E-Paper
Foreign shows are trendy
Strutting their stuff abroad helps Indian designers find global exposure and most of them aspire to sell abroad.
When designer Varun Behl, 27, showcased his spring summer collection at the Milan Fashion Week 2003, he bagged orders from 45 boutiques in Italy. Today his label hangs next to Prada and Dolce & Gabbana in swanky stores including Tessabit in Como and Mantovani, Giorgio.
Many designers who design westernwear aspire to sell abroad. Fashion shows are the best way to create a buzz, says Behl. “You can’t go everywhere in the world. Milan guarantees you visibility. Also, the exposure to international styling helps you evolve.”
Rina Dhaka has more stamps on her passport than her contemporaries. “A fashion show offers great opportunity to put India on the fashion map,” says Dhaka.
Manish Arora participates in Who’s Next, an annual fashion extravaganza in Paris every year. “The stall is followed by a small showing. So, buyers get an idea of what you have to offer. These fashion shows are a boon for Indian designers. I got orders from Greece, Cannes, Athens and Amsterdam for my label Fish Fry,” says Arora.
Following his participation in the Milan Fashion Week last year, 13 stores in Italy retail Tarun Tahiliani’s label today. “It got me orders from New York too. Shows help a designer conquer new markets,” says Tarun.
Designer Suneet Varma recently strutted his stuff at the Italian Couture Week. Among others, the show was attended by Martha Marzotto of Fendi. “Where else can you get an audience like this?” says Varma.
Design house Satya Paul is participating in the Kenya Fashion Week in Nairobi. MD Sanjay Kapur says foreign exposure has helped him sell in the UK. And now, Malini Ramani, Rohit Bal and Tarun Tahiliani are in Moscow for the fledgling Russian fashion market at the India Fashion Weekend that began on July 16.
