Journalism of Courage
The city has fashion institutes,designer boutiques,off-and-on fashion shows and collection previews,as well as an annual fashion week. Yet,the overall fashion scene lacks that spark and sizzle and pales in comparison to a Mumbai or Delhi. The city has to grow with a certain character,rather than just for the sake of growth. People need to understand that fashion is not only about leggings or jeggings being trendy. Its about wearing what you understand and understanding what youre wearing, opines Rasika Wakalkar,owner,Studio Rudraksh that has launched over 140 designers in the city.
Wakalkars multi-designer store regularly has preview shows wherein clients are invited to meet the designer and view the collection. It is safe to say that this group of people has a more evolved sense of what fashion is. There is no confusion or intimidation about spending money on designer wear. But,there is a section of society that wears the trendy accessories and shoes,carries the right bags,but all at one go. It becomes garish and more like fashion faux pas, says Wakalkar. Awareness about fashion consciousness needs to go up. Wakalkar has steadily worked on this aspect. But there is a difference between teaching and educating. People need to educate themselves, she stresses.
That the city has a fashion week is commended by both Wakalkar and Dhruva. But both are of the opinion that it is more an entertainment event than a hardcore business fair which is what it should be. So on the one hand people scurry for invites to the shows but theres hardly any business generated out of it. I wish people would understand the difference between good and bad finish,and why they have to a pay a certain price in terms of fabric,seams and other details, says Wakalkar. Designer Rahul Mishra has been graciously accepted by the citys fashionistas. They understand and like his work. But,theres a catch. Pune has a very small social circle. As long as a designer can maintain variety and uniqueness,it becomes a vast market. A lot of innovation is required on the part of designers to turn this into a continuous business point, he says. If someone buys a piece from Mishras SS 2011 collection,she will not go for the next SS 2012 one until its very different. Every season,one has to propose a new look to win over the shopper, he explains.
In terms of numbers,his western collection scores,but money-wise,its his Indian line. Perspectives need to change,explains Dhruva. For example,local designers like Nivedita Saboo and Seema Singh are extremely busy because of bridalwear. Their price points are slightly lesser and they can meet the client easily and offer customisation. This aspect really seems to work in Pune.
While no one disputes that the scene is changing it has changed drastically in the last three years, points out Wakalkar but to reach the fashion maturity level of the larger metros will take some time. Here,we can distinguish the mentalities into old wealth and the nouveau riche. The aspirational market will acquire the maturity of understanding fashion only when exposed to it. Its a slow but steady process of fine tuning, Wakalkar adds.
