May 11, 2006

The idea behind the fashion designers directory is to organise the scattered fashion industry in Pakistan which remains inaccessible for the consumers and the textile manufacturers

The Pakistani fashion scene is coming of age. With fashion schools, fancy boutiques and a television channel solely devoted to fashion, the indigenous designers are finally getting on the same footing as their foreign counterparts. The latest development on the fashion frontiers has been the launching of Pakistan’s Fashion Designers Directory. The 164-page directory holds contact numbers and addresses of around 800 fashion designers and their outlets.

Speaking at the launching ceremony of the directory, Asif Rashid, CEO and managing director of Almurtaza Machinery and the driving force behind the venture, said that the idea of compiling the directory came when an exhibition of the latest machinery in textile manufacturing was organised by his company. It was felt that the fashion industry was very scattered and thus remained inaccessible for not only the consumers but also other industries related to fashion, such as the manufacturers. Keeping this in mind work was started on the directory.

Rashid also said that the Pakistani textile industry was facing challenges in the form of cheap exports from the neighbouring countries. In order to rejuvenate the textile sector it was important to explore new ideas and styles; this could be achieved with the collaboration of the textile industry and fashion designers. He also underscored the need to introduce modern technology in the textile industry.

Khushbakht Shujaat, the chief guest of the launching ceremony, praised the efforts of those involved in compiling the directory and felt that this directory would help in stimulating the fashion scene and would also play an important role in boosting the export of ready-made garments. On a lighter note she said that while this directory would help women immensely, men might not find it very favourable as their spouses will now have a list of designers they can contact from the comfort of their homes.

Textile Commissioner Mohammad Idrees Ahmed highlighted the importance of the textile sector of Pakistan and said that it contributes more than 66 per cent to the total export earning of the country and provides employment to 38 per cent of the manufacturing labour force. Evaluating the development of the fashion sector in Pakistan, he said that strong interaction of the garment industry and fashion designers can play a positive role in establishing a market niche of designer products in the global clothing trade.

Najia Chaudhry, an educationist who worked on the directory, said that it was very difficult to get hold of the designers as some of them were not willing to cooperate at all; however, the majority did, thus making their task easier. She said that they have included the contact numbers and addresses of those designers also who do not operate commercially. The benefit of making such designers accessible is that they cater to a broad range of consumers who do not find established designer economical.

For the time being the directory is being circulated among the designers and textile manufacturers only. No plans have been made to launch it in the market; one only hopes that it is made available to the consumers too, for the fashionistas would surely like to get their hands on this style accessory.

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