While people attend fashion parades and local media give shows wide coverage, not enough Sri Lankans are buying local brands in a competitive industry striving for local recognition, according to the designers.

"The apparel industry is huge and large in Sri Lanka, but the fashion industry is nowhere," says Ajai Vir Singh, an organizer of the Colombo Fashion Week.

This year's show lasting three days showcased 15 designers from Sri Lanka, India, Pakistan and Bangladesh.

Colombo Fashion Week was an eclectic mix of clothes from both experienced and novice designers from all over the world.

"For Sri Lankan young designers there is a benchmark and then they know where they are going and how far they need to go," says Singh.

Of the five young designers who showcased their designs for the first time, four were collaborating under a single brand; 'MAIA'.

They presented a range of casual but elegant attire for both men and women.

"We don't have a fashion industry in Sri Lanka - that's what we feel," said Menik Jayawardena, one of the four members of the MAIA team.

He adds that clothes they market have to be wearable, if not the industry won't take off.

Organizers are counting on interest created by the event to boost demand for local brands.

"The local designers will start appreciating the taste of the consumers here and they will start designing to their needs," adds Singh.

Last year, Darshi Keerthisena, whose clothes are designs based on the traditional art of batik, became a phenomenon.

Her designs have added a modern touch to a traditional art that was invented in Indonesia.

At last year's show Darshi's sarees, which were modeled at a major show for the first time, got wide acclaim.

"It's a great platform for young designers and now I see more people liking Batik, doing Batik and wearing Batik," says Darshi Keerthisena who sells under the Buddhi Bhatiks brand.

Her boutique in Bangalore, India is now popular among tourists there.

Even models from India, where the industry is growing fast, rave about Darshi's designs.

"I don't know how long she has been in the industry but her clothes are fantastic," says Smitha, one of the 14 Indian models who participated in this year's show.