Trend station

One could say that it’s the youthful,energetic vibe of the city that makes Mumbai such a hub for high street fashion. Senior PR consultant and avid fashion shopper Adnaan Shaikh says,“We (Mumbaiites) have a different sense of style. We like new age style,we like experimenting with our looks and we appreciate individuality. It’s just not about wearing a brand—it’s about mixing and matching and making it work for you.” Designer Vijay Balhara agrees,and adds that fashionable young people in Mumbai don’t feel pressured into buying only designer wear. “High street fashion appeals more to the youth here because the attitude of the people is more relaxed and less critical.”

A big disadvantage,however,is that no matter how trendy a particular product may be,there’s no denying that it’s still mass produced. As designer Nachiket Barve says,“It’s good if you want to stock up on basics like white shirts and T-shirts. But if you’re going to buy a formal outfit for Rs 6,000,you might as well spend a little more and get a designer piece,” he says. However,Barve agrees that as far as accessories are concerned,high street is a great option. “Bags and shoes are very seasonal—something is in fashion now and out of favour tomorrow. Instead of spending a lakh on a couture piece,in this case,it makes sense to buy high street.”

The Mumbai fashion scene is certainly ripe for more. Jesus Echevarría,chief communication officer,Zara,agrees. “We consider that our entry in the market has been taken in the most appropriate moment,” he says. Mumbai’s love for high street can be linked not just to knowledge of international fashion trends,but also because our celebrity-obsessed culture is beginning to take note that some of our most fashionable women mix haute couture pieces with high street fashion. Dia Mirza,has often been spotted in Mango dresses,while others like Kangna Ranaut and Kareena Kapoor have been spotted in labels like Zara and French Connection. Kamal Kotak,country head of Major Brands which is responsible for bringing Mango and Promod to India,acknowledges,“Today women are well aware of fashion,are up-to-date with international trends and styles and are definitely well-travelled.”

Designers and niche boutique owners are certainly not feeling threatened by the advent of trendy and affordable fashion. Balhara points out,“Every one has their own place. I don’t design what Zara makes and they don’t design what I make. I know what my customer expects from my label.” On the contrary,the designer feels that the market has only grown richer in terms of choice. Nagma Ansari,who runs the chic South Mumbai boutique Ahilaya stresses,“There is always an overlap of customers. Women here are different from those in the US,in that,American women who shop haute couture won’t step into a Mango,while in India,everyone shops everywhere.” The reason she has nothing to worry about is that customers will continue to look for unique products. “We’re always on the lookout for well-made,one-of-a-kind pieces,and while high street labels have made fashion more accessible to the middle-class,niche boutiques will continue to thrive,” Ansari says.