Deepak Perwani's is one designer who is almost always in the news and for all the right reasons, may they be an exciting new line or the fashion fundraiser he participated in recently in Washington. Only weeks before he once again flies offshore, this time to participate in Milan Fashion Week, Instep talks to Deepak about his plans for the future, battling the recession and what we can expect from Karachi Fashion Week next month…
Instep: This is a busy time of the year for you. Tell us about the Washington show.
Deepak Perwani: The show took place on August 15, but it was basically to commemorate Pakistan's independence. It was organized by the American Human Development Foundation, a charity headed by Dr Nasim Ashraf, who used to chair the Pakistan Cricket Board. The show raised money for the internally displaced people of Swat.
The event was an overall success and the audience was amazing. The clothes I showed were part of my Independence Day collection and had a very Pakistani aura to them. They included angarkhas and peshwaz.
Instep: You are also participating in Milan Fashion Week later this month. How did that happen?
 DP: I submitted my portfolio for Milan Fashion Week about a year and a half ago and this time, Maheen Khan and I got selected. The fashion week will be from September 23-30. The collection I am planning to show is sleek, minimal and very colorful, since it is meant for Spring/Summer 2010. I didn't see any point to designing completely Western clothes since they will be nothing new for the buyers at Milan. My clothes follow the 'D philosophy' - they have a Western silhouette but an Eastern look to them. I've drawn inspiration from traditional Pakistani elements like truck art and dastarkhwans. I think that this is what will make them stand out.
Instep: How do you think Milan will benefit you as a designer?
DP: This is the first time Pakistani designers will be showing in Milan. That's quite an achievement for Pakistani fashion on the whole. Personally, I think Milan will improve my standing in the international fashion scene due to the greater media coverage and international exposure.
Instep: Will your participation in Milan lead to expansion in Pakistan?
DP: I am hoping it will. Currently, I am expanding my menswear and planning a new outlet that will house all my different lines.
Instep: You are also actively involved in Karachi Fashion Week. How different will this year be from the last?
 DP: This time around, it looks like KFW will be bigger, better, wiser and much more interesting. The event is going to be covered by the international media and buyers from all over the world are invited, though their presence depends on the country's situation at the time.
Still, the media coverage is slowly and steadily moving Pakistani fashion forward from the backwaters of oblivion towards worldwide recognition. I remember the first KFW was mentioned in the New York Times. Hitherto, most of the West had had no idea that fashion even existed in Pakistan!
Also, these fashion weeks help designers who are just starting out and need media coverage in order to garner clients. Some of these designers can't afford to orchestrate their own fashion shows and events like KFW provide them with a platform to showcase their clothes.
Instep: And what collection will you be showing at KFW?
DP: It will be the same collection that I am showing in Milan, with a few changes here and there so that the outfits are less risqué and more acceptable in Pakistan. I'll be back from Milan in early October and KFW is in mid-October. There isn't any time to put together an entirely new collection.
Instep: How is retail business during the recession?
DP: I think the whole world has suffered due to the recession. So many international designers have gone bankrupt. In Pakistan, though, a lot of designers didn't have to suffer through the crunch thanks to the ever-in-demand bridal business. Even if money is low, people still have to get married and need their heavily embellished bridal joras. Bridals bring in money in big chunks for designers.
As for me, I don't design bridal wear - I find it boring. Luckily, I am the kind of horse that only runs harder when the going gets tough. Business is good. I haven't had to shut down any outlets or cut back prices. I do design groomswear and I think that helps. Even when profits from retail are low the money brought in through groomswear makes up for it.
– Deepak Perwani was talking to Maliha Rehman. |
