Deepak Perwani: In pursuit of excellence

With a career spanning almost 20 years, Perwani continues to evolve with a soon-to-open outlet at Dolmen City Mall.

KARACHI:

With his out-of-the-box design philosophy, it seems that the internationally-acclaimed fashion guru Deepak Perwani will never stop growing. Having opened a number of outlets in Pakistan and abroad, Perwani will now be seen launching his own concept store at Dolmen City Mall in Karachi — the current hub of branded fashion. Clearly there is no stopping the iconic designer who has flourished against odds that include minimal education and a family of landlords. We were intrigued that the designer has decided to open a third outlet in close proximity to existing ones, so we had a chat with the animated artist on life, achievements and the next step.

“We at Deepak Perwani are a progressive team — our idea is to consolidate our product line. We also believe that the future of shopping lies in malls. There are certain basic rules of how women shop in Karachi, so there are many factors guiding us in that direction,” Perwani says, referring to the outlet in Dolmen City Mall.

Although the brand’s outlets thus far are located in Zamzama and Park Towers, the factory outlet is based in Korangi. “It’s the place to be — from printing to professional dying, all is done in Korangi.”

When asked what led him to opt for fashion designing at a time when the profession was only deemed suitable for women, Perwani says, “My mother has been into clothes for the past 40 odd years. Also –why not fashion? It is an exciting business to me,” he says.

Considering how Deepak Perwani has evolved into a stylised iconic brand for both men and women, it is evident that Perwani is far from being oblivious to changing trends. “My brand and I are constantly learning — defining fashion and pushing boundaries. Innovation is not going to end, ever. Till I am alive, I am not going into oblivion,” asserts Perwani.

He adds that catering to both the male and female market exerts constant pressure, as it requires one to give their very best in all aspects. “We are a high design-oriented brand and we are in direct competition with many other brands. It’s competition that forces me to move ahead,” he says.

Of councils and fashion weeks

Apart from using his business acumen to run his demanding fashion label, the trailblazing designer, who was once a Seth of Mirpurkhas, elaborates on his loyalty to the Fashion Pakistan Council.  “I am an events director, but besides that I also try to promote younger talent here at the Council.  We facilitate and help the business of fashion to grow internationally vis a vis Pakistan. Ours is a constant work and this is a job above any kind of pettiness,” says Perwani. “Whoever is part of the Council knows that you give your heart and soul to achieve your goals. It’s a dog’s job, with no perks attached,” he adds.

With the management sectors of any business known for having ego clashes, does the same hold true for the fashion councils? “One only feels happy for doing things right and smoothly but there are designers whose egos are involved — it’s where you see egos come first and designers come second,” shares Perwani. However, he says it is a bittersweet experience, as fashion weeks also have a brighter side. “With fashion week comes great responsibility. But when the show opens up and the first model walks out on the ramp, there is no greater joy,” he adds.

As far as the fashion luminary’s distinctive ‘Frida goes to Kharadar’ collection at FPW5 is concerned, Perwani stresses that quite a lot of research and effort went into making it a success. “Mexican fashion is a lot like ours in that there are bright colours and it’s ghagra style. I worked for four months on the theme and tried to understand the character through and through. I researched a lot on the ideas and characters  — I ate with them, slept with them and talked to them,” he shares. “There is a twist that defines an inspirational collection. Anybody can make a black dress. It’s only a black dress, but your take defines it,” adds the 39-year-old designer.

Perwani claims that his style of working is ‘awami’ and that he does not shy away from socialising. Currently on a joy ride with his new store opening at Dolmen, he says, “The store is going to be very sexy. I love the idea — I am very excited about it. It will be a place where I can properly display all of my collection.”

Published in The Express Tribune, July 2^nd, 2013.

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