Two much fashion?

“Oh God!” is designer Vikram Phadnis’ instant reaction. The designer showcased his embellished,very Bollywoodish lehenga-cholis at both the previous fashion weeks. His shows recorded the highest attendance and Puneites vied for the front row seats. And yet,he shrinks away from the idea of two kinds of fashion weeks taking place in the city in one year. “I currently retail at Iris,Koregaon Park,and after PFW,my collection received a much better response from Pune buyers. The shows made a huge difference to visibility and exposure. And in terms of business,it did generate a small percentage of sales,” he says. “But,I really feel the city should stick to just one fashion week in a year. More than that is just an overdose.”

In November,the PFW boasted of designers like Rocky S,Vikram Phadnis,Satya Paul,Nandita Mahtani,Raakesh Agarwal,Mandira Wirk,Surily Goel,Malini Agarwala and Pune’s Nivedita Saboo,Seema Singh and Deepak Shah. “The goal is to get Pune on the national fashion map,” were Badal Saboo’s (MD,PFW) words. Saboo had also announced that a Spring/Summer PFW would be held in Feb/March 2011. However,this edition has been cancelled and the organisers are sticking to the once-a-year format. Designer Shaina NC,who showcased at round one of PFW,hails this as a wise decision. “See,Pune needs a fashion week where designers from across the country participate along with city-based designers. Puneites are very clued into fashion,they know latest designs,they travel. Plus,the city boasts of new money. So,a fashion week will work for the designers provided it’s held only once a year as the city is still small,” she says. For her,the city’s fashion week is only about generating awareness among buyers. “There’s no question of depending on a city-centric fashion week for business. It never happens,” she says. “And if there’s no business,it doesn’t make sense to have more than one fashion week,” Saboo says,adding,”Pune is becoming the preferred destination for a luxury market,but it still needs to mature. No city can take two fashion weeks until they generate enough business for the designers,the models,and the hair-make-up artistes.”

Designer Anita Dongre too supports this view. In a recent interview to Talk ,she termed the city fashion weeks as ‘fashion shows’. “Fashion weeks are about the business of fashion and not mere visibility,” she says. “The Pune Fashion Week will bring fashion into the city,but it won’t generate business.”

So,if they don’t generate business,why are some designers like Aslam Khan and Parvesh-Jai willingly showcasing at the upcoming PIFW? Sajid of Jazzmatazz Events,that is organising PIFW,reasons,“Designers churn out more than one collection a year,so why not bring those to the city? If other cities can have Couture Weeks,Bridal Weeks,why can’t we have a Pune International Fashion Week? The designers are different and their designs will be new to the city. We shouldn’t restrict ourselves; instead,these multiple fashion weeks will turn the city into a fashion hub.”