KARACHI: Deepak Perwani’s been in the world of fashion for nearly 20 years. Being one of the pioneers, he’s seen the industry’s growth curve go from trough to crest. And with four stores across the country already, he has now opened a fifth outlet but this time, it’s at Dolmen City Mall Clifton, the busiest centre of the city. A soft, informal launch took place on Saturday.
With its black, white and deep gold theme, the store epitomises pure elegance and luxury. And as you walk past the food court on the second floor of the mall, Perwani’s fashion house — which has a flashy Deepak Perwani sign right outside along with its recognisable logo — has a certain magnetism about it which draws you close. It’s been designed by architect Farah Qadir of Gravity Designs.
The store opening was done early due to Eid, but a bigger launch is planned for October. PHOTO: PUBLICITY
“This is the fifth DP [Deepak Perwani] store nationwide,” says Perwani proudly, adding that he is planning a bigger event in October for the store’s official launch. “A lot of stuff still needs to be done. But since Eid was approaching fast, we thought it was the right time to launch it. At the hard launch in October, you will see what the store is all about.”
The store opening was done early due to Eid, but a bigger launch is planned for October. PHOTO: PUBLICITY
From prêt to luxury prêt, the new outlet houses the designer’s entire collection. However, Perwani’s prêt line D Philosophy was ironically missing at the launch. When he was later asked, he said, “Frida Kahlo [Fashion Pakistan Week 5 collection] was there, didn’t you see it?” He clarified further by saying, “D Philosophy is our label and it is very much there — bags in neon, prints in yellow and green. That’s all D Philosophy; the brand hasn’t changed one bit.”
“It’s a good location [Dolmen]. It’s a new spot in retail,” he added. The price range of Perwani’s collection falls between Rs4,800 and Rs25,000.
Published in The Express Tribune, August 15th, 2013.
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