With fashion weeks being organised in the major hubs of the country, Punjab refused to be left out of the the league. Storm Fashion Company is all geared up to roll out Blender’s Pride Punjab International Fashion Week (PIFW), to be hosted in the city of Ludhiana from 10-14 November. The decision to not have Chandigarh as the venue was deliberate. “The idea is to take fashion weeks beyond the metros,” says Gaurav Sharma, CEO, Storm Fashion Company. He adds, “We intend to take the Punjab Fashion Week to Canada and the US. That is the reason why we are calling it an international week.”
The Chandigarh-bred Bollywood actor Mahie Gill will be the brand ambassador and the fashion week will showcase the work of 30 designers, including the likes of Archana Kocchar, Monapali, Meera and Muzaffar Ali, Charu Parashar, Gunjan and Rahul and Riyaz Ganji. This event would also dedicate an entire day to menswear collections and bring in leading designers from the region as well.
“This is the first time that I will be showcasing in Punjab and I am working on a grand collection. Titled Gulaal, Gehna and Gainda, it would be an ode to the Punjabi spirit and will include lehengas, sarees and Anarkali suits,” says Mumbai-based designer Archana Kochhar, who is the grand finale designer. “My showstopper will be a Punjabi celebrity who everyone loves. The name is under wraps at the moment,” she added.
Charu Parashar, will open the show on Day One. “I have been retailing out of Samsaara in Chandigarh for a while now. The response I have got here has encouraged me to explore the Punjab market further,” said Parashar. While she is gearing up for the upcoming Wills India Fashion Week in Delhi, Parashar is also at work designing a special collection for Punjab. “The theme is Maharani of Patiala. For the first time I am pairing Phulkari with Swarovski. It won’t be a traditional collection, but my interpretation of contemporary Punjabi fashion,” says Parashar, who will incorporate Patiala and Pakistani salwars in her work. “I want to highlight the two Punjabi festivals of Baisakhi and Lohri, so my colour palette would be equally vibrant,” adds Parashar.
To add to the Week’s regional flavour, the organisers spent a day scouting for models and held auditions in Chandigarh. “We are looking at choosing a dozen local models,” adds Sharma.