Why most society swans spend a chunk of their time attending events

Brand launches are probably the best bet for you to feast your eyes on the swish society set in the city. Everyone from the who’s who show up, especially if it is a luxury brand event. This has now led to an increased number of socialities taking up the designation of ‘luxury events manager’ — their role is just to make sure that their famous friends are in attendance.

Jewellery designer Farah Khan Ali agrees, saying that she has seen ‘friends’ in the circuit spend a majority of their time attending each other’s events. “I get inundated with requests to ‘host’ parties and rope in my friends for the same, all the time, but I’ve been declining them till now,” says Farah adding that she’d rather spend her time in hosting her own launches. “I just launched a store in Delhi and all my friends flew to be there on my special day. I don’t think I want to cash in on that good will for some other brand,” Farah smiles.

Party regular Fahad Samar quips that it is probably the increase in the number of event managers that has led to the rise of the number of events in the city! “There are a few who have been hosting events for many years now. Among the new crop, I’d say only a handful have the capability to draw in the elite and the best of the lot,” he says.

One society butterfly on the condition of anonymity says that once you know who the host is, the guest list is pretty much predictable these days. “It’s like — ‘you attend my party and I will attend yours’. And since the brands in question are ready to shell out big bucks these days, these ‘hosts’ don’t leave any stone unturned in making sure that you are there. Some of them are always on a mission to increase the number of famous friends on their lists,” says the society swan who is a party regular herself.