By Renu Mehta
TORONTO: Parveen Bajaj is travelling to India with her daughter this month. Her daughter Henna wants to get a new wardrobe that will provide a fusion of the modern and the ethnic, fulfilling her desire for tradition and style.
“You don’t really get the current fashions here,” says Bajaj whose daughter is getting married in June in Toronto. “We get to pick the cream of the crop back home. I am hoping to get a new collection that is classy and yet affordable.”
Naz Mansha of the Nishat group hopes to change that in Canada. The group is introducing Nisha Canada in Mississauga to cater to the needs of the demanding style conscious female. The flagship store will be launched at the Heartland Town Center, 6075 Mavis Road in Mississauga on Saturday.
“We want to introduce new possibilities for today’s modern woman, offering multiple wardrobe options for day, evening, work or leisure, all at affordable prices,” says Adnan Sherazee, president, Nisha International. “The collection will be unique in the Canadian marketplace incorporating elements from two very different schools of design and bringing them together with style and elegance. The concept, stated simply, is contemporary western fashion with traditional South Asian influences…East meets West!”
Offering a range of accessories including scarves, shawls, shoes, handbags and wallets, costume jewellery and sunglasses, the major retailer is taking its first step on Canadian soil.
“The philosophy is a one stop shop for the trend setting yet practical woman of today,” says Sherazee. “Our offerings will be all about a woman who knows value for money and yet will turn heads wherever she goes with a style that surrounds her!”
With the growing influx of immigrants landing in Canada from India, Pakistan and other South East Asian countries, the demand for traditional ethnic wear has increased. According to statistics Canada, South Asians are the largest immigrant population in the country, with a majority settling in the Greater Toronto Area. To meet the growing demands in fashion and traditional wear for this community, fashion houses have sprung up to display the latest styles and trends. While the Greater Toronto area has well known names like Bombay Trendz and Silver Tulip, there is huge potential for growth for unique offerings that will fill the niche for tradition and heritage.
“It is a well known fact that fashion first begins in Karachi, then goes to Lahore and then journeys to Mumbai and Delhi,” says Kashi Arora in Brampton. “Whenever I have to buy something, I try to source boutiques run from basements by Pakistanis because that is where the fashion trends emerge. This is welcome news that we will have a new store offering the latest fashion in ethnic garments and accessories in Mississauga.”
The launch event takes place on Saturday, December 7, 2013 at 11 am with the ribbon cutting ceremony at 12:30 pm. It will also showcase models presenting the latest trends from Nisha Canada.
“Each piece is skillfully crafted by the finest craftsman,” says Sherazee.
“We will provide artistic elements of fashion trends, colours, and styles blend together to fashion inspired and innovative unique handiwork.”