Regardless of the backlash that Pakistani celebrities were dished out for attending the Hum Awards in Canada last month during the catastrophic aftermath of the monsoon floods back home, Pakistan’s biggest award show, the Lux Style Awards (LSA) has just been announced. Perhaps to save face, its organizers have claimed that all the proceeds from the event will be donated to Pakistan’s flood-affected people.
Asima Haq, the Beauty and Wellbeing and Personal Care Pakistan Head at Unilever Pakistan, gave the following explanation in its statement that declared the 21st annual awards last week:
We…realize that our country is facing one of the biggest calamities of all time. We want to use this stage to also support Pakistanis whose lives have been impacted by the floods.
She added that Unilever Pakistan had donated $1 million for rehabilitation efforts, which include ecological housing, creating climate-resilient infrastructure, and microfinance for re-employment.
About the Lux Style Awards
The Lux Style Awards (LSA) is Pakistan’s most prestigious award ceremony, which has been widely honoring and celebrating Pakistan’s showbiz talent for the last 21 years.
This is its third decade of celebrating the entertainment industry and media for the exceptionally talented people from the film, music fashion, and TV industries to acknowledge and reward their accomplishments.
The LSA also empowers diverse voices across Pakistan and plays an instrumental role in promoting local talent and putting Pakistani stars on the world map.
Where and when will the 2022 lux style awards happen