Who would have thought that geopolitics will have such a heavy bearing on haute couture.
‘‘I was a little antsy when they told me I’d be showing my collection on September 11,’’ says Delhi-based fashion designer Ashish Soni. He has been invited to display his pret collection at the New York Fashion Week between September 9-16.
‘‘But the event’s public relations personnel assured me that being a Sunday and especially with a mammoth press contingent from Europe present at the venue, Americans would be eager to show the world that they wouldn’t cower down to terrorism,’’ Soni says, sounding every bit reassured.
At an informal press briefing today, Soni announced that his show in New York would be jointly sponsored by the Ministry of Textiles, the Ministry of Tourism and Air-India. And what’s more, all this, as part of the Incredible India campaign. The total sponsorship package would amount to ‘‘around $200,000’’, informed the designer.
‘‘We haven’t tapped the huge potential that we hold in the field of textiles,’’ explained Tourism Minister Renuka Chowdhury at the press briefing. ‘‘So when Ashish approached us with his blueprint which would help showcase Indian textiles abroad, we decided to make him an ambassador for the Incredible India campaign,’’ she said.
Exactly how would this help tourism? ‘‘Well, the huge international media presence will ensure that the world gets to see a younger, contemporary and more vibrant side to India,’’ she reasoned.
Soni is currently working on a bunch of collateral products including yoga kits, t-shirts with the Incredible India logo which the crew of 25 (including 3-4 Indian models) will sport all through the event. These will later be retailed at tourist destinations in India as souvenirs.
‘‘The yoga kits are a really great idea,’’ gushed Soni. ‘‘We’re developing about 500 kits just now, and this will include a yoga mat and other attire, including a ‘‘simplified kurti, wraps, and a modified salwar.’’ ‘‘Imagine the look on the Editor of Vogue magazine when she opens the kit!’’ he exclaims.
With a firm government backing, Soni is clearly basking in the afterglow of his success. ‘‘I’ve got Bismarck Phillips Communications who manage clients like Louis Vuitton and Hugo Boss handling my account. The Chatwals will be handling my after-show party at their Dream Hotel in New York,’’ he says proudly, whispering as an aside ‘‘and the New York Fashion Week will be held at the same time as the annual Bll Clinton Foundation charity dinner’’.
So who’ll be on the guest list? Your guess is as good as ours.