Pakistan Information & News

The stage is being set for a drama of the visual senses as Vogue, the bible of fashion, unfolds its first issue in India against the art deco Umaid Bhawan Palace here Saturday. The scale of the event seems like a Hollywood production. Paola Ricotti, a creative director, has been brought in from Milan. The talented Sumant Jaikrishnan, a production designer, will work on enhancing an already imposing palace. His brief: use simplicity and style for Vogue’s debut. And event manager Vandana Mohan will deftly manage the mayhem with her team backstage to bring in guests from Delhi and Mumbai on charter flights. Three hundred chosen guests will act their part for the Vogue soiree. So, what’s in store this weekend? A retrospective of Ferragamo’s Maharani collection from their museum in Florence, a fashion event where 25 of the best of the Indian crop of designers display their best creations with collections from Valentino, Marc Jacobs and Galliano. And there’ll be an after-party at the “baradari”, a large expanse overlooking the historic Mehrangarh Fort. India has always been inspiration for couture designs from Versace, Hermes and Dior. Now it offers the perfect backdrop and a ready market for a revivalist luxury in princely grandeur. A FICCI study on “Luxury goods and the Indian consumer” has pegged the market at $500 million — and growing each year. This debut is distinct,” said Alex Kuruvilla, managing director of Conde Nast India, which has brought Vogue to India and intends to bring in many more titles. A very special, exclusive event will launch the Indian edition of Vogue. The launch will befit the status of ‘fashion bible’ that Vogue enjoys and showcase India’s royal heritage and Vogue fashion-forward modernity,” he maintained. I think that for a long time Vogue was a bit of an elusive dream for the Indian woman. Now, as the launch nears, it feels surreal,” said Priya Tanna of Vogue India from her office in Mumbai. Designer Ritu Kumar, the doyen of the Indian textile tradition, justified this. September is when our Indian designers are at a crucial period for deliveries, sort of in between the pre-wedding season and the new spring/summer collections,” she maintained. In India we typically have a fashion calendar different from the west; you could call this our pre-spring and wedding line,” said Kumar, who sits on the board of Fashion Design Council of India (FDCI). She’s giving the Vogue launch a skip and heading for New York to promote “Brand India and Indianess in Fashion.  Vogue India will bring the best of Indian and international fashion integrated to present a holistic vision of what fashion means to India and to the world at large,” Tanna said. The Indian fashion industry is an indigenous market with a strong global sensibility. India is a part of this global village and stands as one of the fastest emerging markets in the world. To satiate demands of the discerning Indian reader, Vogue India will decode trends from a Marc Jacobs show to highlighting trends in Bollywood movies, thus making it relevant for the Indian reader.

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