families from financial ruin during emergencies.

By implementing these measures, easypaisa not only ensures the physical safety of workers, thereby restoring their dignity and recognising their vital contributions to the advertising industry, but the health and medical insurance provided offers peace of mind—empowering them to perform their duties with greater focus and confidence.

easypaisa’s initiative should serve as a wake-up call for all brands, advertisers, and stakeholders in the outdoor advertising industry. As industry leaders, it is imperative to adopt measures that prioritise worker safety and welfare. From providing proper safety gear to ensuring comprehensive insurance coverage, every small step contributes to a safer and more equitable working environment.

Brands must view worker safety as a core responsibility, not just an optional add-on. easypaisa has shown that it is possible to combine business success with responsible practices, and now it’s time for others to follow suit.

As an industry, we have the power to shape a future where the safety and welfare of workers are at the forefront. Let’s collectively raise the bar by ensuring that every worker involved in outdoor advertising campaigns has access to the tools and protections they need to thrive.

easypaisa’s “Insured Billboards” initiative is more than just a program—it is a movement toward change. Let’s make this the new standard, ensuring that those who work tirelessly to make our campaigns visible are themselves seen, valued, and protected.

Join the movement. Provide safety gear. Offer insurance. Transform lives.

On December 9, Dubai’s creative elite gathered at the TODA Theatre of Digital Art for Anna Kameneva’s stunning birthday celebration, titled “Anna Kam With Love.” A multi-talented entrepreneur and artist, Anna showcased her achievements across music, film, fashion, and cutting-edge innovation.

Performing as Anna Kam, Anna delivered powerful renditions of her original songs, introducing English tracks for the first time alongside her deeply meaningful Russian compositions. Set against the theater’s state-of-the-art digital screens, her performance created a mesmerizing experience.

The evening also revealed Anna’s innovative NFT music project, created with a renowned artist. This fusion of music and visual art highlighted Anna’s passion for pushing creative boundaries.

Anna and her collaborator Kristina Kretova shared teasers from their award-winning project, “Women and Roads. The Way to Yourself.” Together as directors and producers, they’ve received international recognition for their empowering storytelling, paired with soundtracks composed by Anna.

Guests also explored East & West, the fashion brand co-founded by Anna and Kristina. Inspired by the Silk Road, the collection combines Eastern and Western aesthetics into elegant designs.

Anna’s celebration embodied her energy, passion, and dedication to art, leaving her audience inspired by her creativity and vision for the future.

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