Haute & sour, desi fashion for global ramp

Written by Ruchi Kapoor | New Delhi, Sep 29 | Updated: Sep 30 2007, 08:50am hrs
What do MSD & his men and our fashion designers have in common Nothing, one would say. The first lot plays the gentlemens game, the second sets the trend for young and old alike. Their DNA doesnt match or does it

Yes, it does.

If Team India takes the world by storm in the abbreviated version of cricket, the likes of Ritu Beri, Rohit Bal have set the ramp of world fashion on fire. Cricket or fashion, they just settle for the best.

And this years Paris Fashion Week, the biggest style extravaganza in the world, will again have an Indian touch. Two designers, Manish Arora and Anamika Khanna, are all set to showcase their Spring-Summer creations there.

According to Fashion Design Council of India director general Rathi Vinay Jha, Its a great recognition and achievement for our designers. Paris is called the mecca of fashion. Its a chance to develop enduring relationship with the buyers. I hope our designers will get good business.

Tapping the international market will, however, be a big challenge as there is a significant difference between domestic and international demand. The market abroad is quite big. If the launch is in right direction and targets right client then its not that difficult to sustain in the global market. The most important thing is to deliver consistently, said Arora.

But the task is not as easy as it sounds. Unlike Team India, designers lack money.

It is not only creativity that makes you famous. Consistent presence in the market is important and that requires money. Our designers have no government funding. They are not lagging due to lack of creativity but because of lack of funds, Jha said.

Khanna is, however, upbeat. The total expected cost for participating in Paris Fashion Week is Rs 1.5 crore. The expenditure incurred on creating a dress is about Rs 10,000-40,000. But we are expecting good number of business orders and hopes to cover the cost, she said.

According to Radhika Rastogi, owner of Boho London, We are not matching the international standards because of lack of funds and not talent. I feel the entry of MNC retail houses will be beneficial for designers as adequate funds will be available and the marketing and logistics can be taken care by them.