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AK: The great thing about fashion is that it changes every season. It has to, and you start from a blank slate. You have to make sure that the next collection is equally good or better than the previous one. It’s the constant reinvention that keeps you on your toes. We have a certain vision for where we want the brand to be, where the brand had to end up. The magnitude, influence and scale -all of it keeps being in fashion interesting.
Label has a distinct visual language, how do you manage to circle around that season after season?
AK: Visual language for us at Label is meant to have a relationship to the urban Indian zeitgeist. By that I mean how we at Label see and reflect fashion back to an independent, young, Indian woman. We spent a few years doing dance inspired fashion films, because music and dance its a huge part of being young. We try and shoot campaigns with “pre-celebrities”, before those actors burst onto the scene. Now we want to express ourselves keeping everything happening around us in mind. India is becoming more bold. We just want to continue to emote that as much as possible. Label is meant to be a different energy than the rest of our brands.
Given the mother brand’s proclivity for using handlooms, nurturing and uplifting rural Indian artisans and crafts, does Label and you feel the pressure to not steer too far away?
AK: The question could be flipped around as well- why should we feel the pressure? Label is meant to reflect a young, urban, lifestyle and we feel their requirements are different, from say a Chanderi kurta for everyday use. We have 5 brands including the home textiles one. We are clear that we don’t want any of them looking similar and each of them have their own place within the
business.
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“Sustainability is woven into our DNA”: Ritu Kumar on what’s at the heart of her brand—and latest collection
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