Srinagar, June 12: For a country, which often speaks of its relation with Kashmir –Pakistan –is again in news in the Valley. This time not for any political remark but style statement as some of the world famed brands from the neighboring country have made it for sales at first of its kind lifestyle exhibition in Srinagar.
 A beeline of shoppers were seen thronging Sangarmaal, City’s fashionable mall, where the exhibition-cum-sale started Tuesday afternoon. But unlike routine, the inauguration remained as surprising as the collection for men and women from a variety of brands. For that matter you name any internationally renowned designer and you could find its collection: Junaid Jamshed, Bareez’e, Kayseria, Chinyere, The Working Woman and Shahnameh figure in the list of dozen odd designers.
 Despite the strong brand backing, there was no red ribbon cutting, no celebrity with a scissor to do the honors. As the clock struck 2:00 PM, the main entrance of the 4000 square feet tastefully decorated hall was thrown open for customers.
 This is how Finesse of Tradition –the exhibition-cum-sale –sloganeering in ads to “Elevate Your Lifestyle” –finally came to life. Many of the aspiring shoppers were so curious that they ensured to make it to the event on the first day before the “stocks exhaust”.
  “I had been eagerly waiting for the event so that I made it for shopping of my choice, before the stock from Pakistan exhausts… I have never seen such a graceful collection before,” said a woman shopper.
 Males went the same way. Javed Ahmed getting married in the coming days was one of them.
 Though this businessman has done his special shopping from New Delhi, he didn’t miss the opportunity to buy the Pakistani brands. Asked why, he replied: “When it comes to some impressive dressing we’re always inspired by collections like Khan Suit and Pathani Juti, typical of Pakistan.”
 From full embroidery Shalwar Kameez for women to Kurtas and Peshawari Jutis for men and a variety in between, the exhibition is a hub of brands, which the people here would find difficult to get given the past spells of strained relations between the two neighboring countries. But the prevalent Indo-Pak bonhomie seems be making trade hassle-free, and shoppers happy.
 As for the exhibition host, Sheikh Feroz, who heads the popular Alkhuddam Group of Companies, he says roping in the world famed brands wasn’t troublesome. Infact he said the tie-ups were so elated about the event that many of them called him this morning with “All the Best” compliments.
 Feroz said prominent Pakistani singer turned dress designer Junaid Jamshed phoned him this morning saying his entire team was offering prayers for the event success.
 While such lifestyle events of Pakistani brands have been there in the rest of the country, it happened for the first time in Kashmir.
 In fact, Feroz says his meeting with Bareez’e International Director Zain Aziz during latter’s exhibition in New Delhi some months back, remained pivotal in his opting for the venture.
 “He invited me and things matured,” Feroz said.
 Asked what inspired him towards Pakistani brands, the 44-year-old entrepreneur said: “I used to buy brands like Bareez’e for myself from the Middle East for long... I thought why can’t other Kashmiris also wear such comfortable and traditional dresses.”
 Given the short summer in this region in the Himalayas, Feroz said, getting sufficient stock at short notice was challenging. “But then they collected their ready lots from stores to support me,” he hailed adding “in fact they wanted me to make it for entire India.” “But then I started it from my homeland,” Feroz donning a black Bareez’e formals, confided.
 Trying to cash any political sentiment? “No” he replies adding “Our USP is the quality of the brands we brought.” “Moreover its texture is so good that you just can’t find its match. And this is also why these brands earned repute,” he added.
 For those who think that the price tag was affordable for the upmarket clientele alone, market pundits said, the collection was affordable as pricing mostly ranges between Rs 2,000 to Rs 10,000.
 On not inviting any celebrity for the inauguration, the organizers said: “We did so because VVIP movements often bring inconvenience for public, our potential customers.”
 But then for a society going style conscious, market pundits predict that anybody including VIPs or the VVIPs are expected to visit the exotic exhibition-cum-sale where collections made from some finest cotton can make you look gracefully cool, this summer!

Lastupdate on : Tue, 12 Jun 2012 21:30:00 Makkah time
Lastupdate on : Tue, 12 Jun 2012 18:30:00 GMT
Lastupdate on : Wed, 13 Jun 2012 00:00:00 IST