The growing emphasis on quality over quantity is boosting demand for customized fashion in India. With people buying less, their interest in off-the-rack clothes is weaning, feels designer Payal Singhal who offers customized services across all her product lines including bridal, prêt, fusion, menswear, kids wear and accessories.
Increasing customization of bridal wear
In India, the term customized or bespoke fashion has become synonymous with bridal wear. Hence, designer Ritu Kumar recently reintroduced her bespoke bridal services. Steeped in India’s rich textile history, the brand’s designs will henceforth be customized according to customers’ needs. Designer Anavila Misra, best known for her collectible saris, aims to offer less but well-crafted designs. Singhal too will allow her clients to mix and match clothes by providing them with an access to her past collections. Technologies like 3D renditions, archiving, virtual trials and e-commerce will help these designers offer customers a seamless shopping experience.
Offering customized luxury
The post pandemic world will also accelerate adoption of customization by homegrown prêt labels like resort and lounge wear brand Verandah. The zero-waste brand is known for making each of its order from scratch. Over the last eight years, the brand has customized multiple people for several of its clients. Anjali Patel Mehta, Founder and Creative Director, believes henceforth there will be more demand for special, well-cut and transitional pieces that last long. In order to cut waste, shoppers will invest more in the creation of their outfits. Customization will also help brands tackle the problem of overproduction. They will be able to replace the old theory of ‘See now, buy now’ with wait and wear’. With customization, consumers will also able to build a collection that they have an emotional connect with and savor every minute of the experience.