December 17, 2019
They are good for publicity and create a buzz
And the best part? Our very own Indian designers are playing the biggest
role.Sanchita AjjampurIt’s not just their international counterparts that Indian
designers are hopping on board with anymore.What tomorrow looks likeFor Indian
designers, fashion collaborations are just the beginning.All in the bizThe
economics behind these associations is nothing short of golden.
Sabyasachi
Mukherjee’s antique sequins on Christian Louboutin’s red lacquer-soled Victorian
heels; or bling on the minimalist Stan Smith — two different worlds, one wild
imagination. It highlights their own design philosophy, they say.
Namrata
Joshipura (right) with Stan Smith and Ranveer SinghFor most designers,
collaborations aren’t just a shot at fame. Developing, in his words, ‘superbly
mad and sexy’ designs for Donna Karan, Calvin Klein, Caroline Herrara and Nicole
Miller only takes the icing.Designer Runa Ray with the cast of Quantico in New
YorkIt’s a win-win. Her models have sported sneakers on the ramp and as a
runner, she often slips into a pair herself. Suhani, who has earlier worked with
the 120-year-old crystal house, believes that when an international brand comes
forward for an association, they have a lot of confidence in the designer’s
ability.
Designers Rahul Mishra and Aneeth Arora followed suit with their own
variations — while Arora worked with Afghan refugees to hand crochet flowers,
Rahul decided to draw from both impressionist Henri Rousseau and traditional
Indian kaarigars to hand-embroider rainforests with multi-layered stories of
nature and art — something the West hasn’t thought of on tennis shoes yet. It
opens up a new think tank, helps get out of the comfort zone and in an enriching
way, tests your own abilities," says Hyderabad-based designer Suhani Pittie, who
was commissioned by a wildly popular Austrian jewellery house to create
exclusive designs for them.
So, why collaborate?Cross-border associations puts
Indian designers, their work and their home country on the global map, while
also helping them offer a western sensibility to the Indian palette, and
introducing ours to the West. "You might spend a few years with each other and
then probably move on, but then, it could turn into a marriage if both grow
independently while still complimenting each other," she says, collaborating
with Los Angeles-based rock bands like The Destroyers to create funky jackets
for them.
They are good for publicity and create a buzz.Sabyasachi Mukherjee’s
antique sequins and Parsi gara work found their way to Christian Louboutin’s red
lacquer soled Victorian heelsDid you know Vienna-raised and now Bengaluru-based
fashion designer Sanchita Ajjampur has worked with several top designers
including Lacroix, Gaultier, Moschino and Armani?Designer Suneet Varma has found
phenomenal success with international design houses — he’s the only Indian
designer to collaborate with Judith Leiber to roll out a line of minaudieres
that are now retailed (and coveted) across the world. Abraham and Thakore with
their craft-inspired collection for West Elm, loungewear and home accessories
for London’s Harrods is one such example. In short, it gets people talking.
While the gold lines highlight linearity, the crusted crest and wings provide a
twist with a touch of bling," she tells us.
Anything is possibleA few weeks ago,
the fashion world’s wickedest dream came true — bridal godsend Sabyasachi
Mukherjee’s antique sequins and undisputed Parsi gara work had found their way
to every girl’s fancy — Christian Louboutin’s shiny, red lacquer soled Victorian
heels. And now, the winds have shifted. So, when the once World No. In designing
my version of this classic, I incorporated my signature approach — complex
embroideries and colour."These collaborations are thought-provoking. High-end
couturier JJ Valaya, Rohit Bal and Manish Arora are working with Swarovski to
roll out baubles for under Rs 11,000. And embracing this globalisation evokes a
sense of freedom, while finding balance and diversity and allowing us to stay
competitive in a world of disruption," says designer Sanchita Ajjampur, who also
consults for Parisian fashion houses such as Lanvin, Yves Saint Laurent and
Chloe developing patterns, fabric and embroidery from scratch. "A good
collaboration can elevate a brand in another geography or with another audience.
It’s a story of going out there and being as wild as the imagination allows.
"Collaborations allow a designer to think on a brand new tangent with another’s
perspective in tow.Imagine.
But some heavyweight Indian designers with
luxe-loving clients are now associating with international design houses to
spring on affordable ranges. It’s a good mix-and-match and can be beneficial, so
long as the bottling machine
Manufacturers project serves the needs of both companies and comes across as
a natural combination," pitches in the Bengaluru-based designer, who believes
that her gates to collaborate have opened up thanks to her stint at the New York
Fashion Week — not once, but for two seasons in a row. The newest buzzword is
masstige, where designers associate their prestigious names with fast fashion
chains to roll out a limited-edition line to reach more people. Just like this
crowning alliance, Indian designers plunging into the international
collaboration pool has today become a regular affair.
And these are just a few
of the many. Kolkata’s Abhishek Dutta, who has an ongoing collaboration with
Portico-New York, brings out everything from sheets and cushions to duvet
covers. Delhi-based fashion designer Namrata Joshipura has infused ath-leisure
elements into her collections for years. Fashion designer Runa Ray believes
collaborations are like good friendships. 1 tennis champ Stan Smith dropped by
Mumbai, she had to pay tribute to the athlete and his eponymous shoes by
associating with Adidas, headquartered in Germany. "I’d say, why not? If we can
marry luxury with affordability then why not allow a larger audience to enjoy
one’s beautiful work? Once you have built a trusted brand name, the larger
audience too will have faith in your products," adds the celebrity favourite,
who is soon launching her own luxury-meets-affordability range.
Suhani PittieA
brand new story is being written in the global fashion world — a story that is
challenging the way we look at ourselves, the clothes we wear, the accessories
we sport and the combinations we thought worked. High-flying brands that some
can only dream of are collaborating with Indian designers. According to Namrata,
they can either highlight design similarities between brands, or make for
interesting juxtapositions, like her own.Aneeth Arora worked with Afghan
refugees to hand crochet flowers on tennis shoesSomething for everyoneOwning an
Indian designer label comes at just as steep a cost as say, what a Parisian
couture house has to offer. Innovating is what keeps fashion and designers
relevant.
The ‘Stan Smith’ is an epitome of minimalism and linearity. Brand
building is a slow and deliberate process — it highlights your strength and
relevance globally," says Namrata, who now retails her own line across Paris,
Dubai, Japan and Los Angeles. With colour, culture and mysticism — India has
often commanded the attention of international haute couture houses and
designers. Haven’t heard of it? Talk to those who waited to grab Indian
designers Gauri and Nainika’s creations from Koovs headquartered in UK, but
couldn’t because it was sold out in a matter of hours. Design maverick Rohit
Bal’s marketing strategy of collaborations has taken his creative partnerships
from Luxembourg international cosmetic giants to even Japanese automobiles and
Pennsylvania cigarette lighter manufacturers
Posted by: erformprefo at
03:01 AM
| No Comments
| Add Comment
Post contains 1204 words, total size 9 kb.
17kb generated in CPU 0.0055, elapsed 0.0304 seconds.
33 queries taking 0.0266 seconds, 46 records returned.
Powered by Minx 1.1.6c-pink.
33 queries taking 0.0266 seconds, 46 records returned.
Powered by Minx 1.1.6c-pink.