Fashion beyond borders: Shehla Chatoor showcases in New Delhi
Designer feels the people of Delhi are more appreciative of Pakistani fashion than the rest of India.
Capsule collection included bridal, Eastern luxury prêt, saris and Western outfits. PHOTOS: PUBLICITY
KARACHI:
After making her presence felt at the Bridal Asia week in India 10 years ago, designer Shehla Chatoor has traveled across the border again — this time flying solo. Chatoor’s showcase was held at multi-brand store PFDC-The Boulevard in New Delhi on December 14, after she gave in to repeated requests from the owner of PFDC, entrepreneur Mini Bindra.
“Mini approached me to do an event in Delhi even before the store had opened. We have been in touch since then. However, I was always extremely busy with local demands but then finally, her persistence paid off and we started discussing the event,” says Chatoor.
Her capsule collection for the show included her bridal wear, Eastern luxury prêt range, saris and even some Western fusion outfits, which were adorned by top Indian models including Sonalika Sahay, Carol Gracias, Indrani Dasgupta and Krishna. Chatoor emphasises that with this collection, she wanted to give Delhiites “a complete Shehla experience, something to tantalise their fashion senses.”
Chatoor’s work is known to have a certain class to it, and she maintained that signature elegance in her collection for the exclusive PFDC showcase. The bridal wear consisted of intricate antique embroidery, mukesh work, zardozi, garra and Kashmiri handwork, whereas her luxury prêt collection consisted of shorter-length shirts, enhanced with marori and Kashmiri work and printed cigarette pants made in-house. Her Western wear, she says, was a “mall collection of contemporary cocktail wear, comprising jumpsuits, capes and dresses, which translate easily from daywear to cocktails and even red carpet events.”
Chatoor explains why she chose Delhi for her sophomore showcase in the Indian market. “I had tested the Delhi market with Bridal Asia in 2003 and I also have old clients based in Delhi. I feel Delhiities are more receptive and appreciative of Pakistani fashion than other parts of India.” It appears that Chatoor is right about the opinion she holds, as her showcase was met with an overwhelming response from Indian buyers, selling out completely.
“I did expect a good turnout, but it was much better than I expected. The exhibition clothes were sold out and we booked a lot of bridals and luxury pret. The big surprise was that I booked a lot of saris. They loved my prints and the intricacy of the craft,” she says. “Embellishments over here are heavier, so they were stunned with how clean and delicate my work is. The audience was generally amazed at the versatility of my brand, as I showcased bridals, trousseau, luxury prêt and Western wear.”
Talking about the difference between Pakistani and Indian fashionistas, Chatoor says, “Women from both sides love clothes equally, but in India the trend is that women generally wear Western clothes during the day, unlike Pakistan, where women wear Eastern regardless. I feel Indian women reserve Eastern outfits like lehengas, saris, anarkalis and shalwar kameez for religious celebrations or wedding events.”
Delhi has been very welcoming to Chatoor’s bold and elegant creations, and she says there is a lot that she will hold close to her heart about the experience. “[I will be taking back] lots of warmth, remarkable Indian hospitality, some great customers, creative Indian handicrafts and lots of yummy kaju barfi. I just wish I had more time to shop!”
Published in The Express Tribune, December 17th, 2013.
After making her presence felt at the Bridal Asia week in India 10 years ago, designer Shehla Chatoor has traveled across the border again — this time flying solo. Chatoor’s showcase was held at multi-brand store PFDC-The Boulevard in New Delhi on December 14, after she gave in to repeated requests from the owner of PFDC, entrepreneur Mini Bindra.
“Mini approached me to do an event in Delhi even before the store had opened. We have been in touch since then. However, I was always extremely busy with local demands but then finally, her persistence paid off and we started discussing the event,” says Chatoor.
Her capsule collection for the show included her bridal wear, Eastern luxury prêt range, saris and even some Western fusion outfits, which were adorned by top Indian models including Sonalika Sahay, Carol Gracias, Indrani Dasgupta and Krishna. Chatoor emphasises that with this collection, she wanted to give Delhiites “a complete Shehla experience, something to tantalise their fashion senses.”
Chatoor’s work is known to have a certain class to it, and she maintained that signature elegance in her collection for the exclusive PFDC showcase. The bridal wear consisted of intricate antique embroidery, mukesh work, zardozi, garra and Kashmiri handwork, whereas her luxury prêt collection consisted of shorter-length shirts, enhanced with marori and Kashmiri work and printed cigarette pants made in-house. Her Western wear, she says, was a “mall collection of contemporary cocktail wear, comprising jumpsuits, capes and dresses, which translate easily from daywear to cocktails and even red carpet events.”
Chatoor explains why she chose Delhi for her sophomore showcase in the Indian market. “I had tested the Delhi market with Bridal Asia in 2003 and I also have old clients based in Delhi. I feel Delhiities are more receptive and appreciative of Pakistani fashion than other parts of India.” It appears that Chatoor is right about the opinion she holds, as her showcase was met with an overwhelming response from Indian buyers, selling out completely.
“I did expect a good turnout, but it was much better than I expected. The exhibition clothes were sold out and we booked a lot of bridals and luxury pret. The big surprise was that I booked a lot of saris. They loved my prints and the intricacy of the craft,” she says. “Embellishments over here are heavier, so they were stunned with how clean and delicate my work is. The audience was generally amazed at the versatility of my brand, as I showcased bridals, trousseau, luxury prêt and Western wear.”
Talking about the difference between Pakistani and Indian fashionistas, Chatoor says, “Women from both sides love clothes equally, but in India the trend is that women generally wear Western clothes during the day, unlike Pakistan, where women wear Eastern regardless. I feel Indian women reserve Eastern outfits like lehengas, saris, anarkalis and shalwar kameez for religious celebrations or wedding events.”
Delhi has been very welcoming to Chatoor’s bold and elegant creations, and she says there is a lot that she will hold close to her heart about the experience. “[I will be taking back] lots of warmth, remarkable Indian hospitality, some great customers, creative Indian handicrafts and lots of yummy kaju barfi. I just wish I had more time to shop!”
Published in The Express Tribune, December 17th, 2013.