Bridal Couture and Business: A Match made in Heaven
PFDC collaborates with cosmetic giant to announce the PFDC L’Oréal Paris Bridal Week.
LAHORE:
Couture Week, spearheaded by renowned event managers J&S and local fashion channel Style 360, debuted last year in Lahore. Now, just when Bridal Couture Week is set to commence its second season this weekend in Karachi, the Pakistan Fashion Design Council (PFDC) has decided to steal a bit of their thunder.
PFDC announced its own version of the same — the PFDC L’Oréal Paris Bridal Week. Slated to be held by the end of September this year, it will host four days of shows with four shows daily, including jewellery shows.
Since the trend of fashion weeks took off in the country, the PFDC, through its consistency and efficiency, has proven itself to be by far the most credible fashion platform in Pakistan. As a council they have understood the most vital lesson vis-à-vis the business of fashion — to form links with corporations involved in the business of beauty and glamour. They have Sunsilk on board for their fashion week, and they have now forged a most pertinent alliance with the leading international cosmetic brand, L’Oréal Paris. This coalition should have been formed earlier in the fashion game, but better late than never.
The women heading both entities are powerhouses in their own right: PFDC’s Executive Committee Chairperson Sehyr Saigol rules the roost where local fashion is concerned, albeit with an iron fist, while Musharraf Hai, the managing director of L’Oréal Pakistan, is perhaps the only woman to have headed a corporation in Pakistan and stands as the personification of the modern Pakistani woman — successful, committed and focused.
“There’s a natural synergy between Musharraf Hai and the fashion community. She’s the ultimate woman and I am personally very excited and motivated to work with her,” said Saigol, after announcing the partnership at a press conference held at the PFDC’s own outlet.
“It’s good that this has finally come together after speaking about it for so long. With 70 per cent of the population under the age of 30 years, the bridal market is a huge arena for growth,” said Hai.
The collaboration between these strong women will be interesting for all fashion insiders who are waiting to see how the dynamics play out. Their alliance sends a vital message of empowerment and growth and makes sense, as bridal fashion will always be synonymous with women.
Hai was quick to point out that “fashion is not frivolous but a lifestyle and culture” and has great business potential, particularly with regards to bridal wear.
When asked why she didn’t join hands with those who have already come up with a bridal show and exhibit concept, Hai responded, “So what if there are two different companies doing it? Is there only one shampoo in the market, or one cellular company?”
Some fear that the bridal couture industry isn’t large enough to support a large number of players, and this collaboration may further splinter it instead of building it. Hai pragmatically squelched the thought by stating, “Let a thousand flowers bloom. The larger the number of players entering a market, the more it grows. I am just applying basic business logic to the beauty and fashion industry. The real question to ask is, who will be able to sustain this process for the next 50 years?”
A loaded question indeed. With only a small pool of designers and related personnel in a fashion industry with limited resources, there is little doubt where they will sway.
Published in The Express Tribune, April 16th, 2011.
Couture Week, spearheaded by renowned event managers J&S and local fashion channel Style 360, debuted last year in Lahore. Now, just when Bridal Couture Week is set to commence its second season this weekend in Karachi, the Pakistan Fashion Design Council (PFDC) has decided to steal a bit of their thunder.
PFDC announced its own version of the same — the PFDC L’Oréal Paris Bridal Week. Slated to be held by the end of September this year, it will host four days of shows with four shows daily, including jewellery shows.
Since the trend of fashion weeks took off in the country, the PFDC, through its consistency and efficiency, has proven itself to be by far the most credible fashion platform in Pakistan. As a council they have understood the most vital lesson vis-à-vis the business of fashion — to form links with corporations involved in the business of beauty and glamour. They have Sunsilk on board for their fashion week, and they have now forged a most pertinent alliance with the leading international cosmetic brand, L’Oréal Paris. This coalition should have been formed earlier in the fashion game, but better late than never.
The women heading both entities are powerhouses in their own right: PFDC’s Executive Committee Chairperson Sehyr Saigol rules the roost where local fashion is concerned, albeit with an iron fist, while Musharraf Hai, the managing director of L’Oréal Pakistan, is perhaps the only woman to have headed a corporation in Pakistan and stands as the personification of the modern Pakistani woman — successful, committed and focused.
“There’s a natural synergy between Musharraf Hai and the fashion community. She’s the ultimate woman and I am personally very excited and motivated to work with her,” said Saigol, after announcing the partnership at a press conference held at the PFDC’s own outlet.
“It’s good that this has finally come together after speaking about it for so long. With 70 per cent of the population under the age of 30 years, the bridal market is a huge arena for growth,” said Hai.
The collaboration between these strong women will be interesting for all fashion insiders who are waiting to see how the dynamics play out. Their alliance sends a vital message of empowerment and growth and makes sense, as bridal fashion will always be synonymous with women.
Hai was quick to point out that “fashion is not frivolous but a lifestyle and culture” and has great business potential, particularly with regards to bridal wear.
When asked why she didn’t join hands with those who have already come up with a bridal show and exhibit concept, Hai responded, “So what if there are two different companies doing it? Is there only one shampoo in the market, or one cellular company?”
Some fear that the bridal couture industry isn’t large enough to support a large number of players, and this collaboration may further splinter it instead of building it. Hai pragmatically squelched the thought by stating, “Let a thousand flowers bloom. The larger the number of players entering a market, the more it grows. I am just applying basic business logic to the beauty and fashion industry. The real question to ask is, who will be able to sustain this process for the next 50 years?”
A loaded question indeed. With only a small pool of designers and related personnel in a fashion industry with limited resources, there is little doubt where they will sway.
Published in The Express Tribune, April 16th, 2011.