In vogue, in films

Lala Textiles collaborate with makers of ‘Bachaana’, open first store

KARACHI:

Globally, fashion and film have been working hand in hand for years. Their partnership is evident in the elaborate Manish Malhotra gowns our favourite Bollywood actors have donned in some of their movies. In fact, films are arguably the biggest platform designers could possibly market themselves from. Maheen Khan, for instance, put Pakistani fashion on the world map, following her work on Disney’s Cinderella last year.

However, there have been few instances where fashion houses and filmmakers have collaborated on a huge scale. In an attempt to change that, local clothing brand Lala Textiles has come to the fore, providing the outfits for the female lead in Nasir Khan’s upcoming romantic comedy, Bachaana.  And lucky for them, they got Sanam Saeed as a model. Not only that, the textile company will also sponsor the premier of Bachaana in Karachi and co-sponsor the premier in Lahore.

This marks the first time in recent years that any textile brand has partnered with a film on costume designing. “When we sat down with Nasir (director of the film), we wanted to get involved in a different manner,” explained Lala Textiles CEO, Pervez Lala whilst speaking to The Express Tribune.  “For us, our brand is not just about providing clothes for Sanam or anyone else, but rather aligning what is current and exciting in Pakistan today in a 360 degree manner.” One cannot ignore timing of the partnership, which coincides perfectly with the launch of the brand’s first flagship store in Karachi last week. “Both our store and the movie open in February. So whatever one sees on screen and likes will be available for purchase in store,” Pervez added.

Having completed 66 years in the clothing industry, the textile house has got ample experience and an eye on the finishing line. According to Pervez, his team and he are aiming to convert the brand into a household name. “Our vision is to be in every home and that can be through our products, films or goodwill promotions, etc,” he shared. “Our multiple lines and collections all have independent design identities and the same can be seen across Bachaana.”

Lala Textiles opens first store in Pakistan 

Interestingly, it has the company a very long time to launch its first retail outlet. The wait seems a tad off to most but Pervez remains steadfast. “We believe there is a time and place for everything and undertake a lot of research to ensure our next project is done at the right time,” he explained. “The market didn’t demand a standalone shop for a brand like ours before so we stuck to our old business model. Now, we are expanding into pret and unstitched options which require good visibility.”

Providing the entire wardrobe for a high-profile actor in a high-profile movie will become a hallmark for the company, as no other textile mill has done so before. Could we expect similar projects in the future? “Definitely, yes!” responded Pervez when asked of his company’s future plans. “Financial success is not as important to us as the integrity of the film, cast and entire industry. As a brand, we support everything positive and exciting for Pakistan through our collaborations. We will continue in the same spirit in the future,” he added.

Another key market that the brand can possibly delve into is menswear which – compared to the female fashion scene – still remains nascent. “For menswear, there needs to be a right place, time and demand. We’d be happy to start menswear if and when we feel the demand for it, “concluded Pervez.

Published in The Express Tribune, February 20^th, 2016.

Like Life & Style on Facebook, follow @ETLifeandStyle on Twitter for the latest in fashion, gossip and entertainment.