Pomme Amina Afzal, founder and CEO of Phenomena, stands at the forefront of Pakistan’s art and design scene. With a career spanning over 25 years as a celebrated art curator and creative director, Pomme has shaped the visual language of contemporary art and fashion across Pakistan and beyond. Her work has earned international recognition, positioning her as a leading voice in curatorial practice worldwide.

In 2025, she was awarded ‘Exceptional Woman of the Year (Art)’ by the Chamber of Trade and Commerce Pakistan in honor of International Women’s Day. Phenomena—her signature venture—is an art-led design company that curates immersive events blending art, fashion, and culture. It is a natural extension of Pomme’s creative legacy, known for producing some of the most iconic and culturally resonant experiences in the region.

A graduate in publication, editing, art history, and design; Pomme was awarded a USAID scholarship and was the first fashion editor of SHE Magazine. Pomme was also the first Pakistani girl to model in Paris for French designers like Madame Carven. 

Pomme's journey of creativity led her to collaborate with leading charities like Special Olympics Pakistan (SOP), Lady Dufferin Hospital (LDH), AURA (Al-Umeed Rehabilitation) and SOS villages to name a few and conceptualize their annual fundraising gala's. One of the industry's widely respected 'creatives', her desire for perfection enabled her to take unique Phenomena designs and turn them into reality through flawless execution.

Celebrating 10 years of success, Phenomena is known for its style-savvy events and out-of-the-box ideas. The USP is immaculate attention to detail and originality in design. Every event is customized to each client, making it a personalized experience, and turning moments into memories.

Widely traveled, Pomme is constantly updating her company lifestyle by international design standards.  In her years of art direction, she has curated several art shows and has been working with local and international artists, being instrumental in promoting young artists and perfecting the genre of 'performance' art production, eventually leading her to manage the first-ever Karachi Biennale in 2017.

In Pomme's words "creativity has no boundaries", so fashion, drama, music, art & fine-dining events, have all been a part of Phenomena's story. Widely covered in media by HELLO Magazine, OK Magazine and International Tribune, Pomme's exquisite sense of style and ability to transform places into memorable experiences has made her one of the most sought-after event designers in the field and beyond.