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Brands on the ramp

The India Brand Show saw some 30-odd participants

EXTRAVAGANZA Models showcasing collections during the fashion show

To allow brands to communicate their individual philosophy, Future Fashion House recently held India Brand Show (IBS). The three-day fashion extravaganza held at The Renaissance, Mumbai saw 32 brands participate in six ramp shows.

The most familiar brands in children, men and women's wear displayed their products. Gini and Jony showed their clothesline with a spirited performance by children. Saville Row displayed immaculate suits with dapper shirts and patterned neckties. Van Heusen had an array of styles from the conventional dark suit to black coats with pink pants!

Reebok showed its Active sportswear collection, which comprised separates, racer-back tees, tops and shorts. Sporty Reebok got cute with girly frills and pretty pinks. A variety of women's wear was seen in the collections of Jealous 21, Blackberry, Lee Cooper, Van Heusen, Belmonte, to name a few.

Edgy grace

While Blackberry seemed to create the edgy grace of Jackie Onassis complete with scarf, Lee Cooper returned to the races with elbow-length arm stockings and Trussardi created elegant yet wearable black silhouettes.

The emphasis of the women's collection was to flatter the female form without restricting or concealing it. The office suit became feminine. It was practical yet pretty.

But isn't there a problem of surfeit with 32 brands displaying their wears in three days? Pallav Moitra Director and COO of Images Multimedia and the brain behind IBS explained that with the growing retail industry, rise of exclusive stores and umpteen choices there is a great confusion in the consumer's mind. A platform like this was an opportunity for individual brands to communicate their individual philosophy. With retailers understanding the fashion philosophy, half the battle is won, he asserted.

Vishal Mirchandani, Brand Director Allen Solly confirmed, "IBS is a fantastic opportunity to tell the industry what you are about."

Asked how women's fashion attracted more attention than revenues, Moitra reasoned that traditionally in India, women prefer to buy piece-meal. But now with the stress on stylish wearability, women's apparel market is picking up.

Mirchandani observed that while today the women's wear is only 38 per cent of the market, it is the fastest growing sector with the largest number of outlets being opened.

Both Moitra and Mirchandani felt that the Indian market is very brand conscious. "A time has come in urban India when the consumer goes for a brand," Moitra asserted, "It's not impulsive buying." The IBS was held as a festival-within-a-festival at the Images Fashion Forum.

NANDINI NAIR

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