PFDC-The Boulevard to take online route for expansion in India

Updated on : Apr 20,2015   5:28 pm

Lahore, April 20 (IANS) The Pakistan Fashion Design Council (PFDC) plans to expand their PFDC-The Boulevard franchise in India through the online medium, says Sehyr Saigol, the chairperson of the fashion council.

PFDC is currently hosting the eighth edition of Sunsilk Fashion Week in Lahore and when this IANS correspondent got a chance to meet the super savvy head of the fashion body in the country, a discussion was bound to happen on the expansion plans in India.

"No," she said emphatically at first, but added that the offer has to come from India.

"We want partners and franchise that we can give to (for expansion). I think till the time trade won't start with our country, it's difficult... Some of the factors are tax structures, and we can't directly send it to the store. We have to go through Dubai."

The council expanded their PFDC-The Boulevard franchise to India after opening stores in Lahore, where not just PFDC affiliated designers, but names like Rizwan Beyg, Sana Safinaz and Ayesha Hashwani have their creations for retail as well.

In India, there is just one PFDC-The Boulevard outlet. Located in New Delhi, where it opened in 2012, it provides the perfect medium for local designers to present the Pakistani aesthetic to Indian fashionistas.

And now Saigol says that they are planning to reach Indian patrons through online medium.

"We have got someone from Chandigarh who wants to sell our stuff online, so let us see," she said.

The chief, who is originally from Kolkata but shifted to Pakistan after her marriage, also says that Pakistani women have come of age when it comes to styling and dressing. She feels that "they have an eye for best things" and this is what makes them different.

"In Pakistan, I think there is lot of emphasis on how women look and they are very aware of that. Grace naturally comes to Pakistani women. I came from India, but shifted here after I got married and I know the whole of India."

"Also I feel In India, the mindset is traditionally different. You are a sari-wearing nation and you know how a blouse has to fit. We don't know how to make a sari blouse and you don't know how to make a shalwar. It's like that," she added.

As of now, fashion is in focus in this Pakistan city, where the four-day PSFW 2015 started on April 18, and will end on April 21.

The event has brands in three different categories. The luxury/pret collections have designers like Fahad Hussayn, HSY, Huma & Amir Adnan, Misha Lakhani, Muse, Natasha Kamal, Nickie Nina, Nida Azwer Atelier, Republic by Omar Farooq, Saira*Shakira, Sana Safinaz, Sania Maskatiya, Syeda Amera, Teena by Hina Butt, Zara Shahjahan and Zonia Anwaar on board.

The high street shows have names like Hassan Riaz, BeechTree, Chinyere, Erum Khan, Generation, House of Arsalan Iqbal, Rayya Gilani and Shirin Hassan, highlighting contemporary affordable ready-to-wear apparel. And the textile day features shows by brands like Alkaram Studio, Gul Ahmed, Harmony, House of Ittehad, Shubinak and Warda Prints.

(The writer's trip is at the invitation of the Pakistan Fashion Design Council. Nivedita can be contacted at nivedita.s@ians.in.)