Lux Style Awards is all set to return to a physical stage in Karachi in December. This year’s ceremony theme, Mirror the 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 awards show’s real comeback after being stopped twice. In 2020, the LSAs opted out as the Covid-19 pandemic rescheduled global events. Unilever instead donated the ceremony’s budget to the Akhuwat Foundation to support fashion industry workers affected by the lockdown. The brand later recognized the winners of the 19th edition online. Then, in 2025, prices were again suspended after heightened tensions between India and Pakistan in May. The winners of the 23rd Lux Style Awards were announced digitally again without any formal ceremony.
This year, the LSAs are introducing a new award category dedicated to digital content creators to honor a space that has grown significantly since the lockdown. “As an audience-driven platform, the 24th Lux Style Awards introduced this category to recognize their growing influence in the creative economy and their role in shaping the future of storytelling,” said Samir Sultan, general manager of Personal Care, Unilever Pakistan.
The show aims for “infused collaborations between real and real achievers,” a phrase that probably points toward influencer crossovers and pop culture mash-ups.
Organizers promise a wider reach this year, with nominations to be announced in the following weeks.
