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Kuhu Kochar| Posted On: 11-Feb-2012

Kimaya houses over 200 top Indian designers. Customers in the Middle East are increasingly picking up Indian designers. Recently a host of Middle East celebrities and socialites have picked up designers like Tarun Tahiliani, Anamika Khanna, Neeta Lulla, Falguni & Shane Peacock, to name a few. All these and many more are stocked at Kimaya. Drawing on their already established name and footprint in the Indian designer wear market, they took it a step forward to strengthen the relations between the Middle East and the industry back at home.

At their recent fashion show in Dubai, international models were dressed in couture garments ranging from Indian ethnic designer wear comprising of sarees, lehengas, churidars. Directed by Lubna Adams, the show was the perfect amalgam of cultures of sorts with an array of over 20 models from various nationalities. Mixed music and Indian delicacies adding to the tasty Middle Eastern aperitifs. We spoke to Pradeep Hirani, Chairman, Kimaya Fashions, to understand what really led to this venture.

Why do you think the Middle East is a big market for Kimaya?
Kimaya, being a promoter of Indian designer-wear, not only offers traditional wear but also stocks an exhaustive range of fusion-wear from top designers of the country. The fusion-wear has western silhouettes but Indian embellishments and soul, making a perfect marriage of two sensibilities. This is what clients in the Middle East largely pick up.

What are Kimaya’s growth plans with regard to the Middle East and other countries?
In compliance with the increasing use of technology and the Internet by fashion conscious digital consumers, Kimaya is launching an e-commerce site that will overnight amplify its presence worldwide and in the Middle East. The same investment will also be utilized to expand the footprint of the physical stores internationally, Middle Eastern countries like Abu Dhabi, Sharjah, Quwait, Qatar, Bahrain being on priority along with other International fashion destinations of the world including the likes of London, New York etc.

What was the highlight of the show in Dubai?
The highlight of the Dubai Fashion Show was the fact that 150 handpicked patrons, who are the top-notch spenders in the region were selected and cordially invited for the event. The patrons were then flown from different parts of the Middle East apart from Dubai including the likes of Abu Dhabi, Sharjah, Oman, Qatar, and Bahrain etc. The collection showcased was handpicked from the top notch designers of the country like Tarun Tahiliani, anamika Khanna, Neeta Lulla, Falguni & Shane Peacock, Manish Arora, Rana Gill, Sabyasachi, Adarsh Gill, Pam Mehta etc. The show was the first Indian Fashion show of 2012, which presented a collection of Indian designer wear on an International arena.

When it comes to this brand, it appears that the sky is truly the limit!

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