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Shantnu and Nikhil’s high praise includes the likes of Janhvi Kapoor, Ranveer Singh, Vijay Deverakonda, Kiara Advani and Kartik Aaryan. Being the makers of signature drapes in menswear in the industry, their designs look like the kurta that is tight and creased. Bandagala They have become staples in the menswear market today. Go to designers.
Aditya Beer Fashion acquired 51 percent stake in Shantnu and Nikhil two years ago. Is corporate collaboration the future of fashion?
The Indian Fashion Corporation is long overdue considering the combination of heritage and modernity associated with India. While we believe that fashion is incomplete without its dark side, the creation of a fashion corporation has brought with it a safety net that allows us to push through.
The envelope will be a more powerful and creative force than ever before. There is a difference between how a venture capitalist views a corporation and how a strategic partner views it. Underpinned by a long-term vision, ABFRL’s collaboration with Maison Shantnu and Nikhil is strategic in nature. As a brand, in order to become a global player, we strongly feel that it is important to expand the business to new horizons where innovation truly meets business, expanding the business into a strong corporate ecosystem.
S&N recently announced five new stores across the country. How does this bridge-to-luxury line echo Shantou and Nikhil’s passion for your couture line?
S&N celebrates Indian roots with a millennial hint. Our products range from casual shirts to signature draped kurtas and everything in between. While couture is more detailed and plain, S&N has Shantnu and Nikhil’s signature soft pieces. Leather applications, play of symmetry, clean lines, all these elements can be seen in S&N. The best part of S&N is that unlike couture, it’s ready-to-wear.
Feeling pressured to convey your message to a digital audience with eye-catching 30-second reels?
Fashion films have been a very powerful tool for design houses. We research hundreds of properties and research every setup or product we know before a campaign shoot. For us, Rails is a window into the breadth of art we create. Reels are also a more convenient way for our customers to engage with our narrative, and as long as our customers find meaning, we try new ways to tell a story in 30 seconds.
What are your thoughts on the fashion metaverse?
Metaverse allows design houses to import their various artworks, such as sketches and archives, which were previously not an option for sale or display. One of the main advantages of Metavas is the endless possibilities it offers in its limitless form. It doesn’t restrict one’s design values ​​and definitely gives a platform to artists and their passion. At the very least, the digital world encourages designers to stretch their imaginations and explore techniques they may not have been able to do before.
How important is sustainability to your brand? How do you practice?
Fashion is seen as a global influence and a brotherhood of change society. We have integrated this change into our philosophy and are now showing a promising future with a focus on art, creativity, sustainable development and collaboration. We are part of ABFRL, constantly exploring new opportunities to become more sustainable with our #ReEarth commitment. In keeping with our new manifesto, we launched a one-of-a-kind sustainability initiative ‘Buy Back’ – a program that allows proud owners of Shantnu & Nikhil couture to exchange their old clothes at a loan price. Next purchase. This ensures not only responsible consumerism but also controlled production at our end.
Valentino recently announced the arrival of two new stores in India in partnership with Reliance Brands Limited. How will this influx of global luxury brands impact the Indian luxury space at home?
The growth of international brands has been a phenomenon due to the conglomeration of the fashion industry in India. It may lead to a high level of competition, but every designer has a unique selling point that makes them unique, especially with Indian coats. In the wake of the pandemic, fashion as a commodity is, in our opinion, slowly but surely shifting from broad, fast fashion to sustainability.
Fashion, which is definitely the new BTL culture, not only in India but all over the world. The fact that Indian fashion is also getting corporate makes the BTL approach more valuable at both scale and market. Couturier brand extensions like ours ensure brands go from luxury to bridge-to-luxury. Direct-to-consumer (D2C) emerges as a strong trend, bringing to the table the world of muscle digital and the new Metavas. Fashion, as an industry, will be more profitable, which will help to further expand the job opportunities for the young workforce.
What would you say are the top couture essentials for men?
Men are no longer following the strict traditional ritual order. They were bold in their choice, but there is such a key essential as a classic white shirt. A pleated kurta and a signature waist coat is something that every men’s wardrobe needs. Such pieces help to adjust the outfits from day to night or vice versa. We’ve also seen customers turn to digital prints, metallic details and heavy accessories for their formal wear. Plus, men these days aren’t far behind in sporting jewelry underneath their ensembles, and we have a feeling the trend is here to stay. Millennial brides are not afraid to take risks, and this shows in their choice of jewelry and brooches.
Favorites of Shantanu and Nikhil
BandanasAlexander McQueen
ClothOrganza and jersey
Picture: Incommensurate
Color: military green
Exchange: Neck scarf
(Featured Image: Shantanu and Nikhil)
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