Indian fashion designers may not be present across the globe but Indian movies have been popularising Indian fashion globally for ages. That awareness and interest has resulted in WIFW receiving its first buyers from the African nation of Senegal!
Awa Diongue started one of the first multi-designer stores in the Senegalese capital of Dakar 20 years ago. Walk into Boursine (thats what the store is called) and youll find products from designers based in France, Italy, Belgium and Germany. In 2010, Awa opened a second store catering only to women in the most exclusive shopping center in Dakar: the Sea Plaza. The shop is named Nitya by Boursine and it is for this store that Awa is shopping at WIFW.
And heres what shes looking for. Our clients prefer to buy embroidered robes of different lengths, embellished tunics and kaftans. We are looking for creations in dyed or printed fabrics, silks etc with embroidery and embellishments.
Given those requirements (where else will you find diverse embroideries and a love for embellishment if not in India!), its no surprise that there is much that our guests from Senegal like at the exhibition area. While theyve earlier worked with designer Reynu Taandon, they are also looking at placing orders with Divyam Mehta who theyve discovered and liked at the event. If the products are marketable and appreciated in my country, I will do sustainable business with them, says Awa. Keeping in mind the hot climate in Senegal, Awa is awaiting fresh summer collections from Monapali, Samant Chauhan, Vaishali Shadangule and Geisha Designs by Paras & Shalini.
And the budget to shop at WIFW for the Senegalese buyers is in the range of 40,000-100,000 USD. Thats a considerable amount of revenue to be made by the participating designers!
As the event concludes and business relationships take off, I have a feeling we will be seeing more of Awa in the seasons to come. Not only are Indian prices for embroideries much more competitive, Awa says that the organisation and quality of shows has also left her impressed.