“Without continuous upgradation in design and introduction of fresh drapes and styles, no brand can keep its consumers attracted for long,” opines Siddharth Bindra, Managing Director, Biba-India’s most loved women’s ethnic wear brand. True to its words, Biba has continuously introduced trendsetting designs over the years. It recently launched the Indie Mickey Range in partnership with Disney. “This collection brings India’s favorite cartoon character in a unique style to life. Inspired by the indigenous arts, crafts and craftsmanship, the range features Mickey prints and intricate embroidered Mickey motif in the designs. It offers stylish, bohemian and quirky designs for both Biba and Biba Girls like crop tops, tunics, trendy tops, bohemian maxi dresses, shirt style kurtas and shrugs,” notes Bindra. The range has a color palette of hues of blue, red, white and black. The Biba Girls range has crop tops, skirts, short kurtas and dhoti salwars in bright pink and yellow colors too.
Combining style and comfort
Bindra points out, people nowadays prefer trendy and comfortable styles. The brand, through its high quality fabrics, fresh prints and silhouettes fulfills the need of its patrons in the best possible way. “Our Spring/Summer 2019 collection offers blended cotton, modal, viscose, rayon, flex and linen fabrics in fresh textures and beautiful dobbies.” In designs, the brand offers trendy yet traditional silhouettes along with classic and smart shapes. “In addition, we offer a lot more style options in core and solid kurtas with an elaborated range of bottoms to co-ordinate with,” adds Bindra.
The designs, including the cross over kurtas, cape gowns, tulip pants and prints, in its latest SS’19 collection have been well-appreciated by customers as the brand always “tries to offer the best combination of style and comfort.”
Changing landscape of Indian fashion
Bindra notes the Indian fashion landscape has undergone a major transformation over the last few years. Brands are constantly curating new designs and trends owing to the fast changing fashion preferences. “They are curating new designs and trends, be it bold colors, new styles, fabrics and prints. Ethnic wear has evolved from its truly ethnic form to a more revamped avatar with different cuts and drapes. Salwars have transformed to pants, palazzos and skirts whereas kurtis have transformed to long floor length dresses, anarkalis and asymmetric flare kurtis,” he adds.
Fusion wear emerges as preferred option
Bindra feels, fusion wear serves as a comfortable yet a stylish option for daily office wear, casual outing and evening wear. Keeping this trend in mind, Biba recently launched a modernised version of the sari kurta, gowns and casual wear section. “We offer great quality fashion with best comfortable fabrics and trendsetting designs,” adds Bindra
With 275 stores across India, Biba plans to add another 125-150 stores, taking its total store count to 500 in the next two years. “We also plan to tap the franchise route to expand further into small cities and towns,” Bindra sums up.