Rakesh Morvadiya, Director, 18 Fire feels, it’s important for his brand to introduce new innovations in styles while keeping them minimalistic at the same time. “The styles should relate to every niche market segment we target,” he adds further saying, “our style statement for coming festive season includes a lot of flared cuts paired with gold embellished fabric embroidered palazzos, dhotis, and pencil fit pants.”

The brand has introduced an exclusive combination of high-end kurtis with plazzos and dhotis in its new collection. “We have used fresh color combinations like mustard, tomato red and earthy shades,” adds Moravadiya. The brand uses fabrics with natural textures like various varieties of cotton and embroidered fabrics.

Fusion wear, combining two cultures

Innovation and novelty has led to the popularity of fusion wear in India. It helps in adding variations in the fusion wear styles. “The basic idea of fusion wear is to combine two different cultures. The segment fills the gap between western and ethnic wear. This is leading to its rapid growth in India,” adds Morvadiya.

Though international brands are gaining exposure, Indian brands are retaining their own essence. “Every brand in this segment has its own niche and style. Competition boosts our energy and encourages us to introduce new variations in our collections,” adds Morvadiya.

Offering the best of both the worlds

“Due to the political and economical changes in India, more people are demanding super premium products today,” says Morvadiya. However, the brand provides both economic and super premium products under its brands Divyanshi and 18 Fire brands respectively. The main attraction is its mix and match products. “Our products deliver our customer’s needs as we strive to grow with them,” adds Morvadiya.