Give fashion a chance!

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KARACHI – The Pakistani fashion industry has steadily enhanced its international profile and has exhibited strengths which could allow it to develop a strong presence in markets like France, US, UK and other developed economies.
She noted that several Pakistani designers have created inroads in the fashion sector such as in Paris, Dubai, London and other landmarks on the international fashion scene. She acknowledged that 9/11 had severely affected exports but insisted that a lot of untapped potential lies in the field of Pakistani fashion exports.
She highlighted that in the case of her brand only, it fetches exports valued at more than half a million dollars per annum in exports to the US alone. Ms Zia asserted that the government should give the promising sector the status of industry and must support it in order to allow it to enhance the value of exports at a time when the government desperately seeks to increases the value and volume of exports generated by the national economy and with fashion designers looking towards the market and the requirements of consumers.
Kokab Zia has been exporting apparel to the US since 1999 when she established a store in New York after completing a fashion designing course in the city. Previously, she designed and exported party dresses for Arabs for at least for two years but the events of 9/11, she was compelled to shut down her business. She then began an export deal with a renowned outlet in the US, the Islamic Fashion at New Jersey which now acts as wholesalers for Ms Zia’s designs and clothing.
Additionally, she began exhibitions in summers and winters at Knight’s Bridge, London in 2003. Rivaz boutique, operating out of Wembley UK, also entered a business agreement with Ms Zia and is now supply her dresses in the country. She also started exhibitions at Foir de Paris in April every year. Pret de Porter is the most prestigious fair of Paris held every year in September where Ms Zia’s dresses have also been displayed.
She indicated that she is a trailblazer in this regard, being the first Pakistani to receive acknowledgment in the prominent event. Ms Zia also conducts private exhibitions in New York and Paris. When asked, she said Islamic fashion has become an umbrella term used in US to receive tax exemptions and this is a major focus of her exports and that she sells Abayas, topis, Hijabs and other Islamic dress for its Muslim customers, particularly Arabs.
For example, the annual export of Abayas has increased to around 5,000 to 7,000 Abayas which have been exported to 12 states in the US. She was hopeful this demand would increase to 15,000 Abayas in the course of a year. She attributed the increased popularity of Islamic dress to a trend amongst Muslims abroad wishing to maintain style, while simultaneously preserving their identity.
Elaborating on the customer base for her products, she maintained that most of her clients are Arab. Given the different cultural strands in the Arab world, there is a need to design different styles for each type of customer and to ensure that the final product is to the liking of the shopper. She claimed that she is the pioneer in the introduction of Palestinian styles in US markets.
To a query, she responded that she plans to hold private exhibitions for Pakistani women. She also revealed that an outlet in Faislabad is also in the works. She stated that Pakistani society is fashion conscious and people avidly follow trends, but she questioned the wisdom of people striving for fashion without taking into account their financial position. It was emphasised that creed does not play a role in developing a good sense of fashion design but that it is a skill that must be cultivated. She went on to say that Pakistani society needs to develop fashion sense and that this can be ensured through education.
A famous Parisian singer, Chantal Goya, is one of Ms Zia’s more prominent clients and is apparently a big fan of her designs. In London, her major clients are Sikhs who always seek vibrant colors without taking into consideration the weather and environment.