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Layne Christensen

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WV'S FARIDA LALJI OPENS INDIAN BOUTIQUE

ESTERN DESIGNERS have often

found inspiration for their high-

fashion creations in the exotic allure
of the East. The ornate embroidery, luxurious
silks and high-key colors characteristic of
traditional Indian and Oriental. garb have
often given the designs of Romeo Gigli, Jean-
Paul Gaulthier and Yves St. Laurent an edge
on the international runways.

By Layne Christensen
Fashion Reporter

THE SALWAR, kurta:and  chuni, in color-
_ drenched hand-embroidered and painted silk
comprise the traditional Indian outtit.

TV Listings...

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With this in mind, Farida Lalji is banking on the
success of her new boutique, Private Collections.

Located in the heart of Vancouver's Punjabi mar-
ket, at 60th and Main, the store opened its doars to
the public in mid-January. The colorful fashions car-
ried within are every bit as refined and exclusive as
those found on Burrard Street's “designer row,” with
one exception.

Lalji’s own brand of haute couture appeals to an
Eastern market, prominent members of Vancouver's
Indian community who have been at a loss to find
high-quality traditional garments.

In her boutique, the 47-year-old West Vancouver
resident stocks the traditional Indian outfit of salwar
(pants), jurta (long tunic top) and ciuni (wide scarf).
The three pieces sell for between $400 and $600.
Saris, priced between $350 and $400, come. in crépe
de chine or hand-embroidered silk organza.

‘__ Lalji makes frequent trips to Bombay to select
fabrics and choose colors for her private-label line.

‘ While in India, she works with three designers who
hand paint and embroider silk to create one-of-a- kind
pieces.

Not a designer by trade, Lalji credits her taste to
her upbringing and her lifestyle. Lalji, whose late
husband was president of the Ismaili Counci) of
Canada, gained attention at social functions in the’
°80s for her fashion flair.

Finding herself alone. in mid-1994, with her chil-
dren grown and away at school, Lalji started looking
for something to occupy her time and lift her spirits.
After showing her friend, the Indian film star
Shabana Azmi, her wardrobe one day, Lalji was given
the encouragement she needed to start her own enter-
prise. ;

-In less than eight months, she'd opened her bou-
tique and acquired a new zest for life. Lalji now has
her eye on U.S. expansion and the development of her
own fragrance. Having just produced a charity fash-
ion show in Burnaby last evening, she plans to take
‘Private Collection on the road, to San Antonio,
Houston and Austin, Texas where she will hold trunk
shows.

If. that’s not enough, Lalji is also penning a book
— an autobiography.

_ “That should keep me busy for
the next year,” she laughs.

Casual Clothes from Gauche Designs.

"Pleased to ‘Announce...

At our recently
renovated Park Royal
| location, we now have
a Journeyman
Goldsmith
‘working in the store
who will look
‘| after all of your
1: fine jewellery
repair and alteration
needs. :

Park Royal North Mail
Guilford Town Centre Mall

eer

Dry Dock Clothing Co.
| Melrose Avente — Metrose Square Accessories Sock Exchange _
4ig Zag Gauche Design :

926-7213
581-7213 |

NEWS: photos lke Wakafiota :

FARIDA LALJI models an exclusive outfit from her new bou-
tique, Private Collections. Located in the heart of Vancouver's
Punjabi market, the store stocks high-end Indian fashion.

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