The ongoing lockdown which is now in its third section has modified the dynamics of the fashion business. The shopper’s fashion priorities have additionally modified because of the lockdown and scenario prevailing in the world, he believes.
“I think we will start to see a lot of soul and sensibility in fashion from now on. There was such mindless consumption of trendy clothes — I think people are going to step back and prioritise well,” Shah says.
Amid the lockdown, the designer launched some particular items of Bhaane’s Spring/Summer 2020 assortment. “We are a pretty small business and were swift with adapting changes. Our buyers responded quickly and edited the offer to launch only the most special pieces. We have repurposed the raw materials for next season.”
Most companies and fashion homes are going to lose an entire season with the block out and manufacturing timing for the subsequent season. The designer believes, “There is a dive in business like with every other business. However, our brand dialogues and engagements continue.”
Bhaane’s newest drop is impressed by the ‘90s period, bringing again the nostalgia. “A very important brand rationale is to evoke ‘Indianness’ — something so unique to us and only we can respond to this sort of tease. I love tapping into nostalgia in quirky fashion. I feel it is such an easy way to time travel and emotionally engage the audience,” says Shah.
Shah has been related to Bhaane, based by Anand Ahuja and his spouse Sonam Kapoor, for a very long time now. He says the affiliation has been a “lot of learning; identity building is an ongoing process and you tweak constantly to sharpen your raison d’etre. I am pushing myself, taking risks — putting myself out of my comfort zone to ensure there is a sense of newness in all our offerings.”
Shah, Sonam and Anand work collectively on collections and campaigns, he says. “Both of them are extremely open-minded with a very large vision and clarity of brand purpose. We work very closely in the process and constantly talk about rights and wrongs. They are always available for feedback and critique.”
On requested about which look he want to fashion Sonam in, from his newest assortment and why, the designer replies: “She has such a unique sense of style and can literally pull off anything. I would love to see her in one of our oversized kaftan tops.”