City designers discover a new place to lay out the ramp — the living rooms of the rich and famous.
Imagine your living room crowded with the who’s who of society as they nibble on caviar, sip bubbly and watch leggy models show off the latest couture. Well that’s not about to happen in a 500 sq ft home, but if you’re part of the jet set with prime real estate (and a luxury villa in Alibaug) you might just find yourself playing host to the latest soiree on the social circuit - the home fashion show.
With jewellery designer Farah Khan Ali all set to show off her newest range of glitterati at Ashish Raheja’s Madh Island bungalow on January 20, doing it in a friend’s space surrounded by a ‘select’ crowd seems to be catching on as rapidly as apple martinis.
But is it really a viable proposition? While most serious designers affiliate themselves to fashion week furores, is it the ‘frou’ sect that indulge their friends with a li’l high-end creativity at such dos?
Not at all, opines couture designer Sangeeta Assomull who launched her brand Xess at good friend Anju Taraporevala’s Mumbai home. “If you go back in fashion history, Coco Channel always launched her creations at private residences. Recently, Camilla Al Fayed showed her line at the Duchess of Windsor’s residence in Paris. Haute couture should be shown in a haute place, and a home has a far more personal and interactive atmosphere.”
However, not everyone agrees. Designer Deepika Gehani feels it’s far too niche a proposition to be viable. “It’s not a ‘couture’ thing. These ‘shows’ do nothing to promote your brand’s visibility nor do you reach an audience beyond the host, their family and a few friends. Having said that, I can understand why this trend has emerged among those who don’t have their own stores, because depending on a studio to give you the best exposure isn’t always possible.”
Party perennial and ‘show host’ Ashish Raheja puts it into perspective: “Big shows generate a lot of hype. As opposed to that, smaller shows cater to a niche audience. Then again, at such a show, the guests tend to be more comfortable as not anyone and everyone is around. So it ultimately boils down to what the designer has in mind and who they are targeting.”
v_shabana@dnaindia.net
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