Here's what we loved (or didn't) at Daraz Fashion Week
‘See now, buy now’ is fashion’s most popular catchphrase at the moment and Daraz Fashion Week (DFW) has just harnessed it and brought it to Pakistan’s nascent design scenario.
Daraz’s shoppable fashion event last night addressed these changing dynamics ingeniously. What you saw on the catwalk was what you could buy off Daraz’s cyber high-street, all under a Rs15,000 umbrella.
Also read: Revealed! These designers spill on the looks they've created for Daraz Fashion Week
To propel interest and sales, seven of the country’s most coveted design houses were enlisted to be part of Daraz’s show: Feeha Jamshed, Tena Durrani, Amir Adnan, Generation, Zara Shahjahan, Deepak Perwani and last year’s Bank Alfalah Rising Talent winner Hamza Bokhari.
Each designer especially created ten looks and the fashion show was uploaded onto Daraz’s page. Online visitors could make purchases right there and then or over the next four days following the event (hence the usage of the word ‘week’ for the one-day show), or as long as stocks lasted. It was a tricky line to walk; somewhere between pedestrian high-street apparel and catwalk statement-wear, clothes that would make sense to the average shopper while also reflecting designer aesthetics.
Last night's show was more like a walk down a glossy mall rather than a glamorous red carpet tryst. High fashion generally slunk in the background although particular trends (the tulip shalwar, cinched waists) were emphasized.
What resulted was a show that was more like a walk down a glossy mall rather than a glamorous red carpet tryst.
High fashion generally slunk in the background although particular trends were emphasized. For instance, the draped tulip shalwar, part of several showcases, is a summer must-have.
Also in vogue are slouchy, baggy tunics, cinched ever so slightly at the waist with a belt. What dominated at DFW, though, was retail-friendly design: pretty, comfortable and ideal for the man or woman on the go. “We want to make fashion available to the masses,” announced Daraz’s Co-CEO Bjarke Mikkelsen before the show.
Overt catwalk statements wouldn’t have made sense on such a platform.
The next few days will reflect the success of DFW. For instance, how will online shopping splurges fare given that the stock created by some of the designers is very limited?
The next few days will reflect the success of DFW. For instance, how will online shopping splurges fare given that the stock created by some of the designers is very limited? And while prices are, as promised, under Rs 15000, will the pricier designs – for instance, some of the collection by Tena Durrani – fail to haul in sales while other more economical options, like Generation, fly off the cyber-shelf?
Aside from bringing in possible profits, high fashion’s virtual wheels have managed to bolster Daraz’s image. The first DFW, last year, faltered with its generic high-street and lawn associations. Now, though, it’s transcended to a retail avenue for bona fide, hot-off-the-catwalk designer-wear. It’s an ingenious move and a step up in e-commerce that the Pakistani market is certainly ready for.
Here’s what went down at Daraz Fashion Week. Don’t expect to be bowled over by the high-fashion – there wasn’t too much of it – but the wearability of some of these designs may just have you reaching for your cyber-wallet!
Zara Shahjahan
This was chic day-wear in a summer palette of blue, green and white, playing with variations of the shalwar kameez.