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Thursday, May 26, 2022

Dress De codes

Wanting to flash a Wendell Rodricks or a Priyadarshani Rao label for a party meant a drive all the way to Mumbai for Rasika Wakalkar a year back.

Written by Tanvi Salkar |
July 17, 2009 2:53:25 am

Wanting to flash a Wendell Rodricks or a Priyadarshani Rao label for a party meant a drive all the way to Mumbai for Rasika Wakalkar a year back. Today she claims that at any given party there are a a couple of people flaunting labels from her store. Along with conspicuous absence of them and a sheer need ,many reasons led her to open her own store Rudraksh a year back that has since launched aroung 50 labels. And she is not alone,it was during the same time that a league of designer label stores mapped the city and all its owners had little to do with any credentials in fashion qualifications. Ruling the dress codes of the party circuits and otherwise they are the new faces dictating style.

“I observed that everyone would be traveling out and when the city has a disposable income and a significant social life it badly needed a store. To open something like this,it is the business sense and an innate liking to dress up that is needed. People who wear my store labels are from places like Kondhwa and Kothrud which is a representation of the aspirational buyers as well as the elite class and this popularity range is very encouraging,” adds Wakalkar.

For Damayanti Raje Bhosle in addition to the many social initiatives that she leads this one was 1diversion,when she opened her store Araliya last year housing a dozen labels. “None of us are designers but this is no more a criteria since we all are consumers of fashion,have a sense of distinction and style that is instinctive. People who walk in my store also possess a lot of knowledge and I do have fashion students to guide our customers. As long as we are offering an unique product we would surely decorate the trousseau,” adds Bhonsle who holds a masters degree in human resource.

For Tamanna Madaan who owns Fuel on Bund Garden road with around twenty five designer labels,the brand consciousness and dawn of stores happened simultaneously to the city as she says,“It started with the idea of getting in something different and also with the realisation that something so much required was missing. Infact we offer brands beginning from around Rs 2500 which you might end up spending in a boutique,why not go for a designer instead. I often revise the couture depending on the season although the collection ranges from pret to formals. A lot of clients have been coming picking up a label for any and every occasion.”

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