Daily Times

Having started his journey in designing in 1994, Deepak Perwani has redefined glamour and style for Pakistan. He is a celebrated designer who has represented Pakistan’s progressive fashion industry on many occasions including the 2009 Milan Fashion Week. In addition to many triumphs, his label is the recipient of this year’s International Brand of the Year award. It was a dream come true to interview the man behind the success of Pakistan’s thriving fashion scene, the brilliant Deepak Perwani.

How did you make a name for yourself in the world of glamour?

I made a name for myself by working hard, coming out with a product that was unique, stylish and very fashion forward for its time in 1994, and doing the right marketing and advertising.

Were you always passionate about designing or did you have another career path in mind?

If I were not a designer, I would have been an actor. Is designing my passion? Absolutely! It is something I have always wanted to do. I used to be a merchandiser for a brand in New York back in 1994. My interest has always been in design.

The designer says he does not need to take inspiration from competing fashion labels. In fact, he almost always finds that most of those labels are copying him

You hold the record for creating the largest Kurta measuring 101 feet and 800KG. It was featured in the Guinness Book of World Records. What went through your mind when you thought of making something so grand?

It was a CSR exercise between Ariel and us. They came up with the concept and we were asked to design the kurta. Once it was hung at the National Stadium, it was taken apart and kurtas were made for the Eidhi children. So it was a dual strategy; one for the Guinness Book of World Records and simultaneously supporting a charitable cause.

How would you typically start off with men’s design? What steps do you follow as the leader of the pack?

For me, designing comes very naturally. I find perfection of a design more important; the right balance, colors, minimal embroidery and fitting. It is about how the whole ensemble comes together as opposed to a separate garment.

Do you take inspiration from competing fashion labels?

I don’t need to take inspiration from competing fashion labels. I almost, always find that most of those labels are copying me.

What trends in men’s fashion do you love the most?

Menswear has changed a lot in the last 25 years. We have had an era of the classic man, metrosexuals, heterosexuals and omnisexuals. It has constantly changed and moved forward. I love what I can do with classic style as I am a minimal designer and we are more concerned about the cuts, finish and simplistic style than a lot of embroidery. For me, menswear is all about being in trend with New York, London and Paris. It is about taking what is current in today’s day and age and using it as our design philosophy.

Which product at Deepak Perwani is fondly bought by the consumers?

As far as products are concerned, we pretty much sellout on everything by the end of the year. We do not have much of wastage left. Our clients and myself have been doing menswear and womenswear for about 25 years now and they understand my design philosophy very well. What they generally keep on buying fondly are sherwanis and quirky womenswear, which is funky and sexy along with backless dresses. We also doing very well with our new bridal line.

What is the label Deepak Perwani focused on now?

We are busy right now preparing for our fall collection. We are working on our bridal atelier and getting ready for post Eid orders. The biggest nightmare has probably been shifting our factory. We are also renovating our Lahore outlet and launching a new store in Islamabad this year.

Tell me a bit about your international ventures with your designer label.

Internationally, we have done quite a lot of work. We stocked in Dubai, London, Singapore, Chicago, Dallas and Houston. As a label, we received the International Brand of the Year at the Kensington Palace this year. We were mentioned in Frida Kahlo’s book ‘Fashion as the Art of Being’ and were featured in the ‘Atlas of Fashion Designers.’ We are perhaps the only fashion house out of Pakistan that is widely referred to in international books.

Having starred in the 2013 HUM TV drama Kadoorat, how did the idea of acting culminate? Will you be making a television appearance anytime soon?

I actually love acting. I don’t get the time to do it frequently but I have been told that I am fine at it. Kadoorat was not my first play; HUM TV’s Mere Paas Paas was my first with Nadia Jamil and Moammar Rana. It was an enormous hit. I have done about 8 to 10 plays after that. Will I be returning to acting? Many critics believe that I come back every 3-5 years to do a play. I am hoping that a good script will come my way so I can do something smashing.

What is your take on Pakistan’s media in promoting fashion and lifestyle? Has it done a good job so far?

Pakistani media has done a tremendous job in promoting fashion including the social media. Everything in life is about awareness; awareness is all about change and change is all about repressiveness or progressiveness in a society. Fashion has obviously made Pakistan more progressive in thought process than it was previously.

With so many fashion magazines in Pakistan, which one are you most impressed with?

Most fashion magazines in Pakistan are doing a good job. We have got premier magazines like Libas, OK!, HELLO! and Grazia. We then have second, third and fourth tier magazines. I think the future of fashion are not magazines or newspapers anymore. It is going to be the digital media. Like it has happened in the West and everywhere else in the world, it will be a new medium for people to follow.

Of all fashion seasons, which one do you prefer?

My favorite season is fall/winter. It is the only time you get to dress up; there are balls, parties, weddings and people are wearing layers. I like the idea of overcoats and scarfs and women dressed up beautifully in black. Everybody looks ready to go out somewhere.

Is your casual style laid back or fashion forward?

My causal style is laid back. I think is has got to do with the fact that we live in a city by the sea and the beach often calms us down. Karachi’s weather does not allow anyone to be formally dressed all the time. However, I have a quirky style. I accessorize and keep things quirky when I want to.

Who says Pakistan has nothing going good for it? Our country is known for its robust fashion industry and it is designers like Deepak Perwani who have paved a way for youngsters to follow along.

Published in Daily Times, June 8^th 2018.