Peacock Feathers

India Fashion Week in Delhi. Now,as they gear up to show their bridal line today at the Aamby Valley India Bridal Week in Mumbai,they admit that it hasn’t been a smooth journey. “We have had to reinvent ourselves constantly. When we started off,we were busy trying to fit in; gradually,we realised that FSP (feathers,sequins and prints) is our mainstay. So we made a conscious decision to stick to this formula,” says Falguni.

What’s interesting is the manner in which they have charted out two different stories·that of their ‘Indian’ bridal line targeted at the market here,and another of their western line,which has seen international exposure over the past few years,not to mention their celeb fans.

“Bridal wear is the safest bet in India; it is sure to get you good returns. So we now plan to stock a few pieces of western wear in our India stores and that too,for fashion magazines; the rest will be bridal. Those interested in purchasing our western wear will have to shop online or buy it from stores abroad,” reveals Shane,now scouting for office space in Madison Avenue,New York.

They will soon launch their line of FSP bags,shoes,perfumes and accessories,which will be made in Italy. Shane says the international market is a part of their long-term strategy and that’s why they showed for six consecutive seasons at the London Fashion Week and debuted at the New York Fashion Week this season. “The Indian market is important but we are now eyeing the international market in a big way,” says Shane.

Aggressive lobbying is a term they are only too familiar with,especially since they have signed on agencies in the US and UK to represent them. “That’s how our international journey began. We took part in a press day in LA through our agency,after which,we were approached by Fergie’s reps to design for her FIFA World Cup performance. We were given a brief and told to include South African influences and within one week,we had made four options for her to pick from,” recalls Falguni.

What followed was a posse of international pop singers dressed by them; for red carpet appearances as well as concerts and music videos. “The pop singer connect comes from the fact that our western wear is heavily inspired by rock and roll. These stars are all about the drama and this is where our edgy creations come in. It is a big high to see Madonna,Lady Gaga and Katy Perry dress up in our outfits; we are in talks with several Hollywood actors though it is premature to talk about it,” says Shane.

Has international fame helped them steer away from local criticism? “We will continue to welcome constructive criticism but we have also learnt to take it in our stride. And while we do create over-the-top outfits for the rockstar clientele,the toned down practical versions are also up for grabs. The Indian customer today is more fashion conscious and open to experimentation. The other day,I had someone who wanted to pair a sequinned leotard with a lehenga for a wedding reception,” ends Falguni.