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By divam gen
Latin American fashion is representative of “artistic” fashion in its truest form, always focusing on handwork, crochet, jewelry and arts. Lately, Latin American fashion has gone beyond the hot weather and embraced modernity. Their eye for design and style is translating well for international markets. The region’s fashion industry is diverse in innovation and new technologies, and the world is working closely with Latin American manufacturers and brands.
Latin American brands participating in shows like Magic, Vegas have taken it to a different league.
In the year In 2010, I was the Senior Manager for Global Sourcing, a leading fashion e-commerce portal in India. When I first visited Bogotá for ProColombia Macro wheel In the year For a business meeting in 2014, I was traveling to South America for the first time and had no particular expectations. It was an amazing, absolute eye-opener for me.
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I was looking for fashion from all over the world for India’s e-commerce sector and had no clue about Colombia’s fashion potential until my visit. This was a global and regional hub for your not-so-familiar but extremely important products such as swimwear, underwear, shapewear and activewear.
The fabric, the technology, the patterns and prints, the images and the style were out of this world. Those 48 hours in Colombia changed my life completely. It was the first swimwear brand I tried with Colombian brands. Girls. It was very popular in India. We all sold out within weeks. Investors panicked. This was the beginning of something big.
Colombia, South America 3rd Big Economy carries some of the best in underwear, shapewear, activewear and swimwear. There is tremendous work going on in design and innovation.
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Let’s talk about swimwear and activewear. Now these are special fields. Columbia brands are developing and producing innovative fabrics that are antibacterial, offer UV protection and are also waterproof. One also looks at prized fabrics. Vertically integrated companies give you the flexibility to offer a complete package (where the company manufactures everything for you, within your product). You can develop your brand with small order quantities (MOQs). Competitive labor costs help control production costs.
For a long time, swimwear never got its importance in India. People used to buy pure performance based swimwear from brand stores or international places especially swimwear for overseas trips. Elegant swimwear was only adorned by celebrities and models.
But today, women are open to wearing swimwear in India, whether on vacation or for their Instagram profiles. Fashionable swimwear is gaining wide acceptance. Having said that, swimwear brands have not been able to keep up with the growing demand and popularity. There is a huge void in patterns, graphics and technologically advanced fabrics. There is a dearth of good brands and styles in the swimwear segment in India. A few international and local brands are dominating this space. The market is flooded with low-priced, low-quality swimwear or high-end designer swimwear. Indians are now ready to invest in a good swimwear and are very ready to flaunt it. People are not interested in the basic functional swimwear that traditional sportswear brands offer to the masses. It’s time to bring the integration of technology, design and fashion to add everything.
In the year In 2017, my wife and I started Fabest, a premium yet affordable womenswear brand based in New Delhi. I was meeting, evaluating and researching for a Latin American company that could become a lifestyle brand and compete in India. Chamella, a premium Colombian brand, ticks all these boxes and sets a completely different benchmark. Their designs and creations are impressive in categories such as swimwear, underwear and activewear, and their contemporary collection includes multiple edits that allow the customer to choose from a variety of styles, prints and features. They are also a large-scale brand that offers large volumes for the Indian market. Being a lifestyle brand, after launching swimwear we at Fabnest thought of launching activewear, underwear and shapewear to tap into their full potential for the Indian market.
The future remains bright for Latin American fashion in India, and Chamela is just the beginning.
(Author is co-founder at FABNEST. Views expressed are personal and do not reflect the official position or policy of FinancialExpress.com.)
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