Three decades ago we ago we were nowhere on the fashion map of the world. Today Pakistan fashion industry has shown its potential of making inroads into the international fashion arena. We are now part of the global village that the world has fast turned into. Our local brands now command international appeal and are competing with other international brands. Though our brands and products are meant for the people of sub-continent but the day seems to be not far when we will be catering to native populations of other countries. Our innovative fashion designers are well aware of international trends. However, they fuse in their designs the rich cultural and heritage patterns bringing out something unique and attractive, which we can safely call Pakistani fashion.
Pakistan fashion industry did not make this progress. The foundation of this industry was laid by great people like Nilofer Shahid and Mahin Khan and by brands like TeeJays. Two decades ago both Deepak Perwani and Hassan Shehryar Yasin (HSY) started their journey in the fashion industry. Both could be called the new face of Pakistan fashion industry. Not because both have completed two decades in the industry but because both are success stories and an inspiration for the young designers. There is a long list of designers who have contributed so much in making this sector a real industry that we all are proud of today. Sunday Plus got in touch with some of them for their comments about the fashion industry going global at last.
Deepak remembers the time when he started his career in the fashion industry. “It was the era of PTV. Then NTM came and after that other channels. There was no internet and people had no accessibility to fashion. There were not many fashion shows and no fashion weeks. Now we are part of the global village. You can see the whole collection by clicking on a button. Whether your clients are in New York, Paris, London, Okara, Peshawar or Delhi they all have access to your fashion product.
“Pakistan today is making value added garments. It is not just the ghararas it is the western wear too, like jeans with embellishments are being exported. As far as business and retail is concerned the scenario has changed for good.
“The biggest problem in Pakistan is that nobody ever comes on a collective front to do anything together. We do not celebrate our heroes. It is important to respect them. Private sector people have done so much for Pakistan. When I look at myself I used to go abroad to Paris, Milan, New York, London and Hong Kong. They knew nothing about us. The image we project has always been so negative. Culturally the designers are all brand ambassadors promoting Pakistan abroad.
“Overall it is the private sector that has been doing everything. It is Gul Ahmed, Al Karam, Nishaat, Khaadi and Origins. These are the brands that have gone abroad. They have stores in Abu Dhabi, Dubai and London. These stores bring in the true identity of the country. People walk in their stores and amazed to see what is being made in Pakistan.
“It is high time we now look at a larger picture. It does not matter who got the order but the thing should be that the order should be placed for Pakistan. That should be our approach in the fashion industry,” Deepak maintained.
HSY lovingly called Sheru is another powerhous of our fashion industry. He has excelled both as choreographer and fashion designers. All the shows that he directs are no doubt a treat to watch. What started out as bridal and formal wear couture today the label HSY is recognised across the globe and he has won a lot of international acclaim. said working internationally was important. “It is not just good for your design label but also important because it is learning process. A single location brings its own experience and you learn new things and design philosophies. It is also good for the marketing as well. We started from the Dubai Fashion Week and now we participate in various events in the fashion capitals of the world. The process of learning and innovation never ends in the fashion industry.
“Pakistan fashion industry has huge potential of being a global player. PFDC changed the scenario. When it began only two to three people wanted to join. Now look up at the line up of designers. It is amazing and fantastic they way things have moved. It was the fashion weeks that brought the change. Earlier a designer would make a collection and then keep it for sometimes for years. Now with every season they have to come up with new innovative ideas and energy to create something different. That changed the situation and it also brought in discipline for designers. Discipline is very important for any industry if it wants growth in the right direction.
“Khaadi and other brands made it to the international markets. It was all due to the platform that we had set in due to the holding of fashion weeks and other events. I believe we should be true to our own form and designs. It is all about mixing and blending. What we are doing no one else can and we should be proud of the fact. Pakistani fashion is certainly going places and we are happy with the developments,” HSY was of the view.
Amir Adnan is credited for bringing Pakistan’s first international meanswear. He is heading the largest enterprise of designer clothing in Pakistan. In 1992 he designed his first range of Italic jeans that is conventional denims that was block printed. The same year he brought new couture neckties that changed the necktie style in the country.
Talking about Pakistani fashion going global Amir Adnan said it was already on the roll. “We are definately moving in the right direction. People approach us online but mostly buy either themselves by visiting our stores and outlets or their friends and relatives visiting UAE and Pakistan buy it for them. I have a store in Dubai that I am running for nine years and we are doing well.
“Our clientele mostly are expats from Pakistan and India. But as I said we are on the roll and eventually it is going to happen when our clothes will be taken by native populations of different countries. It is all about adapting our designs to their requirements. The whole thing is under process and I personally believe we are on the verge of striking the international market in a big way,” Amir Adnan said.
Maria B is one of the most talented and internationally recognised designers of Pakistan. Her extraordinary designs helped her hit the international market. Maria B’s fashion house is the largest manufacturer and retailer of women’s fashion garments with a huge clientele in Pakistan and many other countries. “My company is exporting for the last 15 years. I opened Maria B store in London in 2003. Since then there has been no looking back. Our presence is there on a massive scale in UK, US, UAE and in Jeddah. Maria B lawn is manufacture in India and our presence is there in 25 cities. We are catering to the international clientele and it will hopefully grow in the coming years,” Maria said.
About the Pakistani fashion that already has hit international markets aiming to cater to people other than expatriates, Maria said no Pakistani company has till now worked in that direction. “It is possible. It all depends on the vision of the company. At the moment we do no have that plan but we may bring in international product line that would attract people other than just expatriates from Pakistan and India,” Maria was of the view.
Kamiar Rokni with his cousin Tia Noon
About the Pakistani fashion that already has hit international markets aiming to cater to people other than expatriates, Maria said no Pakistani company has till now worked in that direction. “It is possible. It all depends on the vision of the company. At the moment we do no have that plan but we may bring in international product line that would attract people other than just expatriates from Pakistan and India,” Maria was of the view.
Kamiar Rokni with his cousin Tia Noon
About the Pakistani fashion that already has hit international markets aiming to cater to people other than expatriates, Maria said no Pakistani company has till now worked in that direction. “It is possible. It all depends on the vision of the company. At the moment we do no have that plan but we may bring in international product line that would attract people other than just expatriates from Pakistan and India,” Maria was of the view.
Kamiar Rokni with his cousin Tia Noon
About the Pakistani fashion that already has hit international markets aiming to cater to people other than expatriates, Maria said no Pakistani company has till now worked in that direction. “It is possible. It all depends on the vision of the company. At the moment we do no have that plan but we may bring in international product line that would attract people other than just expatriates from Pakistan and India,” Maria was of the view.
Kamiar Rokni with his cousin Tia Noon
About the Pakistani fashion that already has hit international markets aiming to cater to people other than expatriates, Maria said no Pakistani company has till now worked in that direction. “It is possible. It all depends on the vision of the company. At the moment we do no have that plan but we may bring in international product line that would attract people other than just expatriates from Pakistan and India,” Maria was of the view.
Kamiar Rokni with his cousin Tia Noon
