NEW DEHLI: It’s long kurtas with ghararas and shararas, and colours like black, white and cream, unheard in the Indian bridal wear lines, which Pakistani designers are set to introduce in India through the newly opened PFDC — The Boulevard. The outlet is a one-stop shop for designer wear from across the border.
Pakistan Fashion Design Council (PFDC) — The Boulevard houses designs by as many as 18 designers from Pakistan. It will offer a wider range than what’s already available in the Indian market, says Mini Bindra, the brainchild behind bringing PFDC to India.
“PFDC is bringing a wide range of designs, cuts, embroidery, colours from which the Indian consumers can choose. We are hoping for a positive response as the Indian consumers will be getting a variety of products to choose from,” Bindra said.
“The Pakistani cuts, colours and styling are very different from what we see here in India. For example, they use lots of ecru and cream in their bridals, which we don’t get to see here in India.
“This would give a variety to choose from, for our Indian customers. These designs would add another new concept to their wardrobe. Saris are always in vogue in India, whereas Pakistani fusion salwar-kurta is relevant for anywhere in the world. The switch can be a starting point I feel,” she added.
Popular Pakistani labels including Karma, Libas, Kamiar Rokni, Hassan Sheheryar Yasin (HSY), Elan Design House, Sana Safinaz, Asifa Nabeel, Sonia Azhar, Fahad Hussayn, Nickie Nina, Iman Ahmed (Body Focus Museum), Nida Azwer, Ayesha Hashwani, Feeha Jamshed, Umar Sayeed, Rizwan Beyg, Layla Chatoor and Nasreen Shaikh, will retail their creations through the store, situated in South Extension market in New Delhi.
Sehyr Saigol, chairperson of PFDC, says the idea of opening the first such store here came naturally to them as India and Pakistan share same culture and history.”We have a commonality between India and Pakistan in terms of our spoken language, culture, history and heritage. So there is a huge interest in each other.”
The collections at design store start from INR10,000 and goes up to INR1 million.
Published in The Express Tribune, September 22nd, 2012.
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