The Lux Style Awards are gearing up to return to the physical stage in Karachi this December. The theme of this year’s ceremony, Mirror of Magic promises new collaborations, a renewed vision and an event that celebrates “the creative spirit of Pakistan” for the world to see, according to a press release issued Friday.
This will be the real return of the awards ceremony after being interrupted twice. In 2020, LSAs withdrew as the Covid-19 pandemic shifted world events. Unilever instead donated the ceremony’s budget to the Akhuwat Foundation to support fashion industry workers affected by the lockdown. The brand then recognized the winners of the 19th edition online. Then, in 2025, the awards were halted again, following heightened tensions between India and Pakistan in May. The winners of the 23rd Lux Style Awards were announced again digitally, without an official ceremony.
This year, the LSA is introducing a new award category dedicated to digital content creators, to honor a space that has grown significantly post-lockdown. “As an audience-driven platform, the 24th Lux Style Awards introduced this category to recognize their growing impact on the creative economy and their role in shaping the future of storytelling,” said Samir Sultan, General Manager Personal Care at Unilever Pakistan.
The show aims for “real-infused collaborations,” a phrase that likely points to influencer crossovers and pop culture mash-ups.
Organizers are promising a wider reach this year, with nominations expected to be announced in the coming weeks.
