For Tarun Tahiliani, every design begins with deep insights into consumer needs and pain points. “Our goal is to offer value, not just through pricing but by creating pieces that are artisanal in nature yet smart by design,” the designer quips as he gears up for his much-anticipated debut showcase of ‘OTT,’ his prêt line with Nexa at Lakmē Fashion Week.
If you’ve spent some time hopping between fashion week seasons, you’ll know that TT refuses to rest. Charged to take the bull by the horns come rain or shine, his grounded artistic prudence comes in handy and has been that very anchor that has made the brand (or brands) he helms what they are, today.
Partho Banerjee, NEXA’s spokesperson added “Nexa’s collaboration with Tarun Tahiliani aligns seamlessly with our mission to redefine luxury and innovation in the automotive space. This partnership embodies our commitment to creating memorable experiences that resonate with discerning customers. Together, we are not just enhancing our brand; we are shaping a future where artistry and automotive excellence converge, reinforcing our dedication to elevating the standards of sophistication in the industry.”
Here’s our conversation with the acclaimed designer.
ELLE: Tell us about OTT, from its conceptualisation to execution, what’s the process been like?
Tarun Tahiliani: The origin of OTT can be traced back to my early shoots, where I frequently worked with Indian-inspired separates. The appeal of this direction became clear once we started showcasing in Milan, where the Italian press urged us to create something that reflected a contemporary vision of India. This eventually led to one of our most successful collections. Despite the initial success, our efforts were often overshadowed by the traditional Indian market, which leaned towards extravagant bridal and couture styles. However, I’ve always been passionate about creating separates—designs that allow the consumer to express their individuality while embracing the essence of India Modern. For me, combining Western silhouettes and construction with Indian techniques has been an exciting journey, not limited to niche collections but expanded to a complete line.
Our brand narrative builds on the story of craft and textile as central pillars, dressing for a new India with global appeal. Each piece carries the legacy of Indian techniques, ensuring the finest quality and earning the trust of discerning consumers—something I recognise as a key challenge in today’s market. We focus on creating unique garments, not always tied to a conventional ‘collection’ but rather defined by categories—whether it’s a pant, tank top, day dress, or matching set.
ELLE: How have you adapted your India Modern aesthetic into your newest prêt offering?
Tarun Tahiliani: India’s modern signature comes to life through my approach of blending traditional Indian techniques and shapes with contemporary Western construction. We use a refined colour palette of four to five shades per season, with subtle prints and separates that create elegant ensembles without relying on loud embroidery or bling.
ELLE: Take us through the process of reinterpreting traditional attire such as the sari, dhoti, jama, choga, farshi, and the phiran for your new line.
Tarun Tahiliani: There is a certain beauty in these traditional drapes and shapes, born of ingenuity and simplicity. We take the defining elements of each and integrate them in their purest form onto modern silhouettes, guaranteeing ease of wear. A fuss free interpretation that clearly harkens the original garment.
ELLE: What are your personal favourites from the collection?
Tarun Tahiliani: It’s honestly very hard to pick a favourite, considering the process of design that has gone into each piece. I love the way in which we have managed to create some of the more statement pieces at an accessible price, but I love how luxe fabrics like heavy crepe and silk velvet have been retained for some of the staples. And then I also love the play with textures – from the tweed to the soft cashmere.
ELLE: If you had to designate a muse to this collection of yours, who would embody the essence of the collection perfectly?
Tarun Tahiliani: Our muse is the modern Indian woman. She finds it difficult to shop – international brands don’t design for her body or her sensibility while local ones aren’t making anything modern enough with an Indian heart. It’s like traipsing a fine line, blending the two worlds. But I do believe we have managed to deliver a product that’s as desirable as it is practical for our muse.
ELLE: Please shed some light on working with Nexa as a platform, how have your visions aligned in tandem to present OTT to your audiences?
Tarun Tahiliani: Working with Nexa as a platform has been a fantastic collaboration. Both OTT and Nexa share a common vision of dynamism, innovation, and creating experiences that inspire. Nexa’s ethos of pushing boundaries with a futuristic, global outlook perfectly aligns with what we are trying to achieve with OTT—India modern fashion that blends tradition with contemporary design. The colour palette for the debut OTT collection, featuring deep shades of black, navy, and burgundy, resonates with Nexa’s signature colours of sophistication and elegance.
