With Indian designers rapidly moving towards the pret side of the business, smaller, homegrown brands finally stand vindicated on what they've been saying for a while - the discerning Indian woman consumer wants to spend on western wear but often finds herself out of options. Vidhi, Director/ Designer at B: Kind chats with us about creating options for this market, the trends for the upcoming season and where she seeks her inspiration from.
How long did you study the Indian market before coming out with your brand?
I have been researching for the longest time and I always wanted to launch a brand in India looking at the dearth of western wear fashion brands since as a country, we are still dominated by the ethnic wear segment. Formal research took us about six months before we launched with our store in 2010.
The idea was to create a brand of clothing which is stylish and affordable. We spend our time creating brand presence among Indian women who are interested in western wear.
How frequently do you come out with a collection?
We come out with two main seasons - summer and winter festive. We also try and bring out two smaller seasons in between.
Where do you seek inspiration from?
Major part of the inspiration definitely comes from travelling across the globe. Besides I guess looking at women in everyday clothing is the best form of inspiration since it helps you study, "what women are comfortable in most" since that is our end motto as well, comfortable clothes for women in all age groups.
For the current season, what is your mood board like?
Summer 2014 is what we are working on currently. There are a lot of pastel shades. Prints will be our signature in "mix and match" styles. Comfortable silhouettes are definitely the need of the hour.
What trends do you foresee for the coming season?
Summer 2014 is all about comfortable clothing, maxi dresses and jumpsuits.
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