Flowing chiffon saris and snowcapped mountains, flirtatious breezes passing in almost perfect harmony with the tunes of love and romance; there is no doubt about the impact and influence Bollywood commands in our country and how it has shaped our fashion, music, film and art.
Models dressed in Diva’Ni’s Bagh-e-Bahar collection at the store launch in Lahore last year.
INSTEPINTERVIEW
Shakil Zindani, CEO Diva’ni, talks about the Bollywood-inspired Indian boutique that opened in Lahore a year ago and just recently shot its new campaign with Mahira Khan.
Flowing chiffon saris and snowcapped mountains, flirtatious breezes passing in almost perfect harmony with the tunes of love and romance; there is no doubt about the impact and influence Bollywood commands in our country and how it has shaped our fashion, music, film and art. When we talk about the great Bollywood romance, there is one name that comes to mind: Yash Chopra; he has created heroines that have embodied femininity, charm and style, gratified with his tales of love and romance.
And so Diva’ni, the first cinema inspired brand was introduced in 2013 by Yash Raj Films to cater to audiences that love and appreciate the fashion and charm of Bollywood heroines. In 2016, they brought the same heritage, traditional art and fashion across the border, launching a boutique in Lahore. The launch of Diva’ni was celebrated amidst much fanfare and celebration at the Baroodkhana Haveli, where Mahira Khan walked the ramp to Rahat Fateh Ali Khan’s vocal notes of grandeur. The launch in Pakistan was not only the talk of the town but a silent demonstration in favor of everything India and Pakistan have in common, culture, cuisines, fashion, sports and film included.
Shakil Zindani, CEO Diva’ni Pakistan, talks to Instep about necessary alliances between film and fashion.
One year has passed since Diva’ni came to Lahore and we sat down with their CEO, Shakil Zindani, at their Lahore boutique, which resembles an opulent Bollywood film set.
Instep: Has Pakistan been a good market for Diva’ni, as other Indian designers and labels have not been so successful in breaking into the competitive market across the border?
Shakil Zindani: Yes, absolutely! Pakistan is a growing market and has immense potential and an eye for detail. I can’t really comment on what worked or didn’t work for others but for us the response has been fantastic.
Instep: Bollywood is your brand’s USP; what kind of influence has it had in shaping the identity of your label? For example, are the designs literally adapted from hit films like Bajirao Mastani, for example?
Mahira Khan strikes a pose for Diva’Ni’s latest limited edition collection, The Ivory Kiss.
SZ: Diva’ni is the love child of cinema and craft, which simply means that it stands on these two pillars; its crafted is packaged in the magnanimity of cinema or what you call “Bollywood”. With three years in operations, Diva’ni has been working on a two-fold expansion strategy - in-film styling and couture vertical expansion, respectively. The brand does not adapt its designs from films, but of course it designs specific looks for films under its in-film styling vertical. All verticals of Diva’ni operate independent of each other so that means if we design for a film we do not necessarily sell that on retail or if we curate our couture collection it’s not that we position or place that look in the film.
The ‘cinema’ connection comes from the fact that Shri Yash Chopra’s vision laid the foundation of Diva’ni. Diva’ni is an inspired dedication to Yash Raj’s legendary love for God’s most beautiful creation, and a brilliant tribute to the Diva in every woman and her expressions. Diva’ni begins with you. Your hopes and dreams. The cinematic you. One who is unreal and unabashedly romantic. Your inner feminine, liberated from shackles of conformity and everyday expectations. Yes it sounds romantic and cinematic. Because that’s the essence of Diva’ni and it is no coincidence that Diva’ni was born on the birthday of Shri Yash Chopra.
Instep: What similarities do you see, if any, between Pakistani and Indian fashion, especially couture?
SZ: The biggest similarity that the designers share is the immense attention to detail and the respect for art and craftsmanship. It is amazing to see how we are preserving our heritage through the face of fashion and art.
Instep: With relationships between the two countries constantly fluctuating, is it stressful to make things work? Does it bother you?
SZ: We don’t think art, craft and fashion has any boundaries or reasons to be burdened by political stresses.
Instep: You’ve shot campaigns with leading ladies of Bollywood; how was it like shooting with Mahira Khan? And which other artistes would you consider working with in Pakistan?
SZ: Well, Mahira Khan is always an absolute pleasure to work with. An effortless beauty, she is a perfectionist. She has been associated with the brand very closely so obviously there is a sense of comfort. But of course we would love to work with many more Pakistani artists depending on what the brand is coming out with, as it is very important that the essence of any collection or a campaign matches with that of the artist.
Instep: Which Pakistani fashion designers, do you think, would do well in India?
SZ: It is very difficult to pick a name because a lot of Pakistan designers are doing great work with fantastic hand craft techniques. I am sure if these collections are showcased on a regular basis in India, they would get great response.
Instep: Your brand has been quite integral to Bollywood fashion; do you plan to get involved in Pakistan’s film industry too?
SZ: As explained above, Diva’ni is a cinema inspired brand which definitely does not mean Bollywood. Diva’ni would love to engage in all kind of cinema, whether it is India, Pakistan or International. The opportunity has to have enough substance so that justice can be done to cinema and craft.
– Look out for the stunning Diva’ni shoot featuring Mahira Khan in Instep’s
Eid edition tomorrow.
