Bhaane has always been a community-inspired brand. In the last ten years, the design house helmed by Nimish Shah has grown in interesting directions alongside its community of thinkers, opinion shapers and magpies. “People’s relationship with clothes and fashion has changed, and the brand has adapted. It’s been an organic evolution,” says Shah. In a sea of Indie cool labels, what stands out about Bhaane is the sociocultural narrative that drives each collection. From exploring gender fluidity to reimagining mythological characters to rediscovering the joy of thrift and memorabilia–each drop draws from a subculture and values that are uniquely Indian.
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Bhaane embodies the ethos of easy chic with unexpected detailing. “Our effort is to tickle minds first, and shopping comes much later. It’s always an expression first and transaction later,” says Shah.
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Every Bhaane campaign has a distinctive feel, shot with a contemporary gaze which lets its pluralistic nature shine through. “For image creation, we partner with external talent and see how they want to interpret it. I am happy for it to differ every season. We control the clothes, but in storytelling, we want to break that,” he adds.
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Each of Bhaane’s collections is a collage of upgraded basics– from playful midis and drop waist dresses to roomy jumpsuits and printed shifts. Every piece is wearable, comfort-driven, punctuated with details, and laced with humour. What keeps Bhaane consistently ahead of the curve is its unique design grammar which comes across vividly in each outing. “We are not here to catch up with a trend,” he says.
So who’s the Bhaane customer? “A thinker and a leader in their own right, inhabiting an alternate headspace,” Shah signs off.
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