ahlam1399
08-06-2016, 04:34 AM
The brand combines a passion for craft and heritage with fashion, film and femininity for those who can appreciate the intricacy of craft and are willing to pay for it.
fashionforward
Couture house Diva’Ni opens its doors in Lahore.
Lahore: We have to be honest, hearing about the launch of Diva’Ni made the brand sound a bit gimmicky. An atelier launched in collaboration with India’s largest production house, Yash Raj Films, didn’t sound like it could be sustainable in reality. After all, Yash Raj Films aren’t particularly k**wn for their realistic depiction of women and the world.
However, step foot inside the spacious, three-storied flagship outlet in Lahore and the feeling is immediately dispelled. This isn’t a small scale venture or an off-beat business that savvy entrepreneurs are attempting to package beautifully and sell to unsuspecting customers. It’s the real deal and is actually unique in terms of the couture on offer.
A little background then. Diva’Ni characterizes itself as a fashion brand built on the edge of cinema and reality. It was first introduced to India in 2013 by Yash Raj Films, in collaboration with KBSH Private Limited, one of the largest, independent heritage fashion houses based out of New Delhi. In 2009, the 65 year old heritage brand signed on a dynamic new creative director in Sanya Dhir. Diva’Ni’s ethos then can be described as a brand inspired by fashion, film and femininity, with a passion for heritage, a mastery of exclusive and extensive handcrafted techniques and a fundamental appreciation for traditional craft.
Invited for an exclusive viewing before the opening and the chaos that would certainly follow suit, Instep went by the store to examine the couture and its claims up close, also squeezing in a quick tete-a-tete with Dhir.
http://apne.thenews.com.pk/assets/uploads/magazine/2016-08-06/140561_1_112954_mag.jpg
“The brand in itself is nascent but the two houses that merged together to make it possible have long, illustrious histories that give it credibility. The idea was to create a brand that channeled the largeness of cinema but was always poised on the cusp between reel and reality. It exemplifies, in wearable terms, everything that characterizes a Yash Raj production; it’s dreamy, glamourous, romantic and it aims to elevate the natural charm, grace and beauty in women that is always captured by the production houses’ cinematic ventures,” Dhir explains.
Even the name has its roots firmly in this ethos; combining diva and the Hindi word deewani to form Diva’Ni. The clothes are fit for royalty and in fact, Dhir has been commissioned several times by the royalty of India to create couture collections worthy of courts.
However, what really sets the brand apart is their commitment to craft and sustenance. “What KBSH brings to the table is a long history of working with craft clusters that are slowly disappearing in a world that is driven by fast fashion. The work we create can only be appreciated by con**isseurs; shadow-work embroidery on an ivory garment paired with real muqaish will cost an eye-watering amount that only those who understand the intricacy of the craft are willing to pay,” Dhir reveals.
“The problem though is that several brands say they support craft clusters and they’re working to either sustain the artisans or revive the craft itself but in reality, the volume of work is so little and given the time taken to produce it, the cluster doesn’t find requisite sustenance. Our model though is different, we create a couture collection that is then turned into luxury pret and ready to wear, ensuring that the volume of work produced actually keeps the loom churning consistently as opposed to sporadically when a piece is ordered,” she elaborates.
Speaking with Dhir one gets an immediate sense that these are more than just craftsmen who produce the clothes; she shares their worries, values and truly respects their skills, with a desire to bring them to the fore.
The conversation turns to Pakistan and what inspired Dhir to launch across the border, when several ventures in the past have tried to make the move but haven’t been successful in their execution or integration. “It happened quite intrinsically when I met Shakil Zindani of Flitz Fashion in India and started a dialogue. Shakil saw the potential in the brand and recognized that there was a gap in the market, particularly in Pakistan that could very easily be plugged with Diva’ni. I was apprehensive at first but things worked out rather naturally and here we are. There’s a lot of commonality between our countries which is easy to forget due to our strained political relations but fashion can really unite the two,” she answers.
It’s easy to see why Dhir and Zindani thought the brand would do well in Pakistan; it brings the same kind of magic that endears the Yash Raj banner to our masses but
ensures that the clothes are made for real women who live in a contemporary setting. To be honest, our words won’t do justice and neither will images, you’ll have to see the apparel up close to believe how fabulous it really is.
http://feeds.feedburner.com/~r/com/YEor/~4/b5GXgTAUluk
أكثر... (http://feedproxy.google.com/~r/com/YEor/~3/b5GXgTAUluk/140561-On-the-edge-of-reel-and-reality)
fashionforward
Couture house Diva’Ni opens its doors in Lahore.
Lahore: We have to be honest, hearing about the launch of Diva’Ni made the brand sound a bit gimmicky. An atelier launched in collaboration with India’s largest production house, Yash Raj Films, didn’t sound like it could be sustainable in reality. After all, Yash Raj Films aren’t particularly k**wn for their realistic depiction of women and the world.
However, step foot inside the spacious, three-storied flagship outlet in Lahore and the feeling is immediately dispelled. This isn’t a small scale venture or an off-beat business that savvy entrepreneurs are attempting to package beautifully and sell to unsuspecting customers. It’s the real deal and is actually unique in terms of the couture on offer.
A little background then. Diva’Ni characterizes itself as a fashion brand built on the edge of cinema and reality. It was first introduced to India in 2013 by Yash Raj Films, in collaboration with KBSH Private Limited, one of the largest, independent heritage fashion houses based out of New Delhi. In 2009, the 65 year old heritage brand signed on a dynamic new creative director in Sanya Dhir. Diva’Ni’s ethos then can be described as a brand inspired by fashion, film and femininity, with a passion for heritage, a mastery of exclusive and extensive handcrafted techniques and a fundamental appreciation for traditional craft.
Invited for an exclusive viewing before the opening and the chaos that would certainly follow suit, Instep went by the store to examine the couture and its claims up close, also squeezing in a quick tete-a-tete with Dhir.
http://apne.thenews.com.pk/assets/uploads/magazine/2016-08-06/140561_1_112954_mag.jpg
“The brand in itself is nascent but the two houses that merged together to make it possible have long, illustrious histories that give it credibility. The idea was to create a brand that channeled the largeness of cinema but was always poised on the cusp between reel and reality. It exemplifies, in wearable terms, everything that characterizes a Yash Raj production; it’s dreamy, glamourous, romantic and it aims to elevate the natural charm, grace and beauty in women that is always captured by the production houses’ cinematic ventures,” Dhir explains.
Even the name has its roots firmly in this ethos; combining diva and the Hindi word deewani to form Diva’Ni. The clothes are fit for royalty and in fact, Dhir has been commissioned several times by the royalty of India to create couture collections worthy of courts.
However, what really sets the brand apart is their commitment to craft and sustenance. “What KBSH brings to the table is a long history of working with craft clusters that are slowly disappearing in a world that is driven by fast fashion. The work we create can only be appreciated by con**isseurs; shadow-work embroidery on an ivory garment paired with real muqaish will cost an eye-watering amount that only those who understand the intricacy of the craft are willing to pay,” Dhir reveals.
“The problem though is that several brands say they support craft clusters and they’re working to either sustain the artisans or revive the craft itself but in reality, the volume of work is so little and given the time taken to produce it, the cluster doesn’t find requisite sustenance. Our model though is different, we create a couture collection that is then turned into luxury pret and ready to wear, ensuring that the volume of work produced actually keeps the loom churning consistently as opposed to sporadically when a piece is ordered,” she elaborates.
Speaking with Dhir one gets an immediate sense that these are more than just craftsmen who produce the clothes; she shares their worries, values and truly respects their skills, with a desire to bring them to the fore.
The conversation turns to Pakistan and what inspired Dhir to launch across the border, when several ventures in the past have tried to make the move but haven’t been successful in their execution or integration. “It happened quite intrinsically when I met Shakil Zindani of Flitz Fashion in India and started a dialogue. Shakil saw the potential in the brand and recognized that there was a gap in the market, particularly in Pakistan that could very easily be plugged with Diva’ni. I was apprehensive at first but things worked out rather naturally and here we are. There’s a lot of commonality between our countries which is easy to forget due to our strained political relations but fashion can really unite the two,” she answers.
It’s easy to see why Dhir and Zindani thought the brand would do well in Pakistan; it brings the same kind of magic that endears the Yash Raj banner to our masses but
ensures that the clothes are made for real women who live in a contemporary setting. To be honest, our words won’t do justice and neither will images, you’ll have to see the apparel up close to believe how fabulous it really is.
http://feeds.feedburner.com/~r/com/YEor/~4/b5GXgTAUluk
أكثر... (http://feedproxy.google.com/~r/com/YEor/~3/b5GXgTAUluk/140561-On-the-edge-of-reel-and-reality)