Daily Times

You are a fashion-industry veteran; you’ve been a top model back in the day, you’re an ace choreographer as well as a successful PR and event manager. How have you managed to multi-task so affectively all these years?

I’m a multi-tasker through and through, and in the world we live in today you cannot survive if you’re not a multi-tasking busy body. I’m a high energy creative person and because of that my mind works overtime, sometimes I’m working 20 hours a day! To manage such a fast paced, busy schedule I write it all down. I have lists everywhere, my house, dressing room, office, and about everything. I delegate and follow up, especially at Catwalk Event Management & Productions. The work process is smoother, and I know I won’t have to be worried about it constantly. I’m also self-critical; this essentially leads me to push myself and my team to make things happen in bigger and better ways.

What sacrifices do women have to make in order to establish themselves as independent professionals? Does their family life suffer?

Just like you multi-task, you also have to learn to prioritise, in work and in family. My priorities have always been country, company and family. I’ve raised two children, Parisheh and Turhan, as a single parent, and started a company from the ground up 27 years ago, but I have never missed a single important event in the lives of my children, be it their school sports day to their birthday. In fact, instead of separating family and work as most parents do, my kids have been involved in the family business. Turhan loves music and has been a DJ at many events; he hopes to do more of that in the future. Parisheh is definitely following my footsteps and is involved in the fashion industry as a model.

Was being part of the fashion fraternity always on your wishlist? What would your alternate profession have been?

No. I set out to be an artist. I was going to be a painter, sculptor, and a teacher. I was discovered and thrown into the modelling world. That’s when I saw how cluttered and what a mess the industry was, and started a fashion event management company. Then went into TV productions, from there into PR, I was the pioneer of red carpet in the country. I created iconic shows such as Lux Style Ki Duniya which would come on PTV, Lux Style Awards for the last 15 years and Veet Miss Supermodel. While doing all of these, clients would come to me and complain about the mess our modelling industry was. Finally I took a step and opened the first modelling agency in Pakistan.

Tell us about your journey. How did you get yourself involved in the modelling industry?

I was discovered by Saira Irshad. She used to work at The Herald, and had come to one of my art exhibits to review it. She just asked me if I wanted to be a model and I said, “Yes”!

Have you ever considered acting again?

I’ve studied theatre in college in London. So, once I came back I started acting with Sohail Malik. Then I got into TV plays with Saira Kazmi in ‘Ms Rosie’, ‘Studio Dhai’ with Moin Akhtar, and Haseena Moin’s play as well. That experience trickled down to TV production, Lux Style Awards, and now I’m going into films.

What are some of the ingredients/attributes that make a successful woman entrepreneur?

Get to know the business, be creative, hire a great team, and always motivate and excite them!

What advice would you have given to a young Frieha Altaf?

Don’t look back! Look forward.

“My greatest contributions have been giving careers to models and performers. I believe if you give individuals a career then you’re making generations come alive”

You are a globe-trotter and travel far and wide for work and leisure. Which has been the ultimate vacation spot?

My ultimate vacation spot would have to be Maldives; it is honestly heaven on earth. Also, I was one of the first licensed scuba divers in Pakistan, got my license in 1991, so anywhere with amazing beaches and scuba diving opportunities is a blast, like my most recent trip to Australia!

How much time do you get to spend with your children? What is the most fun activity you enjoy doing with them?

A lot! I take mini-vacations, we go shopping, and I party with them now as well. We never miss a Sunday at the beach either. I would have to say sports like tennis, swimming and our family favourite scuba diving are the most fun activities that we enjoy together.

You are a thorough working professional and are extremely well connected in the industry. You are renowned for your work and immense contributions to the fashion industry. What according to you has been your biggest achievement to date? In what ways have your achievements changed you, both professionally and personally?

My biggest achievement hasn’t happened yet, I’m restless and always looking for the next big thing because believe me there are miles to go. If you begin to think that you’ve achieved enough, then you’re finished in this world and especially in this industry. Saturation is never an ideal situation. I am a King maker, my greatest contributions have been giving careers to models and performers. I believe if you give individuals a career then you’re making generations come alive!

What is your vision for Pakistan? What does it mean to be Pakistani for you?

I’ve spent 10 years abroad, I’m a Canadian citizen, but my blood is green forever. I see so many things that need to be done to make Pakistan a non-corrupt, safe, peaceful and a progressive country, which is my vision. This country is beautiful with good looking as well as hospitable people, the culture and heritage itself is something we could utilise to the fullest, but we don’t.

    Achievements

Master At Multi-Tasking

It’s Frieha Altaf’s master multi-tasking skills that have helped her achieve milestones in her career. She is a former top model, an ace choreographer, a PR and events manager, an entrepreneur as well as a reality show judge.

Full On Family Life

Frieha Altaf knows just how to prioritise right. Not only does she manages her work with ease and is at the top of her game but gets to spend ample time with her children where they vacation and let their hair down together. There is never a dull moment in her life.

Scuba-diving Queen

For those of you who don’t know, Altaf was one of the first licensed scuba divers in Pakistan. She loves the activity in which she indulges with her children.

Making Successful Careers

Altaf’s contributions cannot be ignored, she is the force behind giving careers to myriads of models and performers.

Iconic TV Shows

The power publicist and event entrepreneur has created iconic shows such as ‘Lux Style Ki Duniya’, the coveted Lux Style Awards as well as Veet Miss Supermodel.