Already an established name back home, designer and businesswoman Mini Bindra’s Rubaaiyat has now crossed borders. Responsible for bringing almost 25 talented Pakistani designers to India, Bindra is the Franchise Owner, PFDC - The Boulevard (Pakistan Fashion Design Council), India, and recently launched Rubaiyaat’s first franchised standalone store in Lahore, Pakistan. Excerpts from an interview:
Tell me a little about launching the store in Lahore, the idea behind this move, and the reception and the clientele so far?
As an Indian brand, we are extremely proud to be launching our first ever store in Pakistan. My husband Deepinder Singh Bindra and I have always championed the belief and business of cross border fashion and to this end are already stocking a selection of Pakistan’s leading designers at the PFDC Delhi multi-label store, of which we are the official Delhi partners and owners. Rubaaiyat label has been franchised to a local Pakistani Partner. Bringing Rubaaiyat to Pakistan is an extension of this commitment to the accessibility of fashion between our two countries and it is because of the demand for our own label that we bring to Pakistan an entire store of our own. I really feel this collaboration between the Pakistan and Indian fashion business communities is becoming a launching pad for many more trade collaborations.
And the collection, Love for Gold? While designing for your flagship store, what were you looking to include in this collection?
In keeping with the subtle designs of the brand, my Love for Gold consists of delicate screen prints, embroideries and embellishments in shades of white, nude, beige, ochre, wheat, tan and fawn. Embedded in the East, the collection fuses traditional Indian needlework such as the Lucknowi chikankari and ari and zari embroidery with Banarsi brocade and block prints. The store currently stocks both pret and couture, while loose fabric and a capsule collection of waistcoats for men are also on sale.
The prêt wear is charming and affordable, available in a variety of fabrics ranging from cotton and karandi to raw silk and chiffon. The couture pieces featuring brocade ghararas paired with net dupattas and sequined cholis are on trend with crop tops being the rage this season. With the price range starting at 2500 rupees for brightly coloured, block printed tunics to over a lac for couture pieces, Rubaaiyat has something on offer for every income bracket. Interestingly enough, though designed in India, the clothing is manufactured locally in Pakistan. The material is mostly imported but fabric produced in Pakistan is also used in the collection.
The launch feels like it underlines the idea of coexistence, of similarities, between the neighbouring countries. Was this idea on your mind too, when you decided to launch the store? Do you see fashion as a medium of highlighting this point?
We have high hopes from our Pakistani patrons as over the past few years we have been getting significant number of orders for our bridal and prêt wear from Pakistan. We sincerely feel that there is a lot of potential and demand for Indian fashion here in Pakistan. As PFDC franchises in Delhi, India, we stock some of the leading names in the Pakistani fashion industry in India. Hence, we feel we understand the Pakistani taste for fashion. But having said that our main focus in going beyond what is already available in the market, providing our patrons with something new from across the border. This commonality is best reflected in the traditions and cultures of the two countries. Both countries have influenced each other’s clothing and fashion trends.
Are you looking at further collaboration with Pakistani fashion designers, or bringing indian designers to Pakistan via PFDC?
Having brought almost 25 designers from Pakistan to India and providing them a platform as high as PFDC we have put forward the best possible collaborations. Now in reciprocation to this as an Indian designer I feel there needs to be an active involvement by Pakistan Government to have Indian designers also participate in popular fashion weeks across Pakistan to further strengthen this collaboration and take it to the next level.
