Standing at a stall this tall plump guy somewhere from middle-east was like, Indian fashion loves to bling. Seemingly a buyer this guy was scanning every stall with microscopic precision. Well, bling and colors are very integral to Indian fashion, lending it an identity. Infact, it is what makes it loveable and saleable.
Like always, a fashion week glitters and goes away leaving behind appreciation, criticism, business and fortune for different people in various ways. Talking about the 14th edition of Wills Lifestyle India Fashion Week, then the story repeats itself this time either. Designers put their aesthetic best (along with assertive PR), whereas, buyers kept their astute best to garner the maximum out of this 5 days fashion fare.
With 141 designers with their creativity serving the visual feast, the business was happening silently at the lounges and not-so-glittering stalls. The buyers were being accosted, shown presentations and thrown big smiles to bend their ways. With more than ever buyers visiting this time from Middle East, Europe, Australia, Japan and US. The Japanese wing was comprised of Tomoko, Kenzi Yamashita and Mitsue Yamagishi. From Middle East there was Hiba Al- Ateequi, Rose Mary Harb, Zeevi and Wasim Al Sadat. The European buyers included Gallery Lafayette and Anthropologie amongst others. Indian buyers were all at forefront this time with the likes of Kimaya, Aza, Fuel, Evoluzione, Ensemble, Mumbaise, Bombay Electric and many more providing the business to the designers.
Hiba Al-Ateequi from Darusha, Kuwait loved the creations of Pankaj Nidhi, Reynu Tandon, Ashima Leena, Kavita Bhartia and Tanvi Kedia. It’s her 6 consecutive year in India and she says, “We love the colors which Indian designers play magnificently with. Back at home we like western cuts with Indian fusion and bit of embroidery here and there. And definitely colors are amazing. Personally, I love saree but we don’t wear it back home. A woman in saree seems like a floating butterfly. I would definitely love to wear it one day at all girls’ party.” And then grins adjusting her scarf.
Wasim Al Sadat from Saudi Arabia was quite a contrast to the warm and excited Hiba. He hastily puts, “I like being here at Delhi. It’s a good business platform where we get to see the oodles of talent. Back there in Saudi Arabia we prefer longer silhouettes in earthy tones.” On being inquired which designers he has placed orders with, Wasim said, “I liked Reynu Tandon and Koga by Jenjum and Jasleen.”
While sniffing buyers across the venue, I came across this lady from Israel whispering that the collection showcased by Manish and Sabyasachi are meant for Indian palette rather than Israelis. Wandering around I met with Daniel from Italy checking stalls. He liked Gaurav Jai Gupta and Prashant Verma amongst others.
The buyers take on Indian fashion doesn’t give a panoramic view until designers are not included – the ones who crafted and presented their creativity. Jenjum of Koga says, “I had some middle east and Indian buyers but no one from Japan and Europe. I was quite surprised by the type of clothes Middle-Eastern buyers buy. They buy most of my experimental pieces where Indian buyers go for more safe ones.” He adds further, “Houses like Sharaf, Mumbaise, Rocco, Philosphy, Fuel and Creo have shown interest in my designs. And lots of buyers have asked me to mail the lookbook so that they can discuss the designs with their teams.”
Accessory Designer Sameer Singh of Jakaal has his words, he says, “We had a lot of sellers instead of buyers. People with buyer tag but they were actually selling their space. The rest were mostly consignees. Overall there was just one or two stores who actually placed orders and we are in dialogue with them which we will get to know in the following week.” On being asked what buyers were looking for Sameer adds, “ Buyers were looking for shoes which are different from what is already on offer from Luxury brands. They like the same quality of finish and want to have shoes which are different in terms of designs, materials and colors. They also liked that our shoes are at a much lesser price than the luxury brands already present in India.”
