There was time when buying designer wear was limited to occasions- a wedding mostly. These curated picks consisted of lehengas and sarees featuring embellishments a plenty and mostly weighing as much as a baby. Dresses, co-ord sets were considered too mainstream for celebratory functions. The general consensus was that designer pieces are out of reach and certainly not something you stock your regular wear wardrobe with.
Then the pandemic came, companies with deep pockets came calling and accessibility became the name of the game. A plentitude of labels by top fashion designers (not necessarily the ones mentioned below) saw the the opportunity presented by the upwardly mobile segment that wanted few statement pieces but not while burning a hole in the pocket. The game was changed up and all the players now have cocktail saris, versatile separates, lightweight Indian wear, et cetera in their repertoire, rather than just lehengas weighing 50 kgs & gowns only Mrs. Padukone would dare pull off.
Let’s have a look at such notable prêt lines by iconic Indian fashion designers.
The Anita Dongre Empire
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It’s of paramount importance for a business, to scale in the right amount & at the right time, so as to bar stagnation of any kind. And that seems to be the last of the worries for Anita Dongre & the numerous brands in her kitty – Grassroot, AND, Pinkcity & I’m already losing count. Ready to wear, couture, jewellery, you name it. She’s done it all, whilst incorporating sustainability in her supply chain & design process.
Gulabo By Abu Sandeep
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Abu Jani Sandeep Khosla Рthe Indianwear stalwarts renowned for their distinguishing mirror embroidery & gota work, also helm their pr̻t label Gulabo. The design ethos runs congruent in both their offerings, one slightly obvious & the other a notch subtler. Rooted in the cultural atmosphere of our festivities, Gulabo sure is a worthy proponent for all your wedding guest shenanigans.
Label Ritu Kumar
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The doyenne of the Indian fashion industry, Ritu Kumar’s prêt offering Label Ritu Kumar is a scintillating curation of everyday dresses, jumpsuits, accessories & a lot more with a rustic, homegrown signature at its core. Visible at almost mall, airport & e-commerce platform, the label is what one would call ‘a healthy mélange of mainstream & artisanal.’
Diffuse By Manish Malhotra
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Launched at FDCI x Lakme Fashion Week 2022 in New Delhi, Diffuse by Manish Malhotra is a foray into targeting young shoppers, ones who are keen on experimenting with seasonless dressing. Featuring multicoloured pants, eclectic lehengas & blazers, the show was closed by Gen Z icons Shanaya Kapoor & Siddhanth Chaturvedi. Talk about strategic casting.
Luxury Pret by Amit Aggarwal
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Amit Aggarwal is by far, India’s premier couturier, in my humble opinion. Known for the use (or wizardry) of unconventional materials woven intricately, his work is the perfect amalgamation of art & fashion. Albeit ranking higher in terms of wearability & affordability, his prêt lines are interestingly similar to his couture offerings. Pictured here is the Supernova Prêt collection with polymer & draped piping details.
Tasva By Tarun Tahilliani X ABFRL
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To celebrate the often overlooked arena of quality Indian menswear, Tasva by Tarun Tahilliani & ABFRL was built to address this huge dent in the market. Launched in just 2021, this sophisticated line of celebration wear offers a fresh perspective on Achkans, Bandhgalas, Jodhpuris, Sherwanis & a lot more for the Indian man of today.
To read up on the return of typographical customization in Indian fashion, tap here.
