PFDC: Pakistani designers get Delhi spending

18 local designers are now stocking at the spacious PFDC store in Delhi.

LAHORE:

There is no doubt that Pakistani fashion is vastly different from that of our neighbours. While our outfits focus more on threadwork, kaam and embellishments, Indian designers go all out by experimenting with fabric and silhouettes.

Our brides are slaves to the traditional long kurtas and ghararas in hues ranging from crimsons to pastels, but the Indian bride is rocking the midriff bearing choli with gota edging. To give Indians a one-stop shop for a variety of designs from Pakistan, the Pakistan Fashion Design Council (PFDC) launched its very first flagship store, PFDC — The Boulevard, in India in collaboration with New Delhi’s prominent Bindra family. The launch was followed by a fashion show, where 18 designers displayed three pieces each to give the Delhi crowd a taste of Pakistani fashion.

Indian stylist Pernia Qureshi, who was present at the show, said her favourite designer was Nida Azwer. Azwer showcased her most popular bridal and formal wear collections at the event, with the beautiful model-actor Sonya Jehan as a showstopper. “It is slightly hard to judge [the collections],” Qureshi told The Express Tribune. “There is a lot of scope but considering the designers have only showcased three garments each, it’s not very easy to tell.” Qureshi feels, however, that there is a great potential for Pakistani designers in India, where our designers have already won people over with their aesthetic sense. “[PFDC] is a great initiative and will definitely do very well,” she said.

Along with PFDC chairperson Sehyr Saigol, the other designers present at the show were Saad Ali, Maheen Kardar Ali, Nickie Nina, Sonia Azhar, Fahad Hussayn, Nida Azwer, Feeha Jamshed, Anila Shah (representing her daughter Khadija Shah of Elan) as well as with actor Mahira Khan on the ramp and singer Quratulain Balouch.

“It was so wonderful being there because the Bindra family was more than hospitable,” said actor Mahira Khan. “Mini Bindra had watched ‘Humsafar’ and had requested that I come to Delhi.” Being Feeha Jamshed’s best friend means she had to walk the ramp for her! “Even though I hate walking the ramp and it is so nerve wrecking for me, I still have to do it,” said Mahira. Mahira raved about the designers that showcased their work at PFDC Delhi.

“If I say everything was beautiful, this conversation will become redundant as everything was simply beyond our expectations,” said Feeha Jamshed of Teejays. “Bindra sahib personally checked us in and our comfort was of utmost importance to the family.” She further commented on how professional the Indian team was: “The way the fitting of clothes on models took place was very professional and efficient. Top models such as Carol, Lakshmi and Tamara were ready to go by 11 am.”

Feeha also added that the store itself is quite spacious, with 5,500 square feet dedicated for display. “We all have a beautiful amount of space there. It’s open and comfortable — doesn’t overwhelm the client.”

Nida Azwer praised not only the warm welcome of the host family but also their innovative efforts of creating a luxury house for their collections, instead of a simple retail outlet. “The store had 3D branding, making each designer’s space pop out — it really made a difference in how the clothes were showcased,” she said, impressed with their attention-to-detail.

“The Bindras took really good care of us and our choreographer, Meenu, was simply beyond exceptional,” she added. “The Indian clientele was also quite inquisitive and excited.”

While the outfits on preview were being booked, the designers were bubbling with anticipation and excitement regarding how the fashion show would be, if the response to just the outfits being showcased in the store was so overwhelming.

Sonia Azhar was highly impressed with the level of comfort that lies between the choreographer and models in India. “None of the designers had to go backstage even once, to ensure that the models were ready to go or if the clothes properly fit them,” she said.  According to her, this was the real highlight of the trip.

While some designers could not make it, their collections were showcased at the launch of PFDC, where their pieces were greatly appreciated. “Even though I couldn’t go myself, our label still received massive publicity and orders,” said Layla Chatoor.

Umar Sayeed could not attend the event as his visa didn’t arrive on time but received a great response regardless due to the high-powered fashion show that took place. “Our clothes are a lot cheaper in terms of price, than what Indian designers provide — that makes it better for us to sell there,” he said. He further added that even with additional costs such as excise and custom duties, the outfits of similar quality and caliber still tend to be less expensive and should serve to be a better option for price and quality conscious Indians.

By giving Pakistani designers a platform to showcase their talent, PFDC’s launch in India has allowed them to take the Pakistani fashion industry a step further in its journey of development and advancement. Three cheers for cross border camaraderie!

Published in The Express Tribune, October 2^nd, 2012.

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