Lux Style Awards is gearing up to return to a physical stage in Karachi in December. The theme of this year’s ceremony, Reflect the magic promises new collaborations, a renewed vision and an event that celebrates the “creative spirit of Pakistan” for the whole world to see, according to a press release issued on Friday.
This will be the true return of the awards ceremony after being suspended twice. In 2020, LSAs opted out as the Covid-19 pandemic shook world events. Instead, Unilever donated the ceremony’s budget to the Akhuwat Foundation to support fashion industry workers affected by the closure. Subsequently, the brand recognized the winners of the 19th edition online. Then, in 2025, awards were halted again, following rising tensions between India and Pakistan in May. The winners of the 23rd edition of the Lux Style Awards were again announced digitally, without a formal ceremony.
This year, the LSA introduces a new awards category dedicated to digital content creators, to honor a space that has grown considerably following confinement. “As an audience-driven platform, the 24th Lux Style Awards introduced this category to recognize its growing impact on the creative economy and its role in shaping the future of storytelling,” said Samir Sultan, General Manager, Personal Care, Unilever Pakistan.
The show aims for “infused collaborations between real, real achievers,” a phrase that likely points toward influencer crossovers and pop culture mashups.
Organizers promise a broader reach this year and nominations will be announced in the coming weeks.
