Party Politics

Here are the party mechanics: a regular party goer identifies the “right” crowd to be seen with and proceeds with the pleasantries.

Familiarity,friendship,networking,media attention — everything on the checklist is ticked off before the first kiss is shot in the air. “It is important to build a brand for yourself and be seen with the right set of people,” says designer Leena Singh of the label Ashima Leena. A hug here and another there may seem spontaneous but as many say,the affection is measured before doled out. Everything is a tactical move and must result in tangible benefits — media coverage,a new contact,a client,even a business deal. The fashion partying republic is in for business.

Many designers agree that media’s overarching interest in party coverage benefits them.

Being seen with socialites and stars trickles down to business. Designer Rahul Reddy,not the partying kind at all,cites the instance of designer sisters Gauri and Nainika Karan. “They organise parties and many guests do turn up wearing their creations,” he says. Leena Singh,who claims to have started the trend of previews,agrees. “I held the first preview ten seasons back at the Imperial hotel with people of substance,including journalist Nalini Singh and dancer Shovana Narayan,” she says.

Tomorrow,at the Wills India Lifestyle Fashion Week (WIFW),her front row will have Pakistan’s Ambassador to India,Shahid Malik,with wife Ghazala,the Ambassador of Saudi Arabia with family and the Cuban Ambassador. Post the show is a party at the venue. “Naturally,it results in a turnover,” she adds.

Designer Urvashi Kaur has a similar opinion. “It is important to build interest around the label to be bought,” she says. Kaur’s event,later this year,will have classical dancers in her creations at a heritage setting in Chattarpur. For designer Charu Parashar,the work of her models at WIFW will not end on the runway. The girls will sashay at the party,which is as important as the show. Incidentally,last year at the fashion shows around IPL Season 3,post-show partying was a compulsory part of models’ contracts.

Some disagree. “My principle is to let my work do the talking,” says veteran designer Neeru Kumar,who will open the Fashion Week today. Contradictory to her motto was her preview party a few days back. She billed it as an exercise in marketing,and confessed that she did not even know all the people who attended the bash. Designer Anupama Dayal says she doesn’t feel the need to network. Even so,she is spotted at most fashion parties. “They are my friends,that’s why I attend,” she says in her defence. To reduce the fragmentation caused by multiple parties during fashion week,FDCI President,Sunil Sethi will walk the middle line. “The FDCI will host just one official concluding party for all designers,” he says. That’s a good partying shot.

(with inputs from Somya Lakhani)