Home Thoughts From Abroad

Ahead of the festive season,launches by international fashion biggies include a limited-edition sari collection from Hermes,apart from a recently launched scarf that marked the renovation of the Asiatic Society in Mumbai earlier this year. There8217;s Jimmy Choo8217;s sequinned Chandra clutch and two evening clutches from Gucci with India exclusive plaques embossed on them. Among menswear brands,the Etro India jacket borrows heavily from Indian sartorial tradition,and is available in four editions,each with paisley motifs.

That8217;s not all. The accessory segment too has turned to India for inspiration. Tods has just launched a key ring inscribed with images of the Qutub Minar and the Lotus Temple in New Delhi as part of a fashion magazines promotional event.

Gone are the days when a dress by Valentino,inspired by an Indian carpet or a Rajasthan-inspired collection by Jean Paul Gaultier would be treated as exceptional. Now India seems to be on everyone8217;s mind. I wanted this collection of handbags and accessories to celebrate Indias time-honoured tradition of gifting,especially for weddings and the trousseau, says Guccis creative director Frida Giannini of the two evening clutches designed for India.

Deepika Gehani,Mumbai-based fashion designer and creative head of Genesis Luxury,which has brought Jimmy Choo,Bottega Veneta,Canali and Etro to India,explains the India connect: The centuries-old Indian heritage offers rich inspiration to foreign labels. For instance,Tamara Mellon co-founder of Jimmy Choo was inspired by her India trip to come up with the India special Chandra clutch. The sequinned metallic clutch,priced at Rs 1.25 lakh,is made of soft gold leather with red crystal embellishment and cinched at the side with braided gold chains.

Likewise,Canali8217;s Nawab collection draws from the Indian tradition of jodhpurs and bandhgalas. Roasie Ahluwalia,general manager,corporate affairs for Genesis Luxury,says,Simply put,it is an Italian product with an Indian essence. And it is,by far,one of the most popular products in India and contributes a major portion to our sales.

Swiss luxury jeweller Fawaz Gruosi,who founded de GRISOGONO,traces his relationship with India to the first pieces of jewellery he had designed. India has inspired me in many ways; I am truly enchanted by her colours. Our peacock neckpiece and earrings are a whole-hearted salute to the culture and traditions of India, he says. Patrick Thomas,CEO,Hermes,too talks of how the La Danse du Cheval Marwari scarf illustrates the special ties Hermes has woven with India.

These products also speak of a sound business strategy. With India8217;s growing reputation as a developing economy,and the slowdown in the West,it makes sense for these luxury brands to make a beeline for India,which is now the second largest luxury market after China. So brands like Louis Vuitton came up with unique marketing strategies like doing up their store windows across the world in Diwali finery last year. Under the artistic direction of their chief designer Marc Jacobs,fabrics sourced from authentic Indian vintage saris were used to make special-edition LV dresses,skirts,shorts and tops to specifically honour the common values that the brand shares with India.

Manishi Sanwal,general manager,LVMH Watch and Jewellery,India,says,The luxury retail space has a lot of potential as India has a huge population of aspiring shoppers who follow international trends. Indians are now familiar with the latest international brands. Little wonder then,that the Dior Christal 8 mother-of-pearl watch,with a price tag of Rs 10.9 lakh,features Mumbai as one of the eight time zones.

With India and Asia opening up as a huge market,brands do intensive research before launching country-specific products. We inform these global brands about what we wear and how and tell them about the important social and festive occasions in our lives. We give inputs on design,colours and fabrics. So the final product,that has been specifically created and is available only in India,is a mix of the suggestions provided by us and the brand8217;s aesthetics, says Gehani.