Couture Ties in Knots

For Imrana Khera,the timing couldnt have been any better. Close on the heels of Pakistan President Asif Ali Zardaris India visit,which paved the way for better relations between the two nations,Khera a Pakistani married to an Indian and now living in Mumbai is gearing up for the first outing of her venture,called Grand Trunk Road.

For Imrana Khera,the timing couldnt have been any better. Close on the heels of Pakistan President Asif Ali Zardaris India visit,which paved the way for better relations between the two nations,Khera a Pakistani married to an Indian and now living in Mumbai is gearing up for the first outing of her venture,called Grand Trunk Road. The show features formal wear by several Pakistani designers including Sania Maskatiya,Mehdi,Nayna and Zainab Sajid. The shows name takes from the historic GT Road that connects South Asia since the aim is to facilitate fashion without borders giving people access to beautiful ensemble from different countries, she explains. It will take place from April 13-15 at the Mumbai store,Anemos.

According to her,there is a demand for Pakistani couture in India. Right from the bridal trousseaus to formal wear,a lot of people would enquire about my Pakistani ensemble, she says,citing this as a reason for holding this upcoming show. However,Pakistani trunk shows and exhibitions have been popular for a while now,and giving a fillip to these initiatives is the first-ever Lifestyle Pakistan exhibition,scheduled to take place at Pragati Maidan from April 12-15. It will showcase a range of products from couture and prêt,home textiles,designer furniture and leather accessories to handicrafts and even food items.

Pakistani designer Honey Waqar who is doing the finale show on April 13 for Lifestyle Pakistan vouches for the rising popularity of Pakistani designers in India. I have been showing in India almost every year since 2005. Over the years,my market in India has grown rapidly and I am now looking forward to showing my Maharani Kohinoor line, says Waqar,who was signed on by her government as the Pakistani fashion ambassador to India,back in 2009.

However,everything is not hunky dory when it comes to retailing Pakistani creations in India. Our presence in the Indian market is limited to trunk shows and exhibitions, says Maskatiya,a well-known Pakistani designer,adding,It all boils down to the Indo-Pak relations. With the trade norms yet to ease off,sending across goods to India is an uphill task.

Waqar echoes the sentiment. I get many enquiries from stores but it is mainly for the trunk shows. The retailers dont place any consignment orders, she notes. On their part,the retailers concur that prohibitive trade norms are stopping them from forging a stronger association with Pakistans sartorial talent.

Pradeep Hiranis Kimaya store in Dubai,for instance,stocks a fair mix of Indian and Pakistani designers but the latter are off his chart as far as the stores Indian branches are concerned. Ogaans Kavita Bhartia,who has worked with several Pakistani designers,too confesses that the Indo-Pak collaboration in fashion is on a small scale. Trunk shows are the ideal way to test the market and a lot easier to manage. Looking at a long term association is far more complicated, she says.

For Mumbai designer store Atosas co-owner Azmina Rahimtoola,Pakistan is a home away from home. She has a lot of relatives there,and yet she hasnt ordered a full consignment from any of her favourite Pakistani designers,including Sana Safinaz. Some of their creations,made of chiffon,georgette and lawn fabric,are just exquisite. But the import duty on such goods shoots up their prices,making it unfeasible for us to sell them in India. Also,replenishing the stock becomes a big issue; the logistics involved and the uncertainty surrounding the delivery of goods act as major deterrents, she reasons.

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