#SPB Chit-Chats with DIVA'NI team in Lahore!

Wednesday, August 31, 2016 Huda Sheikh 4 Comments


DIVA’NI, first of its own kind, fashion brand deeply rooted in the glorious Indian Cinema, has opened its doors to Lahore, this August. Being its first International franchise, Lahore is honored with DIVA'NI's first collection A Queen's Ransom. #SPB had an amazing opportunity to talk to DIVA'NI's Creative Director Sanya Dhir and Shakeel Zindani, an eve before the opening, never too late to share our awe and experience at the store, you can't miss this one!
Read More to Reveal More!!!

DIVA'NI INTRODUCTION:


DIVA’NI was first introduced to India in 2013 by Yash Raj Films, Indian cinema’s biggest name and KBSH Private Limited, one of the largest & independent heritage fashion houses based out of New Delhi. The brand is led by its powerhouse creative director Ms. SanyaDhir, who joined the 65-year-old family business, KBSH in 2009. Her calling was the need to break the age-old stereotype attached to ethnic wear and make it more accessible and relevant to the "Glocal" woman. Hence, DIVA’NI was born; inspired by fashion, film and femininity, with a passion for heritage, a mastery of exclusive and extensive handcrafted techniques and a fundamental appreciation for traditional craft.
 The launch of DIVA’NI in Pakistan is a manifest of Pakistan and India’s common heritage across culture, cuisine, values, music, films, fashion, and sport, as we are all a part of the same big picture. In fact, if you look at this closer, there would really be no corner, heart and soul in Pakistan that doesn't sing, dance, and celebrate the songs and stories of this region. Who hasn't really broken into a smile, or held a breath, or shed a tear when their famous heroes and heroines played out in legendary films.
Indeed as a custodian & connoisseur of Indian textiles, DIVA’NI conserves and promotes dying traditional crafts, working closely with its weavers and craftsmen from the remotest regions of the sub-continent. With over hundreds’ of zardozikars (master craftsmen), handloom weavers and hand-paint women artisans spread over Lucknow, Delhi and Varanasi, DIVA’NI brings forth its rare artistry to create exclusive and bespoke bridal couture & luxury pret-a-porter.

The Kalaam-E-Zardozi, the Sapphire Queen by DIVA'NI
Noor-E-Sunehri, the Regal Opulence by DIVA'NI
A Queen's Ransom by DIVA'NI


SPB EXPERIENCE:

I was really awestruck when I reached the DIVA'NI grand Flagship store situated at M.M.Alam road , Lahore. The entrance gave a regal feel, and the interior ambiance is so majestic that it can not be described in words. The Hall way, with masterpieces hanged on both sides, was tempting enough for me to just get lost in those clothes designed with fine craftsmanship. I still have my heart on the authentic Indian chikankari ensembles. When I set my foot in the main room, which is for clients' meeting with the designer, it was mesmerizing, with the Turkish chandelier hanging in the middle of the room, this place casted its magic on me. I opened up the grand cupboards and had a look, even touched the ensembles, such a luxury and detailing, perfect couture heaven. Well after this magical trip to DIVA'NI's trousseau I was introduced to the Creative Director of DIVA'NI Sanya Dhir by Shakeel Zindani, the CEO Flitz (the partner brand in Pakistan). 
Have a look around at what I spotted at the DIVA'NI outlet:

DIVA'NI through #SPB lense
 #SPB CHIT-CHAT with team DIVA'NI:

Shakil Zindani & Sanya Dhir (file image)
Sanya Dhir (file image)
Sanya Dhir, the Creative Director DIVA'NI was much excited about the launch, she introduced me to the ideology of DIVA'NI, that its first of its kind fashion house deep rooted in the glorious art of Cinema, which is a grand art form back in her country. She recalled the time when she sat with Aditya Chopra and set the foundation of a fashion house one of its own kind. DIVA'NI basically deals with all the needs of its fashion clients from Film wardrobe, Couture, Semi-Formals and also handle the celebrity wardrobes, including Shahrukh, Anushka Sharma, Parineeti chopra and Ranvir Singh to name a few and the Classic beauties like Madhuri, Sridevi and Rekha ji. From Pakistan the brand has worked with Ali Zafar, for the movie "Kill Dil". She termed "authentic craftsmanship" as the power point of the brand, and showed us that how the use of unique colour palette from hues of wine and plum shades in each piece is different than the rest.
It is the third DIVA'NI store after Delhi and Mumbai, first international in Lahore. They have showcased their work all across the world in fashion weeks and exhibitions. Their work is clientele based, as they want each and every designed dress to be unique, yet wearable. Couture is the strength of the brand. Sanya was very much inspired by E'lan the only fashion house of Pakistan, as back in India they don't really have concept of Fashion houses yet. She explained that how back in her own country, competition is growing in combining the craft with cinema, and names like Manish Malhotra and Sabyasachi Mukherjee are doing a great work in this field. On asked to name DIVA'NI competitors in Pakistan she firmly replied that "to grow share in the budding market is the challenge for the brand".
“We are exceptionally excited to be launching in Pakistan as our region shares an appreciation for traditional art & craft, which is the heritage that DIVA’NI embraces.” said SanyaDhir, Creative Director DIVA’NI.
As she was visiting Pakistan for the first time, I couldn't stop myself from asking her about her experience across the border; Saniya's grandmother has spent her childhood in the old city of Lahore, she shared that how her granny guided her through the narrow streets of Old city. For her Lahore was as home as Delhi is.

Shakil Zindani, CEO of Flitz and partner of DIVA'NI in Pakistan also joined in our conversation. He told me that how this collaboration was totally unplanned, and how things unfolded slowly with time. Team DIVA'NI had a plan to open in Pakistan, Shakil was in India for Alishan Pakistan, and during casual meetings how the idea was floated, discussed over the time period of 6 months and finally they are opening in the heart of Punjab across the border. He knows that how emotions are attached to couture, as every girl wants to look the best on her Big Day, he sees a good scope for the brand in the Pakistani market.
It was pleasure meeting them both, #SPB wishes all the best to the brand, and I am pretty sure that Pakistani Couture industry will boom with DIVA'NI being one of the lead player.

For more information please see:

Special thanks to +jafferali@lotuspk.com and #LotusPR for arranging this exclusive interview.

Follow #SPB and #DivaniPakistan on  InstagramFacebook and Twitter.

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4 comments:

  1. An interesting read. Have been to diva'ni flagship store and the ambiance is to die for indeed

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  2. Great post. Those pictures are so lush

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  3. Loving their studio design and the collection is exquisite. Thanks for sharing. Much Love <3

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  4. Wow!The collection is royal yet stylish.
    Nice post :)

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