FASHION Some of the best designers in the country are showing their collections at the first Vizag Fashion Week. Jaideep Deo Bhanj soaks in the buzz surrounding the event
If you bought your baby clothes from Living Dolls, your school uniform from Hirawats, your shoes from Rehin and Sons, and party wear from Auro Dresses, and if you spent hours trying out every tailor in town after buying material from Chellarams, you belong to a generation that appreciates how much Vizag has grown when it comes to fashion. With almost every retail brand setting up shop in the city, youngsters are able to keep up with global trends. It has also grown to be a Mecca for wedding shoppers with its fine range of saris and jewellery.
Recognizing this trend, Storm Fashion Company is organizing the first Vizag Fashion Week from February 1.
Designers Rocky S., Shravan Kumar, James Ferreira, Riyaz and Reshma Gangji, Jules Idi Amin Vergese, MONAPALI, and Jatin Kochhar are going to give the audience a glimpse into what’s making headlines this season. Stars like Rana Daggubati, Karishma Kotak, Zeenat Aman and Meera Chopra will be the showstoppers.
Gaurav Sharma of Storm says, “Vizag is getting popular as a beach resort destination across the world not just for holidays but for weddings as well. We are going to showcase designs that are very wearable in the city. The themes, colours, and styles have been conceptualized keeping the local audience in mind.” The city is growing and has a cosmopolitan crowd that can now afford high-end fashion. What needs to be done is to educate and build taste, he adds. The organisers hope that such an event will provide a platform for local designers and models to be groomed. The event will be hosted by The Park Hotel in keeping with its highlighting of resort collections. The hotel has been at the forefront in promoting the city as a wedding destination and has become know for bringing the best in fashion and music to the city. The organizers also plan to have some known personalities from the city walk the ramp.
Designers these days are not only designing for weddings, films and celebrities. Jatin Kochhar, for example, has a long list of corporate clients. He has designed uniforms for hotel employees, school children, flight attendants and even the Haryana State police. Corporates have definitely woken up to the benefits of having well-dressed employees. This opens up opportunities for designers who are looking for a modest beginning.
Prita Dahwan, a fashion and design consultant in the city who has studied at NIFT, says she is looking forward to seeing the resort wear, which is perfect for the weather in Vizag. She says, “Today, the Vizag consumer market has demand and purchasing power backed by desire and willingness to spend. It is showing a big leap in demand for high-fashion products. But only if this would be met with enough choice and availability of the right products.”
“I feel The Vizag Fashion Week, being the first of its kind, will do a great deal of good in bridging this gap in Vizag. By providing a good insight into what the Indian fashion industry has to offer and bringing with it a great deal of awareness, exposure and a platform for great apparel, it’s going to be a catalyst in opening up the market,” she adds.
Sameera Kancharla, also a NIFT graduate, runs a design studio, Ayati, in the city. She feels the fashion week offers a much-needed opportunity for young local designers who presently get business only by word-of-mouth. “If we get to showcase our designs along with the big names in the industry it will be a big help to us,” she says. Unfortunately, this year there were no local designers who had enough material to display at a half-hour event.
Hopefully, by the second edition next year local talent will have a spot in the limelight and our designers can show their collections at fashion weeks across the country.