Today’s women demand clothes that touch the roots of their origin and match the wavelength of their contemporary thoughts. They believe be it office or casual wear, they can stay rooted to the ‘Indi’culture. “Fusion wear allows woman to break away from the shackles of set clothing norms and mix & match her garments,” says Deepa Surekha, CEO, Be Indi. The brand offers comfortable yet blingy clothes that cater to the tastes of the modern, women. “For this season, we are tweaking ethnic lehenga cholis into capes, transforming the traditional banarasis into crop tops and maxi dresses catering to all sizes,” Surekha says. The brand will launch fresh cuts and silhouettes in traditional banarasi fabrics, Georgette capes with skirts, long maxi dresses in happy colors to bling amongst the festivities of 2019.
Be Indi creates the best silhouettes using old traditional fabrics like Banarasi, kantha stitches and block prints etc. “These elements connect with our customers and convince them to choose ‘Be Indi’ for their wardrobe,” adds Surekha.
Transforming towards a bright future
She feels fusion wear segment has gone through variable transformations. “From originally being confined to categories like saris, kurta sets (including dupatta), etc, the segment has transformed to kurta sets without dupattas, the salwars switched over to leggings, palazzos, straight fit pants etc.” Many brands have also introduced long kurtas that can be worn as maxi dresses with scarves.
Fusion wear has a bright future as it serves all ages, occasions and sums up as a contemporary global Indian wear, blended with ethnic carrying a hint of western wear. The segment is likely to be dominated by homegrown brands who know the Indian sensibilities and demands of the customers. “These brands know how to blend Indian-ness with the right amount of western elements. They stay rooted to the sustainable and Banarasi fabrics with block prints which amalgamate the Indi looks with western silhouettes,” adds Surekha.
Spreading its wings
Surekha believes online and omni-channel retail has given customers more options to choose the fusion wear brand. “The silhouettes blended with ethnic elements with a hint of western look cater to the masses who do not want their Indian-ness to fade away,” she says.
In future, Be Indi aims to spread its wings wide. “We plan to set up 100 flagship stores to deliver the best fashion by the end of 2020,” adds Surekha.