T-Diaries: Pomme Gohar

A glimpse into the world of Pakistani powerhouses

What attracted you to fashion choreography?

I always found fashion exciting. I was the first Pakistani girl to model in Paris and have also worked as the fashion editor for SHE Magazine for five years. Therefore, I got a lot of exposure. The art of fashion choreography adds to the designs on the ramp and makes the presentation more exhilarating.

What is the most important thing you keep in mind before choreographing for a show or event?

The most important thing when you choreograph is the content.You try to work around the theme and give the client what they are looking for, whether it’s glamour, excitement or drama.We take pride in showing off our client’s vision and turning moments into memories.

What inspired you to enter the field of creative direction?

I entered the field of creative art direction after I returned to Pakistan and set up my event-design company, Phenomena. There was tremendous scope for a creative agency as Pakistani lifestyle circles around glamour, events, weddings and charity galas. There is a boom in the entertainment industry where fashion shows, art exhibits and musicals are happening all the time and therefore Phenomena can showcase its creative work in various fields.

What’s the hardest part about working in the industry?

The hardest part of being in this industry is that there are so many diverse groups and most people patronise their cliques. This is a creative industry and everyone should be able to work with each other. Ideas and thoughts should flow collaboratively, without any boundaries.

You have worked with an impressive roster of celebrities. Is there anyone you would like to work with in the future?

I have been blessed to have worked with the best in the business, be it art or fashion. I have worked with Madame Carven in Paris and recently had the pleasure of working at Mercedes Benz Fashion Week in New York. I haven’t had a chance to work across the border though and considering there are so many cinema collaborations, it would be great to explore India.

Considering that you are CEO of Phenomena, a design agency, do you think women of power are taken seriously in our society?

Times have changed and women are taken more seriously. In most fields, we have them in the leading positions. The journey to the top is hard and at times, society can be very sexist but you have to work around that and prove you are as good as your male counterparts. Pakistani women have shown how they can balance the home and work successfully.

Any advice to young women aspiring to enter the fashion industry?

My advice to young women entering fashion, art or design is that there is no shortcut to success —  you will have to work hard! In a creative field, it is a positive mind that brings great ideas to life.

Pomme Gohar

Fashion choreographer and CEO of Phenomena 

Published in The Express Tribune, Ms T, August 9^th, 2015.