Peshawar’s fashion designers beckon shoppers

WBDC and Smeda organise an exhibition for clothes and accessories.

PESHAWAR:

As the number of female fashion designers increases in Peshawar, platforms and opportunities to showcase their talent remain limited.

Women Business Development Center (WBDC) took the initiative to help promote designers from Peshawar, Dera Ismail Khan and Swat last week and were given an opportunity to display their work — 30 stalls were set up featuring jewellery, modern and traditional ready-made garments, handbags, decoration pieces and bed sheets. The event was organised by the Small and Medium Enterprises Development Authority (Smeda) at WBDC — the only centre in the city where designers exhibit their collections regularly.

“The designers in Peshawar are not behind as compared to other cities when it comes to talent, but they lack opportunities,” said Javed Iqbal Khattak, provincial chief of Smeda. He added that WBDC not only helps them organise exhibitions in Peshawar but also in other cities in order to increase their exposure on a national level; they also plan to expand into the international market soon, starting with UAE.  Commenting on the current situation in the city, he said conditions are quite stable so there’s no danger in organising such events anymore.

The majority of female designers in Peshawar use the internet as a means of conducting business — they sell and promote their products online via various social networking websites. A pre-engineering student, Aliza Farman, who wants to pursue fashion designing as a serious profession, told The Express Tribune: “My job is primarily limited to my home — my online fashion boutique and social networking websites where people come to place their orders, from across the country.” Despite the lack of exposure, opportunities and assistance they need, she believes designers are still determined to revive the image of the province through their talent and love for art and fashion.

She further added that fashion trends in Peshawar have changed — they are now aligned with the trends and styles followed in other cities. “Old and traditional Peshawari designs are not utilised by the majority of the designers here. Young boys and girls both prefer simple designs,” she said. “However, Afghanis are the trend setters in our city and they possess the true sense of fashion, and they are actually more inclined towards colourful dresses.”

Designers from Swat, on the other hand, focused on traditional designs and said they were there to represent Swat — displaying the latest printed suits, shawls and various handicrafts which symbolise their culture. “Our designs are a beautiful blend of east and west, which is appreciated all round the world,” said Rabia, a designer from Swat, adding that she receives dozens of orders from her customers via her online boutique. “We have been facilitated by WBDC to set up our stalls here which definitely helps in creating awareness of our designs and also highlighting cultural trends.”

All in all, the event received an overwhelmingly encouraging response. “We were not expecting such a huge crowd the first day of the exhibition,” said the event manager Nabila Safdar. “The purpose of the event is not only to highlight the hidden talent of our young designers but also to revive the lost charm of the city.” She added that they intend on organising such events every two months so that designers from across the province have an opportunity to showcase their talent.

Published in The Express Tribune, October 30^th, 2012.

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