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Kimaya to launch couture stores in Middle East

New Delhi, Oct 9 (IANS) Indian fashion is all set to take the luxury sector by storm, says Kimaya chairman Pradeep Hirani, who is to launch stores of his apparel brand in the Middle East as well as major Indian cities.

Monday, October 9, 2006 | 11:50:26 AM IST (+05:30 GMT)
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New Delhi, Oct 9 (IANS) Indian fashion is all set to take the luxury sector by storm, says Kimaya chairman Pradeep Hirani, who is to launch stores of his apparel brand in the Middle East as well as major Indian cities.

Hirani, who attended the just-concluded London Fashion Week (LFW) and the Milan Fashion Week (MFW), said he plans to launch a new brand with international designers.

He is launching a store in Kuwait, two in Dubai and one each in Ludhiana, New Delhi and Mumbai.

'The Middle East is the richest market in the world. I believe Dubai is the next Manhattan,' Hirani told IANS.

'I go every fortnight, and find a new skyline (in Dubai). The locals there are the biggest patrons of Indian craftsmanship and art.'

Hirani, who led an eight-member merchandising team to both events, said: 'The experience was great. For the first time India was recognised as a buyer, not as a seller. India was given the front row and it was a proud moment not only for Kimaya, but the entire fashion fraternity.'

It was the first time that the MFW had invited an Indian buyer to Milan, the Mecca of European fashion.

Hirani, who was 'amazed' at the level of fashion consciousness in Milan, said the MFW was more commercial than the LFW.

'At the LFW, we were warmly welcomed and we had more fun. Milan was very corporate. It was not very comfortable because it was at such a huge scale. The fashion shows were at a distance of 17 km from each other. We were on roller skates there,' added Hirani.

During the trips he bought prêt and couture for markets in Delhi, Mumbai and Dubai, categorising them on the basis of relevance, aspiration and experiments.

'We (the fashion industry) have to be more corporate and scale up professionalism. We have to be at par with international standards or we will perish,' he added.

Copyright : Indo-Asian News Service
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