Deepak Perwani: A Designer Changing Perceptions

Deepak Perwani, 38, is one of Pakistan’s hottest designers.  Born in Mirpurkhas, raised in Karachi and New York, Perwani’s designs have captivated his audience for years.  Launching his brand in 1994, Perwani brought his personal style to the Pakistani market and has been expanding globally ever since.  He sheds light on the booming fashion industry in Pakistan and how overall misconceptions of the country are in fact overlooking the true artistic talent within.  We got a chance to speak with Perwani.

Elan:  Can you tell us a little bit about your professional background and how you got started in the fashion industry?

Deepak Perwani: It was in 1994, I was this fashionable child, who had returned to Pakistan from New York with lots of ideas and excitement.  I went to buy some clothes for myself and couldn’t find anything cool or decent to wear. I mean I am talking about an era when no one wore a red shirt, even in this country.  So I started tailoring my own shirts and wearing them.  Everywhere I went, I was asked if people could buy them off me.  So, I made a collection in 1995 of 28 shirts and had a show.  It was sold out in 40 minutes and thus the cycle started.

Elan: You personally, are from a Hindu family, living in Pakistan.  Have you ever had an issue as a minority in Pakistan?

DP: Well I am a minority but I guess it helps to be privileged.  I come from a land owning semi-feudalistic family. When I was young, things were different.  There was no Internet, media and reach was limited.  I guess going to good schools, traveling abroad helped and so did my parents lifestyle.  I had some problems initially in terms of clients saying that they love my clothes but they cant buy from a Hindu, but that was a long time ago.  Things have changed for the better in the last decade or so.

Elan:  What does the Deepak Perwani brand stand for?

DP: It stands for fusion, for progression, for breaking the boundaries of Pakistani fashion and pushing the envelope as far as you can you go.

Elan:  What’s one of the greatest challenges that you’ve had to overcome in your career?

DP:  I think the biggest challenge was to become a designer it wasn’t something I planned.  If I weren’t a fashion designer I would be a merchandizer or an actor.

Elan: Pakistan’s fashion industry is booming!  What are your thoughts on all the attention?

DP:  I think its fantastic!  You know what they say: the best comes out of any country when it’s repressed, but Pakistan’s reality is very different, we are not suppressed.  Art, culture, cinema, fashion, and music are a huge part of our upbringing.  If we look at the history the Moghul’s left us with all of these traits: costumes, architecture poetry, music, etc.

Elan: Many people outside of Pakistan are surprised that there is a large fashion, arts, and music community in Pakistan.  How are you and other designers actively trying to change that perception?

DP: We consider ourselves not just as Pakistani designers but apart of a global village.  Pakistani fashion is not just limited to Pakistan but is worn all over the world now that we have phenomenal talent in this country.  We are just badly exposed and that goes across the board for all creative arts in Pakistan.

The West is not interested in anything positive coming out of Pakistan.  I have had many conversations with journalists from the Associated Press, Reuters, etc. and they say that the rules of engagement for Pakistan are very different.  They are only interested in the negative stories rather then the positive ones.

Elan: What can we expect from the Deepak Perwani brand in the upcoming year?

DP: Oh lots of things!  We want to be available all over the world and are already have a presence in Dubai, London, New York, Washington, Dallas, Houston, Singapore, Sydney, etc. and the brand is growing every year with 5 stores currently in Pakistan and stock all over.  The game has only just begun.

As for Pakistani fashion it’s there to stay and move forward.  You have only seen the tip of the iceberg from this so called “bomb ridden country.”  You should definitely come and see the next fashion week, only the amount of Birkins that women carry will blow you away!

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