Friday 30, Oct 2020, Delhi (India)
In the past few years, trends in Indian fashion have transformed buy one get one is no more what people look up to, the famous fashion designer collaborations have become the eye candy in the industry. To state the fact, you won’t ever find a buy one get one sale in a luxury store or famous fashion designer label, it is the collaborations that they have adopted to attract more consumers. The trends in Indian fashion have caught the collaboration bug. It’s more of “What kind of a designer you are if you don’t collaborate with other high-end fashion or fast fashion brands?”
There’s no denying that over the years, Indian fashion designers at the low, high, and midpoints of the market have started to team up with different fast fashion brands, we at I Knock Fashion are flooded with daily- hourly, emails celebrating latest out of the box partnerships and collaborations. But today when consumers are always seeking something fresh and latest, collaborating is not such an insane idea. Indian fashion designers took the collaboration culture up mainly in the year 2010 starting from Tarun Tahiliani for Timex to Sabyasachi’s much talked about a collab with H&M in 2020, collaboration has become one of the most celebrated trends in India fashion.
It’s rightly said that there’s always going to be someone who has something that you don’t and vice versa. The concept of collaboration helped the industry lighten this line of difference, by normalizing the idea, that why not collaborate if you lack something. The Indian fashion designers have adopted and embraced the idea of collaboration so finely because by doing so for projects, they were further able to enhance their customer reach, save money and create something magical by utilizing the skills of other professionals. The Indian fashion designers believe that working with different high-end fashion and fast fashion brands have helped them to broaden their skills and at the same time to make a new product. On the other hand, high-end fashion and fast fashion brands embrace collaborations with famous fashion designers to create mini collections to be sold alongside their regular offerings. The fast-fashion brands state that this enables the buzz of the project and markets to both the brand and the designer’s followers, overlapping their reach along with promoting an innovative new idea. Following are some of the most essential points that led to the establishment of this collaboration culture to become a trend in Indian fashion-
1.Collaborations lead to strategic partnerships that enable both the famous fashion designer and fast-fashion brand involved to create a buzz around their individual brand and reach a wider audience together.
2.With the increasing number of consumers on social media, the fashion world is more accessible than ever, and it’s easier than ever for fast fashion brands and Indian fashion designers to connect with a larger audience through collaborations.
3.Currently, the most spotted collaborations are of high street fashion brands collaborating with luxury famous fashion designers. One such example is of H&M, the brand in the past has worked with Karl Lagerfeld, Alexander Wang, Versace, Balmain, Lanvin, Kenzo, and recently with an Indian fashion designer- Sabyasachi.
Without further ado, let’s get started, numerous brands have been launching collaborative collections with Indian fashion designers from the past few years. Collaboration is not as easy as it sounds, a lot goes into launching these collections and making them a success, both the brand and designer ensures to have a one-of-a-kind marketing strategy in place with advertising, promotions, show windows, visual merchandising, direct marketing, and social media activation. Following are some the most appreciated collaborations from the Indian fashion industry-
1. Puma X Aki Narula
Aki Narula in 2010 was the first Indian fashion designer to create Black Label, a range of versatile apparel, footwear, and accessories for sports brand Puma. The collection included Narula’s signature style of mix-and-match pieces.
2. Manish Arora X Koovs
The globally acclaimed Indian fashion designer Manish Arora is known for designing eccentric womenswear. In 2019 the designer collaborated with the online shopping portal–Koovs. The creation was widely appreciated, it was a gender-neutral collection which included stellar evening wear and some spunky co-ord sets.
3. Masaba Gupta X Puma
The famous fashion designer Masaba Gupta, recently teamed up with the German multinational company Puma to create a sneaker for the very first time. Masaba added elements to the shoe that have been a part of the label’s identity since its inception. Called out as an anti-anxiety shoe, the footwear carried Masaba’s caricatures and hints of classic polka, it also remodeled the Masaba palm as Alta’s hand-painted with locks and keys. Much appreciated by the fashion world, the collaboration not only gave a new product to the market, but the famous fashion designer also got the opportunity to bring awareness about mental health through her thoughts and designs.
4. Indya X Nikhil Thampi
The famous fashion designer– Nikhil Thampi’s creations have always had an extra edge, he recently announced Nikhil Thampi X Indya collection. The collection had traditional ethnic wear created to fit into the contemporary world in a palette suited for all skin types and in silhouettes that enhances all body types. Nikhil Thampi introduced a fresh aesthetic with this collection consisting of 41 outfits created over multiple hues in a day, right from the rising sun to the moonlit night. This collaboration was different from his personal label’s aesthetics.
5. Biba X Anju Modi
The ethnic-wear brand Biba last year in October added another quirky designer collaboration to its portfolio by announcing a collection with the Indian fashion designer Anju Modi. Designer Anju Modi, celebrated for her costumes in Bollywood movies like Bajirao Mastani and Ram Leela, designed an exquisite festive collection, which was available at selected Biba stores ranged between INR 5,995 and Rs. 29,950. ‘Biba by Anju Modi’ was the ultimate premium collection designed to tap the niche premium ethnic wear segment in India. This collaborated collection of Anju Modi’s signature design sensibility and Biba’s ethnic brand lineage was apt for the upcoming festive season.
6. Sabyasachi x H&M
2020s most talked about collaboration announcement took place on January 24, in New Delhi. From dressing celebrated Bollywood actresses for their weddings, the ace Indian fashion designer now released collaborated collection with high-end fashion brand H&M. It was available at selected H&M stores in India and around the world and also on HM.com and Myntra. It also included Sabyasachi’s signature design elements—chintz, baroque embroideries, zari, and others, Sabyasachi’s jeans were an added element.
7. Rahul Mishra X Fizzy Goblet
The ace Indian fashion designer Rahul Mishra and the footwear designer Laksheeta Govil, founder of Fizzy Goblet teamed up to recreate the traditional footwear. This collaborated collection was full of unexpected details, a cheerful color palette, and 3D embroidery. The collection aptly displayed Rahul Mishra’s recognizable color palette, motifs, embroideries, his signature silhouette, and techniques. It was all about pastel palette of champagne, blush, and mint with bright pops of embroidery and delightful embellishments.
Collaboration among famous fashion designers and fast-fashion brands is no new, recently famous fashion designers and beauty brands have also started tying up to combine their signature aesthetics with limited-edition lines. Following are some of the most buzz-worthy launches of fashion and beauty combined-
1. Sabyasachi X L’Oréal
Indian fashion designer after acing the trends in India fashion forayed into the world of beauty. He recently partnered up with renowned beauty brand L’Oréal Paris to create iconic Indian collection. The collaborated collection included lipsticks, liquid liners, mascaras, and make-up kits made of soft-touch faux leather embossed with the brand’s popular logo.
2. Manish Malhotra x MyGlamm
Bollywood’s most trusted designer Manish Malhotra, launched Haute Couture Make-up that included eyeshadow palettes (in foil, metallic and matte), glossy lipsticks, nail paints, long-lasting blushes, and mega-watt highlighters. All these were created keeping MyGlamm’s cruelty-free policy in mind.
3. Masaba X Nykaa
Be it fashion or beauty Masaba has aced it all, her collection with Nykaa was launched in eco-friendly cardboard packaging covered in her signature prints. The collaborated collection took two years in making and was finally launched last year in July. It featured 12 lipsticks, nail paints, and a dip-in polish remover.
4. Payal Singhal X Ranavat
Indian fashion designer Payal Singhal collaborated with the skincare brand, Ranavat. The collaborated collection featured Ayurvedic hydrating jasmine tonics, face mists, and hair serums, beautifully packaged in Singhal’s signature prints.
5. Manish Arora x Kama Ayurveda
Famous fashion designer Manisha Arora launched a collaborated collection with Kama Ayurveda. The collection had a bright packaging, along with two brooches in the designer’s signature eclectic embroidery, and Kama Ayurveda’s bestselling pure rose water mist.
Collaboration is not that bad, and recently the fashion world is embracing it quite well, be it Kanye West’s collaboration with GAP or Sabyasachi’s collaboration with H&M, the world of fashion is ready to embrace it. There is no harm in collaborating, if implemented well, consumers can own products that integrate aesthetics of a famous fashion designer along with a fast fashion brand in one product, which is never a bad deal for anyone. If we look at it with a different perspective, collaboration helps the fast fashion brands maintain momentum, especially during fashion off-seasons. As the industry is learning to collaborate, it is only a matter of time that India will witness numerous of these partnerships, which will be a long-term arrangement rather than an experimental one. Which collaboration do you feel was the best so far in the fashion industry? Which is the wildest collaboration you would like to see amongst the fashion industry in the future?
Do let us know about the same in the comment section and stay tuned with I Knock Fashion for further fashion and beauty related updates.