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Posted on Sep 20, 07:00PM | IANS
It's long kurtas with ghararas and shararas, and colours like black, white and cream, unheard in the Indian bridal wear lines, which Pakistani designers are set to offer to the couture bridal market of the country, through the newly opened PFDC - The Boulevard, a one-stop shop for designer wear from across the border.
PFDC (Pakistan Fashion Design Council) - The Boulevard houses designs by as many as 18 designers from the neighbouring country. It will offer a wider range than what's already available in the Indian market, says Mini Bindra, the brainchild behind bringing PFDC to India.
"PFDC is bringing a wide range of designs, cuts, embroidery, colours from which the Indian consumers can choose. We are hoping for a positive response as the Indian consumers will be getting a variety of products to choose from," Bindra told IANS on the sidelines of the launch of the store here Thursday.
"The Pakistani cuts, colours and styling is very different from what we see here in India. For example, they use a lots of ecru and cream in their bridals, which we don't get to see here in India.
"This would give a variety to choose from, for our Indian customers. These designs would add another new concept to their wardrobe. Saris are always in vogue in India, whereas Pakistani fusion salwar-kurta is relevant for anywhere in the world. The switch can be a starting point I feel," she added.
Popular Pakistani labels including Karma, Libas, Kamiar Rokni, Hassan Sheheryar Yasin (HSY), Elan Design House, Sana Safinaz, Asifa Nabeel, Sonia Azhar, Fahad Hussayn, Nickie Nina, Iman Ahmed (Body Focus Museum), Nida Azwer, Ayesha Hashwani, Feeha Jamshed, Umar Sayeed, Rizwan Beyg, Layla Chatoor and Nasreen Shaikh, will retail their creations through the store, situated in South Extension market here.
Sehyr Saigol, chairperson, PFDC, says the idea of opening the first such store here came naturally to them as India and Pakistan share same culture and history.
"We have a commonality between India and Pakistan in terms of our spoken language, culture, history and heritage. So there is a huge interest in each other.
"Although some of our designers have already explored the markets in India, we at PFDC are here to formalise the business of fashion with the opening of our franchise in New Delhi," Saigol told IANS.
Spread in an area of 5,500 sq ft, the store personifies a classic and modern approach with interiors designed to highlight Pakistani culture. From extraordinary flower vases to larger then life chandeliers, the store has everything that an art enthusiast will look for.
The designs displayed are mix of modern and contemporary clothes with hints of Islamic hints and patterns.
Aneela Shah, the representative of brand Elan, says such initiatives will definitely help in bringing the two countries together.
"I always felt that people-to-people interactions and this sort of an initiative will always make us closer. We have always been very interested in each other's work as we share the same niche," Shah told IANS.
The collection at design store starts from Rs 10,000 and goes up to Rs.10 lakh.