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Dressing UP, MOVING up
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That's the world according to Namrata G
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Namrata describes herself not merely as a fashion designer but a style consultant.
FASHION DESIGNERS have a logic about why you should be interested in fashion. Namrata G has an emphatic one: people decide what you are — in the first minute — by what you wear. Can't fault her assertion, because if she were unable to convince you why you should look good every other day, she, her label, and fashion would not be there. And that is why she is not apologetic about carrying her assertions wherever she goes. She is just back from Sri Lanka where she exhibited her Summer 2004 collection at The Look of Namrata G, the fashion show that showcased her new collection on models from very many countries. The collection was a sell-out.
Namrata tells us that she banks on Indian heritage. "India's strength is heritage. I will be proud to route that heritage through my brand. People in Sri Lanka are looking to things Indian," she observes. In Sri Lanka, she had on display the Nautch Girl, expressing the sensual, the psychedelic, for an evening mood, the vintage collection bringing to light the heritage of India, and the Pure (Finale), cashing in on New Age spirituality. It is evident that Indian heritage inheres, for her, tradition, modern, and the contemporary in one blend. "Yes, I would like to see myself as a fusion designer," she confirms.
Namrata's designs caught attention in the Nineties. Her eponymous label was launched in 1994 at the premier Kingfisher Derby Show held at Windsor Manor. She became the Official Designer for Skycell, Chennai, in 1995, was part of the Alliance Francaise collection for Rugs & Riches 1996 presentation by Prasad Bidapa and the Toshiba launch introducing Indian wear in denim, the club wear line in the city, and showcased a futuristic line for the Dow Jones Technology summit.
In 2000, Namrata launched her flagship store, Kairos Namrata G. The label then acquired a largely national and some international reputation. The same year, she was presented the Kingfisher Award for Excellence in Design, in South India. In 2002, she was out with her men's label, Man by Nam. A management graduate, Namrata describes herself not merely as a fashion designer, but a style consultant. Over the years, she has been specialising in fusion attire, drawstrings, wrap skirts, wrap pants, and now kurtas, suits, and shirts for men. She has worked on different textures, drapes and falls, brocade silk, polycot, and polyester. She does weddings and theme parties. She designs not just the costumes here, but the very look.
People who are fast climbing up the ladder come to Namrata. "My people have intellect. They will be asking themselves how they can look different. They are people who know their mind. The challenge is to dress people who have an idea of how to dress," says Namrata. Many of these are from the corporate world, men and women, and many are also housewives. "Housewives are also very stylish. They think about how to look different. And they are particular about what they would like to wear."
Most of her clients are in the age group of 30 to 50 years, with a majority in the thirty-plus range who, she believes, need counselling. "A number of people have graduated in terms of money, but not in style. They are coping with changes in finances.
They would not know how to spend on clothes, how to make the first impression. This is where the designer fits in.
The designer will tell them about accessories, pens, bags, ties, suits, shoes, whatever. We will give them style if they don't have one."
Namrata G's collection begins at Rs. 900 and goes on into the thousands. Even if looking good is expensive, she will tell you that it is value for money.
Most of her clients are from Bangalore, but she also has people placing orders from other cities such as Mumbai and Delhi. She also sells in Hyderabad at Marichika, the Appa Rao galleries in Chennai, and Arena in Colombo.
She is happy with her returns for the kind of investment she makes, though she admits that investment for a fashion designer means "a working capital situation all the time". The returns are seasonal, but that is the situation in what she tells you is still a "cottage industry" in this country.
Namrata believes that there are about eight to 10 serious designers in the city, nothing compared to Mumbai, where you have a minimum of 200. "But if you want to find more designers, you will find one in every garage," she asserts.
The city seems to have a lot of catching up to do, but in that time if you still want to look good, you could turn to Namrata.
She has her logic: "Dressing up is about communication, silent communication. We will do it for you."
PRASHANTH G.N.
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