Fashion Pakistan comes India calling

New Delhi: The best of Pakistan`s fashion industry comprising big fashion houses and retailers of footwear, jewellery and highly coveted textiles and dress materials such as lawn fabrics among others are showcasing their products in a first ever lifestyle exhibition in India. Over 100 Pakistani top brands and designers from fashion textiles, jewellery, designer furniture and leather goods are showcasing their items at the four day exhibition that will conclude here on April 15.

This is a collaborative exhibition of Trade Development Authority of Pakistan (TDAP) and India Trade Promotion Organisation (ITPO). While big fashion houses from the neighbouring country are gung-ho about entering the Indian market with pret-wear to cater to local masses while looking forward to taking back designs and fabrics to sell back home, individual designers say their focus would be to solely showcase authentic Pakistani style.

Lahore-based group Safeem, one of the biggest fashion houses in Pakistan which retails garments, and readymades for children and working women plans to enter the Indian market with a dynamic product range of creative designer dress materials and ready to wear range. .

"The India fashion industry is rapidly growing, thereby offering Indian and foreign retailers a huge business opportunity. Owing to demand for Pakistani dress material in India and given the strong potential of this market, we are looking to significantly strengthen our presence in the country," Zain Aziz, International Business Head, Sefam told PTI.

"For our popular brand Bareeze, we are looking at both franchise model and brand stores to be available across more than 200 brand stores in Delhi, Mumbai, Chandigarh and Ludhiana by 2015," says Aziz. The group, he says, is also planning to set up an Indian Fashion house which would create products based on Indian fabrics and designs and sell it in Pakistan.

"Pakistani cuts and designs are very much liked by the Indian customers. I had a private fashion exhibit before the fair and all my clothes are sold out," says individual designer Goodu who goes by the label Suzan Khar. During the opening day Goodu says his designs were greeted with apprehension by customers to his stall.

"We have extremely long kurtas and some of the designs are not Indian enough but customers were delighted on the stunning results they got after trying out some outfits," says Goodu. Smaller fashion houses like Ensemble Pakistan re-sell designer brands like Sabyasacchi, Satya Paul, Tarun Tahiliani and others.

"The India fashion industry is rapidly growing, thereby offering Indian and foreign retailers a huge business opportunity. Owing to demand for Pakistani dress material in India and given the strong potential of this market, we are looking to significantly strengthen our presence in the country," Zain Aziz, International Business Head, Sefam told PTI.

"For our popular brand Bareeze, we are looking at both franchise model and brand stores to be available across more than 200 brand stores in Delhi, Mumbai, Chandigarh and Ludhiana by 2015," says Aziz. The group, he says, is also planning to set up an Indian Fashion house which would create products based on Indian fabrics and designs and sell it in Pakistan.

"Pakistani cuts and designs are very much liked by the Indian customers. I had a private fashion exhibit before the fair and all my clothes are sold out," says individual designer Goodu who goes by the label Suzan Khar. During the opening day Goodu says his designs were greeted with apprehension by customers to his stall.

"We have extremely long kurtas and some of the designs are not Indian enough but customers were delighted on the stunning results they got after trying out some outfits," says Goodu. Smaller fashion houses like Ensemble Pakistan re-sell designer brands like Sabyasacchi, Satya Paul, Tarun Tahiliani and others.