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25 octobre 2017

Drawn to design

Fierce and beautiful: Jewellery by Eina Ahluwalia
(Photo:formal dresses canberra)

At a popular wine bar in Delhi, it is easy to spot one among the latest collections of an upscale handbag studio. Not your Guccis or Bottegas, brands whose original (and fake) versions dotted Delhi’s landscape a decade back. Ten years later, newer, homegrown brands have comfortably established themselves in plush wardrobes, as luxury’s aspirational quotient has led to the creation of ‘affordable luxury’.

Driven by design

There’s renewed attention to design elements, and fashion designers are expanding scales of production beyond the festive and wedding market as clearly visible at fashion weeks. These events themselves are becoming democratised with young designers and design houses showcasing here. Fashion weeks are also more accessible to the public, with designs available at shops, and online the moment they’re off the ramps.

Rashi Menda, founder of Zapyle, an online luxury retail store said, “The creation of Zapyle was inspired by some of my own experiences of living in different cities. Living in Bengaluru, I realised that it was difficult for women in that city as well as several others to shop for luxury items. By launching designer wear on our platform, we hope to bridge that gap. In fact, the very name of the platform, a portmanteau of the words Zap and Style, reflects the speed at which one can keep in pace with fashion trends. Online portals enable people to conveniently keep up with the dynamic world of style.”

Relatable design

Designers increasingly come out with two collections — a ready-to-wear one that is more casual and often, more affordable, than the couture pieces. Designers such as Gauri and Nainika, Payal Singhal, Ikai by Ragini Ahuja all carry ready-to-wear collections that are meant to be worn, more than revered. Delhi based designer, Gaurav Gupta, commented on the trend, “I feel the experienced designer’s focus has shifted from creating a spectacle, to creating something relatable and fun — clothes that can actually be worn, not just at weddings, but fashion on a regular, day-to-day basis.” Eina Ahluwalia, founder and owner of concept jewellery brand Paradisiac, who describes herself as a “shockingly happy 40-year-old woman, who doesn’t conform to societal standards” describes her profession as therapeutic, “My jewellery is my personal and social activism, created from the soul and inspired by life. My themes revolve around feminism, and my pieces are sometimes subtle and sometimes loud messages to the wearer and the world. They are meant to give people a strong yet beautiful way to wear a personal reminder or a point of view. For me the pieces are a sublimated outrage, despair, hope, humour and utopian idealism.” This design-centric individualistic ethic has been driving both prêt and couture, as well as lifestyle companies.

Curating style

Design houses such as Nicobar, Ogaan, Pernia’s Pop Up Shop and Good Earth are invested in curating brands and tapping into quality fashion, that weave in well with their design philosophy. While Nicobar curates pieces that are inspired by travel, Good Earth takes inspiration from India’s cultural and environmental past. Ogaan is the place to go to for contemporary festive wear. Their collections typically focus more on function over form, and retain a fun element. Stores such as Nimai, a multi designer jewellery store, hold regular pop-ups and events where new designers get a platform to sell their latest designs, and customers get uninterrupted access to the fast-changing world of design.

Designing spaces

Even as Ikea begins to set up shop in India, a whole generation of home owners have leapfrogged to incorporating affordable luxury in their interior designs. Brands in India have been showcasing their designs across the world. Designer houses have also been looking inwards, and taking inspiration from localised traditional handicrafts. Ashish Bajoria, founder of Scarlet Splendour, Kolkata-based home and interiors designer label that was invited to the Milan Fashion Week, is optimistic about the sector that has seen a steady boom over the past two decades, “Since its inception in 2014, our luxury design movement has come a long way in a short period of time, from collaborating with distinguished designers to winning international awards.” As Indians look all around for design inspiration, the market is diverse enough for brands backed by strong design philosophies to set up shop. Japanaese minimalistic brand Muji opened stores in Delhi and Mumbai, and Noritake, a technology and tableware company has entered the market in 2017.

Luxe travel

Affordable luxury is not just restricted to design though. It is also a lifestyle choice. While middle class India embraces the benefits of cheaper flights and the sharing economy, the swish set is discovering the joys of luxury travel. The aviation sector has seen a boom in the recent few years. Luxury travel globally is set to rise higher than the overall travel industry. Earlier, luxury travel was a largely Western phenomenon, but according to a study by Amadeus, Indians are travelling more than ever. Whether it is a cabin in the air or one at home, there is no excuse for plain vanilla. Affordable luxury, which may have sounded like an oxymoron to some half a decade ago, is truly here to stay.Read more at:cheap formal dresses

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