EVOLVE APRIL 2015-Rs. 75
100 + designers 2800 + outfits
e R d n e r T
t r po
EDITOR’S NOTE E
volve brings you the latest trend report which is much awaited by everyone. People see fashion weeks through videos or social media but they are not able to exactly make out the trends. Here we did this trend report so as to give you a clear picture of what are the latest trends from the lakme fashion week. Evolve means change and change is the foremost thing that has kept us going all through the time. By the changing time people are changing the way they think. Every other field is going through a big change.
Divyangana Agarwal Radhika Ahuja
EVOLVE APRIL 2015
CONTENT 1. Trend Report 11. The New A-Z
Learn the new A-Z by Evolve today itself..
Get to know about the latest trends at the Lakme Fashion Week 2015
13. From Wills to Amazon Journey of FDCI from Wills to Amazon
15. ZARAA boom to Indian fashion retail industry
19. Designer by profession, an aritist by passion Interview with a fashion designer Abhishek Sharma
EVOLVE APRIL 2015
23. India on everybody’s minds!!!
Get to know more about India
26. Marriage not??? 28. I was never happy like that before- RUPA
Interview with a fashion designer..lets see her point of view
31. Bringing BOHO from the streets!!
41. KlickLuxury in hands 43. Window goes live... 45. Fast fashion
EVOLVE APRIL 2015
37. Jack of all, master of none..
let us read and find out about them...
47. Industry under fire...
Evolve Trend Report Lakme fashion week summer/resort’15 held on from 18 March to 22 March at Palladium Hotel, Mumbai celebrated 15 years of fashion. More than 80 designers showcased their unique collections. The motive of Lakme is to make a mark of India in the global fashion industry. As grand as its name everything was grand from the clothes to accessories to the ramp and the grand finale. This season various trends were showcased that made the audience go crazy for. We bring you the latest trends of this season, to keep you up to date with the fashion industry. These trends are here to stay,stay with us this summer.
1 EVOLVE APRIL 2015
1Be Quirky
2 EVOLVE APRIL 2015
Verandah
PAPA DONOT PRENCH
QUIRK BOX
QUIRK BOX
Verandah
NEHA AGARWAL
NEHA AGARWAL
Being quirky is the latest trend. It is a trend that has come up very differently but successfully accepted by the people. Bright quirky designs added brightness to the garments by the designers Quirk Box, Neha Aggarwal , Papa don’t Preach and Verandah. The use of bright colors and bright prints make it more attractive to wear. So this season be quirky, be different!
2Giltz Verandah SABYASACHI
SABYASACHI
MANISH MALHOTRA
3 EVOLVE APRIL 2015
MANISH MALHOTRA
Verandah
Sumeet Verma
Many designers like Suneet Verma, Manish Malhotra, Verandah and Sabyasachi mukherjee set the latest trend by adding glitz and sparkle in their collections. We are definitely seeing this trend in fashion with sparkles, and gold/silver colors to make your occasion a perfect one. Designers this season recreated the need of glitz and glamour.
3Jewel your Look
The designers combined the casual fashion look with the royal look by adding unique jewelry pieces to their collections. Designers like Anamika Khanna, Mandira bedi, Babita Malkani and Vasundhara added charm to their collection by adding the jewelry pieces . Accessorizing it with a perfect jewelry piece can make any casual look go fashionable and trendy. So hurry and get youself jeweled..
4 EVOLVE APRIL 2015
4Head Geared An element of clothing worn on head has now become the fashion trend this season. Different looks were created by the designers Tarun Tahiliani, Vasundhara, Masaba and Divya Seth made a mark in everyone’s mind. They created flamboyant look with some headgears that goes with the summer casual look.
5 EVOLVE APRIL 2015
5Casual Men’s look
KUNAL RAWAL KUNAL RAWAL
KUNAL RAWAL
DHRUV KAPOOR KUNAL RAWAL
6 EVOLVE APRIL 2015
DHRUV KAPOOR
DHRUV KAPOOR
Usually people never used to take men’s fashion seriously but now men’s fashion is an emerging trend this season. Casual yet sophisticated look is what a perfect look for a men is . Dhruv kapoor, Kunal rawal and Tom Tailor managed to give out the best in the men’s fashion by adding simple and casual look with a touch of sophistication and also the looks that makes you look confident.
6Super Queens The latest trend of the capes are for all the queens out there.it is a unique add on to your summer wardrobe.designers like Tarun Tahiliani, Anamika Khanna, Nishka Lulla and Arpita Mehta gave capes the recognition amongst all the summer trends.
7 EVOLVE APRIL 2015
7Beach Wear SHIVAN AND NARESH
SHIVAN AND NARESH
GAURI KHAN BY SATYA PAUL
SHIVAN AND NARESH
8 EVOLVE APRIL 2015
GAURI KHAN BY SATYA PAUL
IKAI
NISHKA LULLA
Beach wear is now not limited to the costumes that you are tired of wearing. The latest trend of stylish beach wears are hot these season. Shivan and Naresh , Ikai, Nishka Lulla, Gauri khan by Satya Paul showcased the most stylish beachwear setting up the trend this season.
8Bringing Boho to the Streets..
9 EVOLVE APRIL 2015
RAHUL & SHIKHA
SGRUTI SANCHETI
SGRUTI SANCHETI
RAHUL & SHIKHA
DIVYA SETH
DIVYA SETH
Going boho got redefined in Lakme Fashion Week Summer/ Resort’15. Divya Seth, Shruti Sancheti, Rahul and Shikha bought the boho look in fashion this season. They gave traditional sarees and jackets a bohemian twist.
9What’s in
your hand?
10 EVOLVE APRIL 2015
RIMI NAYAK
RIMI NAYAK
WENDELL RODRICKS
WENDELL RODRICKS
WENDELL RODRICKS
A look is empty without a handpags. This season in lakme fashion week, designers – Wendell Rodricks, Verandah, Rimi Nayak and Papa don’t Preach gave a new look with accessorizing their clothes with perfect handbags. Right handbags for the right look. So watch out before going out, whats in your hand?
a AIB
All India Bakchod usually abbreviated and referred to as the AIB is an Indian comedy group. The group was initially founded by Gursimran Khamba and Tanmay Bhat and was later joined by Rohan Joshi and Ashish Shakiya.
THE NEW A-Z DIVA’NI
Divani is Indias first cinema-inspired ethnic wear fashion brand, brought to you by Yash Raj Films and KBSH Private Ltd. It brings out the diva in every woman, giving her the freedom to wear her mind, expressing her innermost feelings. Divani is freedom, inspired by fashion, film and femininity.
ESTEE LAUDER The Estée Lauder Companies Inc. is an American manufacturer and marketer of prestige skincare, makeup, fragrance and hair care products. The company has its headquarters in Midtown Manhattan, New York City.
F
fashtag n. Fashion-related hashtags. Use them in your tweets to prove you’re a bonafide online fashionista. we love #todayimwearing and #fashiondisaster
FOREVER 21 Below the Belt carries the latest trends in West-Coast Lifestyle clothing for men & women.
C
humbak
Born out of the love of design, Chumbak takes everyday objects and turns them into fun filled products. Inspired by India, we’re driven by your happiness..Chumbak. Designed with love in India.
11 EVOLVE APRIL 2015
h
HAPPILY UNMARRIED We make fun products, we do music festivals, we work with corporates when they want to do interesting work and lately we have been doing a lot of projects involving branding, communication, interiors, marketing all rolled into one.
Forever 21 is an American chain of fashion retailers with its headquarters in Los Angeles, California and sales of $3.7 billion in 2013.Forbes ranked Forever 21 as the 122nd largest private company in America.
G
google glass
Google Glass displays information in a smartphone-like hands-free format. Wearers communicate with the Internet via natural language voice commands.
i
INSTRAGRAM
Instagram is an online mobile photo-sharing, video-sharing and social networking service that enables its users to take pictures and videos, and share them on a variety of social networking platforms, such as Facebook, Twitter, Tumblr and Flickr.
L LGBT
JOHNNY COMMUNITY ROCKETS The LGBT community
Johnny Rockets is an American restaurant. Decor includes CocaCola advertising featuring nearly life-size cardboard illustrations of women in World War II armed services uniforms, individual jukebox stations, chrome accents and red vinyl seats. The staff at some locations are known to sing and dance every half-hour.
k
APIL
SHARMA
An Indian stand-up comedian, Actor, TV anchor and singer.
12 EVOLVE APRIL 2015
or GLBT community, commonly referred to as the gay community, is a loosely defined grouping of lesbian, gay, bisexual, and transgender
MASABA
Masaba Gupta is an Indian fashion designer. She sells designer merchandise using label ‘Masaba’. She has been the youngest designer to unveil at Wills Lifestyle Fashion Week 2010.
N NEXUS
Google Nexus is a line of consumer electronic devices that run the Android operating system. The product family consists mostly of mobile devices—six smartphones and four tablet computers have been released to date.
OLX
OLX (OnLine eXchange) operates as a national online classifieds marketplace for used goods such as furniture, musical instruments, sporting goods, cars, kids and baby items, motorcycles, cameras, mobile phones, property and much more. It is accessible through the internet and through native apps on smartphones.
P
POP xo
A year and a half later, the team is growing rapidly, with a brand new office in the hip Hauz Khas Village in Delhi. POPxo has also been a pioneer in capturing street style, including looks sported off-the ramp at Lakme Fashion Week.
QUIRK BOX
Quirk Box, is a fashion and lifestyle label that exudes wearable eccentricity. Telling the tints from shades and having fun with the palette feature on our agenda everyday; resultants are unique prints created in-house whose originality is the soul of Quirk Box.
r
HE
WHISTLING NEST
y u
From the house of my hanger and Jaisalmer we bring you The Whistling Nest, only unique store for Kids Clothing and Fruniture.
UNDERCUT HAIRSTYLE YOUTUBE
AAHGIRI
In a quest to make Gurgaon accessible for its residents and encourage the use of cycling, walking and public transport in the city, organizations and activists of Gurgaon have come together to execute a novel concept.
XOLO
Xolo is an Indian smart devices brand launched in early 2012 by Lava International.
OGUE
a globally recognized fashion and lifestyle magazine.
you tube is the biggest online websit which has set it own brand name. we surf videos on youtube only as it gives us information about anythinga nd everything
ZUMBA
the latest dance form which SNAPCHAT youngsters Using the application, users can take photos, are choosing record videos, add text and drawings, and send to be fit. they them to a controlled list of recipients. These sent enjoy dancing photographs and videos are known as “Snaps”. and also get the benefit of being fit ata the same time
w
WEDDING FILMER the wedding filmer is the new brand
name set for the ones getting married or are planning to. they just want to see themselves in the best poosible manner in a shot film. the masters are here, with everybody’s choice
Image source: google.com
From Wills to Amazon
India fashion week organized by the Fashion Design Council of India (FDCI) is the most awaited event of the year. Every person who loves fashion waits the fashion week throughout the year. Earlier fdci had collaboration with wills lifestyle but now it collaborated with Amazon, the largest online selling portal. The collaboration with wills lifestyle was for nine long years which had already made a mark in the fashion industry. This season bought a change when they celebrated 25th edition of India fashion week with the title sponsor as Amazon. It was held in pragati maidan, New Delhi from 25 March 2015 to 29 March 2015. 100 designers showcased their exclusive collection on the ramp and also in the exhibition area. The exhibition area covered was more than 12,000 sq meters. The event was well organized and done under mr.Maneesh Aggarwal. The shows were done in two main halls i.e. the MSA 1& 2 (main show area).The exhibition was in the basement area.
Every show had different setup with different theme. “Events are always about proper timelines and checklists, if one is all set and prepared with these two important aspect of event them one can manage many different setups at event one time. Foremost team work and team management also play a vital role in this pretext.� adds Mr.Maneesh. Every setup was organized in a manner that made the event grand. 13 EVOLVE APRIL 2015
The change of the sponsors made everybody expectations go certainly high.but who knows better than the team working there. When asked Mr.Maneesh about what all difference he experienced from the past seasons he said, “The fashion week this time was far better than earlier ones. Its not that being with Wills it was not good, that was really trendy and more fashion oriented with lot many runways in a day. This time with Amazon the setup was more crisp and focused. There were less shows than before so the buyers focus was more towards business as per the participating designers. Amazon will also have a great brand identity with this fabulous fashion event.” 14 EVOLVE APRIL 2015
The highlight of this event was the grand finale which created the history in the fashion industry. The event managed to bring 25 biggest designers from Indian fashion industry together in one show. The most opulent grand finale was themed as ‘crafts of India’. It became the most spectacular show India could experience which was in collaboration with Amazon. This show has also made a mark in the fashion industry. By this event became a great success and has raised a lot more expectations from the designers as well the buyers for a more spectacular event next season.
ZARA A boom to Indian fashion retail industry
15 EVOLVE APRIL 2015
The fashion retail industry of India is the fourth of the largest industry in the world. The Indian retail industry is on its way to become the next boom industry of the world. The fashion has led the retail industry to boom and the increase in the fashion has shown its power in every mall, market as well as stores. It is all possible because of the increase in fashion treads in India, which has changed the selling system in retail industry. Brands in the fashion field such as apparels, textiles, jewelry, accessories, footwear, cosmetics and salons have rapidly increased their business in the last few years. Few of the reasons for the boom in fashion retail industry are the brand and the retails expansion strategy; Indian fashion designers marked their names at the international platforms etc. Due to the increase of the fashion retail industry in India many international Pret fashion brands made their way into India. Brands like Zara, Marks and Spencer, Mango, Aldo etc. made an increasing boom in the retail market of India. More of the western brands were entering into Indian marketplace on the back of the country’s rapid economy growth, which was running a big expansion in India’s middle class. A new collection, new designs and a brand new season. Are the Indians keeping up? Seems like that the Spanish fast fashion brand Zara has now topped other clothing brands in India when it comes to sales, fashion as well as pricing. Zara one of the international fashion retail outlet, opened in India in 2009 with collaboration with The Inditex Trent Retail India. The Spanish manufacturer and retailer, which were already open in 73 countries across the globe, opened its stores in New Delhi, Mumbai and other major cities of the country. When the store was opened in May 2009, with the flagship of Inditex Trent Retail, that year the Delhi outlet of Zara had recorded the largest retail in the country. 16 EVOLVE APRIL 2015
Zara’s forte to chase fashion trends around the world, move a design from the paper to the floors of the outlets every 15 days has helped it to ensure the balanced flow of consumers who now follow global trends like never before, where as the other brands take month to get their new collection on to the racks. Zara being a fast fashionable brand has won the attention of the consumers as well as the other brands had launched more of its collection in a year and even had stylized their outlets. Zara owes its success to every part of its business from the production to its distribution. It has over 200 designers who keep a close eye of the fashion trends and keep refreshing designs all the time. From high-waist trousers for a corporate look to casual suits, it has all according to the latest fashion trend. If a new style is not a hit within a week, it goes off shelves and the popular styles don’t stay long onto the racks. Zara makes small quantities of each style to retain a sense of individuality.
17 EVOLVE APRIL 2015
Zara’s approach continues to copy the same idea that works globally, that is: Creating affordable, copied version of the latest trend or designer wear and making it available to the shops at a faster speed. Here in India, Inditex not only owns Zara but at the same time it takes care of every bit of its operations, from design to the distribution of the products. The pricing of Zara is 20% lesser than the other brands such as: Mango, Tommy Hilfiger, Vero Modo etc. The sales growth rate of Zara since it has opened its first store in India has still much ahead of the other international fashion retail stores such as Marks & Spencer, Levis etc. the growth rate of Zara has been much better than of the domestic departmental store chains such as Stopper Stop, Westside etc. Even before the brand had entered into India the online sales from India was the highest in the world.
18 EVOLVE APRIL 2015
On the other side, not all the time these brands make money, mainly because these brands keep their rates affordable and offer discounts to the consumers despite falling of the rupee and rising input costs. The Inditex Trent Retail, India, reported a one-third fall in the profits once when the rate of rupees had really gone down. At present Zara have 13 stores in India and 1808 stores across the globe. Inditex Trent plans to open over 18 stores in the next 3 years across India. However, as experts point out, when it comes to best deals, consumers don’t look at the newness or freshness of the product. Moreover, so far it did not have direct competition but now other leading global names like H&M are set to enter the country, but Zara should be able to take advantage of its early entry in the country.
A Designer by Profession an Artist by Passion... Abhishek Sharma, a new name in the fashion industry who has worked with rohit bal for a long time. He is an amazing artist and a photographer. His latest collection under his own brand is called “mitti’.His looks will make you think he is tough but he is a fun loving person with whom we enjoyed talking. Abhishek, a graduate from NIFT, Mumabi. He has worked with the most celebrated designers of the country like Rohit Bal . Abhishek Sharma a modern approach to history, rustic look and getting inspired by his own heavenly paintings and extremely bold and fashionable photography that reflects in designer’s own style and soul in treating each design as an art form.
19 EVOLVE APRIL 2015
Photographed by: Abhishek Sharma
Evolve: How did you get into designing? Abhishek Sharma: I actually got into designing since when I was a kid, I used to see various shows of rohit khosla on t.v and it actually gave me a lot of motivation and it was something like a dreamy world which I always wanted to be a part of . So that’s how my inclination started towards the fashion industry since I was a kid.
E: What are your favorite fabrics and color schemes you love to work with? AS: My favorite colors are mostly ivory, whites, shades of sands and also I like corals, iced blues. Moreover these colors are mostly organic and give earthier feel. The fabrics I love working with are soft cotton, linen and voils which basically mean that I have more inclination towards organic materials.
E: What is your design philosophy? AS: My design philosophy is not be defined or anything. I personally feel it comes from within. It is also technically a problem solving procedure say, if you are fat you know what to wear to look slim or vice versa. It is very objective also, as each person has its own design sensibility , it is actually the reflection of your inner self, your emotions, you’re going through and various experience in life and this all brings up to the design philosophy .
E: What is your personal style statement? AS: Personally I love to team up different things together and it is also very subjective. Sometimes I wear shorts with a formal jacket, sometimes I wear a formal shirt and a trouser with a drape over that. So it’s a mix and match of the clothes depending on what mood I m in.
E: What was the most challenging part of your career? AS: The most challenging part of my career was when I actually realized that how much hard work actually goes into being a fashion designer. It started from my college days, when I entered NIFT, firstly everything seemed to be very rosy but all of a sudden I got to know that there are so many assignments that are need to be done perfectly with lots and lots of hard work. I realized that there is a different part of the glamour world which usually any outsider is not aware of until and unless you enter the field. This has been a difficult part but it has also given me memories along with the lessons it taught me. All in all it was difficult yet beautiful. 20 EVOLVE APRIL 2015
E: If you were not a designer then what career you must have opted for? AS: I love painting and singing is also my hobby could have been either into singing or into painting. I also love photography as well but I could have never imagined myself doing a job in which I have to be in front of a computer doing a calculative job ever. So it could be painting, photography or singing. E: What do you think is the latest trend this season? AS: This season, as you already know we are hitting summers’ think people are going for more floral prints and also choosing more flowy fabrics like chiffon, georgettes and even crinkled cotton are in. Silhouettes, I think people would love to have easy fit so as the summers don’t bother them much.
Photographed by: Abhishek Sharma E: We also know that you have worked with some famous designers. So how was your experience working with them? AS: Working with Rohit Bal has been an amazing experience. He is a boss who can actually transform a person from a boy to a person who knows in and out of fashion and it’s been a pleasurable time for me with him. Overall it was a wonderful experience. E: Would you think it will be difficult for you to come out of Rohit Bal’s shadow and create a name in the fashion industry? AS: The biggest challenge that I face now is to get over with his identity and to create my own and also it gets very difficult when you have worked with such a big designer for a long time, your thinking becomes similar to that of the designer. But that is what a brand is all about; you have to have your own identity. If you get that then it is the best part of it. E: What do you think will be the next five years of the fashion industry? AS: I think the in the next years, the Indian fashion industry is going to grow five times more than what it is now.internationally, everyone is looking towards India for a new big designer, who would change the scenario of fashion in international level. I also feel that, nowadays people are taking Indian fashion seriously on international platform. That’s what I think internationally it would be the next fashion capital. 21 EVOLVE APRIL 2015
Latest collection of Abhishek Sharma E: Who are the designers you admire the most? AS: I admire Rohit Bal because I have worked with him for a long time and he has an amazing sensibility of combining Indian crafts to his elegant style. The second one I love is, Rajesh Pratap Singh, because of his sensibility of making wearable clothes. These are concerened as far it is from india and outside india I love issey miyake, for the only reason that he gave fashion a new shape by introducing pleates and many other thing. Whenever you look upto him, he surprises you with something different and unusual.i also love Alxender Mcqueen’s work because he has a very bold taste and he expresses the emotions in a way which no other designer can. E: You have great hands on paintings and photography tell us more about it. AS: Since childhood I have been into paintings and drawings,I used to love drawing nature and flowers but it is not the same what I am doing now. Now it is more from the spiritual side of mine.i have moved into painting lord Krishna a lot which happen to be a coincidently as I used to go to vrindavan for darshan and I used to love him so much that it all started the other way.but photography is totally a different story,I am more bold towards creating pictures through photography. Its two different things totally opposite that I think my multiple personality. 22 EVOLVE APRIL 2015
E: Tell us about your latest collection. AS: My latest collection is called ‘Mitti’ and it is inspired from the shades of desert, shades of sand dunes and the shades of water.so it is all connected to the earth. The color pallatte is from ivory to deep browns and blues. The collection is a very bold collection with various techniques put in together.it has tone on tone embroideries and also a very unique art of Indian mehendi art which is used on the garments for the first time.it is a very interesting collection for me and I hope you all will also like it.
Is India on everybody’s mind?
India being a country known for its rich heritage and culture. But when it comes to fashion, Indian fashion industry has emerged very well over the past years. But it is still a topic of debate for a few that has India found its identity in the fashion world? These days the other countries are trying to copy the clothing of the Indians and if we see here in India we are trying toi copy the clothing, fashion and lifestyle of the western part of the world. We Indians are not only copying the working syle of the western world but at the same time we are trying to copy thier living, fashion as well as their eating habits. It’s a yes for few and no for few. The people have a justified point of few on both sides. Here are some of my few points for both the motions. Here are few interesting points that have been talked about the fashion industry where in the Indian fashion industry is trying to copy the western and visa vera. 23 EVOLVE APRIL 2015
Yes, We have made a mark!!! The fashion sense in the nation is exceptionally unique. We have considerable measures here that no other nation has. Say, we have a strong heritage and culture that we draw motivation from. Moreover, our workmanship and craftsmanship is unique. It is multifaceted and is intelligent of the locale that it begins from. I accept that the lines in the middle of Indian and western design are getting obscured because of globalization however we still continue to be interesting. We have an assortment of materials, fabrics and weaving styles. Indeed, even numerous planners make designs on materials issuing some new choices.
I don’t think Indian fashion here will ever get immersed. Action has stimulated in the range of style with originators thinking of distinctive accumulations for store over a few cities. Obviously, an incidental cover may happen with regards to this accumulation, however even that is just because of the developing number of fashion weeks. Our fashion, despite this, remaining parts our own. Actually, going one stage further, i’d like to specify that the west is presently taking prompt from our fashion sense. Like, Hermes made a saree and Karl Lagerfeld as of late had an India inspired collection. In a way Indian fashion is also promoted by the Indian celebrities overseas. Celebrities like Vidya Balan, Aishwarya Rai and Sonam Kapoor attend the Cannes film festival with promoting the Indian fashion also.Some of the Hollywood celebrities were seen carrying the modern Indian outfits designed by the Indian designers. We have a self-efficient system
Bollywood at Cannes
24 EVOLVE APRIL 2015
Hermes sarees
Karl Lagerfeld Indian collection
We have a long way to go!!! The lines of Indian fashion are getting blurred. How many of us truly wear Indian outfits to work at regular basis? Style for present day India has gotten to be all the more about comfort dressing. Dressing up for the next generation has ended up worldwide with the local touch like, kurta with jeans or stockings or dhoti pants with tops. Designers, in correlation are as yet inclining towards Indian wear as it issues them business. Western wear by the Indian designers keeps on offering lesser than the traditional wear.
Despite Indian textiles are making their way to the ramp but we still lack somewhere. Our designers still take inspiration from the west. We should concentrate on our Indian roots and take inspiration from our own Indian roots. Todays youth have experienced very different phase of the Indian culture. By watching this; the youth of our country has also their inclination towards the west.they want to wear traditional wear only on special occasions but that too with a western variation on it. They prefer wearing western clothes and also want the designers to work upon the western wear. For us, we should stick to the Indian culture and take the Indian fashion industry forward by taking the country’s tradition forward so that Indian as well as globally, people starts accepting the Indian fashion. I hereby conclude that while the former believes that the country has come a long way and have its own identity, but latter thinks that there is still some gap that needs to be filled. So I leave this up on you to decide. Has India found its own identity in the fashion world?
25 EVOLVE APRIL 2015
MARRIAGE NOT!!! B
eing in a relationship is complicated but marriages are even more. It is getting so difficult for people to morally accept the truth of this society. This decision will actually position your stand in the society. The only tradition of the society is if you are the right girl or right guy you will have to marry the right person at the right age and lead a happy married life full of expectations. Even if you are not ready at the right age then you should be ready for taking all the comments from the society. Marriage is a big commitment you should be fully prepared before getting into one. What if somebody doesn’t want to get into the commitments? What if they just want to take their own time?
REASONS... There are many reasons why people run away from getting married or claim their existence in the society of married people
Moving out of comfort:
While a person is busy in settling up their lives, they tend to adjust according to their own comfort zone. The idea of getting married makes them insecure about leaving their own comfort zone and also adjusting into a new one, which leads to the fear of losing independence.
26 EVOLVE APRIL 2015
No looking back:
Being entering into a lifetime commitment it says you cannot run away from it. The fear of getting into a relationship with a person who may or may not be the right person makes people run away from the idea of getting married. While people are now choosing to be in live-in relationships so that if they do not go away with their partners they have a choice of take a step back from that relationship.
Love has taken a back seat:
Getting married at the right age with the right person but also with the right amount of wealth. This criteria of choosing the partner has become the most important priority of choosing the right partner. Materialistic happiness has become the key to a happy married life as well. And one is ready to be with the person whom he or she loves rather than this they prefer to be with the one who can offer them the riches of life. Vaibhav bajaj, an engineer says” love is important for a marriage to sustain but it has lost its meaning because people are much more insecure about their social life than personal life.”
Personal desires:
Marriage is way where two people come together and think for their future. The future with kids, but now people doesn’t have guts to face this kind of future because of their personal desires. Individual needs are approaching a whooping 8 alone then its best to pander to your own sentiments and wishes. Money related and materialistic cravings don’t let you to mull over another person’s requirements. It then feels best to live outside this wedlock. Kunal khurrana, an MBA professional says,” I can’t marry my girlfriend now because I have to first fulfill my own dreams. Only after fulfilling my dreams I will think of getting into wedlock.”
Career:
When you are not ready with a career so as to take a responsibility in life, it makes you run away from taking this step. Nowadays there is a cut-throat competition amongst the people for a better job, a better career .taking a step towards marriage means to have a settled career. In this run of attaining a good career they lose their idea of getting married.
27 EVOLVE APRIL 2015
No looking back:
Being entering into a lifetime commitment it says you cannot run away from it. The fear of getting into a relationship with a person who may or may not be the right person makes people run away from the idea of getting married. While people are now choosing to be in live-in relationships so that if they do not go away with their partners they have a choice of take a step back from that relationship.
No sharing:
The state of mind that one will need to impart everything to the accomplice including bathrooms appears to be scary. Keeping the nose on every other personal habit can thump you dead. If a person is not ready to compromise in a relationship it’s better to be single.
Marrying a known person – not a solution!!!:
People say that it is always better to marry someone you know inside out but in this age even this scenario doesn’t works. It is said that marrying a known devil can be risky as you would know their strengths and weakness, their high points and low points also. After some point the marriage will get predictable. Basically to wed somebody obliges thinking of a future together which can’t be blocking walled on uncertainty. When you choose to get hitched, you have to be prepared to take the road which is less travelled and take the hurdles happily. At exactly that point would you be able to be the survivor amongst the fittest.
,,
,,
I was never happy like this before
-Rupa An acid attack victim and now stepping towards the fashion industry, Rupa has been a idol for the ones who are still struggling. She was attacked by her step mother when she was 15, but now after joining Stop Acid Attacks NGO, there is no looking back for her.
28 EVOLVE APRIL 2015
Evolve: How did u got attacked and how did you felt? Rupa:The feeling is miserable. I was attacked by my step mother when I was 15.she tried very bit so that I could die. When even removed water from my around when I was attacked. E: Why did your step mother attacked you? R: My mother died when my brother was born. My father married again but he told my step mother that he only had one son. Knowing this that I am also there she never wanted me.she wanted to kill me because I also knew about her relationship outside marriage. E: What were the challenging part of your life? R: Yes, I have faced many problems regarding opting my career. Earlier I used to feel shy also that how should I put my career choice infront of my family and also I was scared because nobody would be ready to spend a good amount of money on my designing. After joining this NGO, alok sir came across my passion for learning designing then he financed my learning and made me capable of what I am today.
E: Where do you see yourself in the next five years? R: I belong to a very simple background where even girls cannot meet boys. Coming from this background and also being an acid attack victim it was very difficult for me to build up the confidence of facing everyone. When I joined this ngo, I gained confidence of facing everyone.I see myself growing and facing many challenges with a smile and also our ngo to great heights. E: What is your design philosophy? R: My design philosophy is very simple.there are many foreigner visitors in our ngo. So I design my garments accordingly which are simple yet comfortable.they also love my desgined garments.
29 EVOLVE APRIL 2015
E: How do you manage to take people’s reaction on the way you look? R: I have been a lot of struggle in those 2 years after being attacked. I used to go out with my faced covered so that nobody could see my face but our society’s mentality is limited, they feel that if the face is covered then the girl must have done something wrong, they will never portray a good image of that person.But now when I have started walking without covering my face, people have started accepting me they way I am. They also think that I am strong and ready to face the world. People also become very keen on talking to me and also support me. E: How was your meeting Manish Malhotra? R: It was a very good experience. It was the happiest day for I really admire him.i made a waist coat for him and gifted him. He also appreciated me.after I have joined this campaign I am just having happy days in my life.There is no looking back now. E: How long do you spend your time with the ngo ? R: I live here in the ngo only. I spend most of the time with my friends and colleagues here. I don’t go home very often but sometimes I visit my home very rarely. E: Tell us about your NGO? R: This place is my lifeline. a home away from home. I have found my family in my colleagues’ and i was never happy like this before.they have supported me and bought this much confidence in me that today I can face everyone.i really thank Mr.Alok, Mr.Aseem Trivedi and Mr. Ashish Shukla for giving birth to the idea of having an ngo for acid attack victims.
30 EVOLVE APRIL 2015
Bringing BOHO from the Streets! 31 EVOLVE APRIL 2015
32 EVOLVE APRIL 2015
33 EVOLVE APRIL 2015
34 EVOLVE APRIL 2015
35 EVOLVE APRIL 2015
36 EVOLVE APRIL 2015
JACK OF ALL TRADES, MASTER OF NONE ALL!!!
37 EVOLVE APRIL 2015
Rohit Bal’s Wedding
I
ndian designers are masters of the forte they are into.sky is the limit for their creativity in their own fields, but foremost they are artists. Artists who master in every field of art. Their art is not limited to designing clothes but also bars, bottles and even hotels. Indian designers are stepping out of their comfort zone and are testing their skills of art in different genres like Weddings, hotels, interior, jewelry and many other products.nowadays every other products is now been labeled by the name of the designers. Manish Malhotra, an ace designer who is known for his exclusive collection for bollywood. Every known celebrity has been dressed up by this designer but Manish not keeping it monotonous decided to design a pepsi can in the year 2011. He designed a limited edition can for pepsi and also did a collection for colgate visible white toothpaste. Similarly Rohit bal is designing weddings and have designed carpets for a danish brand also. Tarun Tahiliani has done watches for timex. The queen of prints, masaba gupta has also been seen desgining a nano car for tata and also collaborated with fiama di wills for a special collection.
Manish Malhotra for Colgate Visible White 38 EVOLVE APRIL 2015
Goa Police uniform by Wendell Rodricks on extreme left Polo cover by Wendell Rodricks on left Tata Nano designed by Masaba Gupta.
Resort wear specialist Wendell Rodricks has also done a bathing gel bars packaging for fiama di wills, not only this he designed the Himalayan mineral water packaging for Lakme fashion week 2012.it would be less if we don’t include the main stream designing that he has done for Goa police. He has designed goa police’s uniform.when Wendell designed for the four polo flavours the main idea behind this was to reach out the youth of the country that believes in fashion.he has also designed ozone lounge in goa. Designer Tarun Tahiliani gave Goa the first designer stamp by designing Sol, a hotel in Goa.It has interiors which give a very opulent look as it is in white and silver. He has also designed a restaurant in Hyderabad named the aish at the Park. His interiors are inspired by his fashion only. He has also started doing wedding setups which are also designed to give the luxurious look, which would add up to the wedding. By adding on on interiors designer duo abu jani & sandeep khosla as also come up with their book on interiors.
Book on interiors by Abu Jain & Sandeep Khosla on extreme right SOL by Tarun Tahiliani on right 39 EVOLVE APRIL 2015
Manish arora known as the “John Galliano of India� is a designer who has not only made a mark in designing internationally but also with his creativity he has won many hearts. His list of collaboration is never ending. While every other top designers are working in interiors but manish arora has been lending his pop art style to home linen by portico and home ware by good earth. The linen range is highlighted by Manish’s colorful motifs. In 2012, Manish Arora collaborated with Amrapali jewels and till date, the collection done by him is the exclusive collection. Manish is known for his sense of using pop colors. His specialty is also taken over by M.A.C .he teamed up with m.a.c for their colorful make up collection in 2008. Brands are usually tieing up with designers because they want to attract the new gen-next consumers and the designers are collaborating with them as they feel an artist is not limited to clothing. They are able to earn profits through various business means. This also makes their own brand name rise in the business form.
40 EVOLVE APRIL 2015
Designed by Manish Arora
KLICK Luxury in your hands... F
ashion trends keep on changing, they are very uncertain. By change in every fashion trend we try and update our wardrobe as soon as it’s possible. But what about accessories? Accessories play a huge role in giving a normal look, a fashionable look. We team up accessories to get the perfect glam look. Sometimes we start teaming up clothes with our favorite accessories. Accessorizing a CLUTCH is the most important factor of your look. we spend a lot of money on buying handbags and clutches but still don’t find the perfect one for our look.and who wants to be caught carrying the same clutch again and again.
‘Klick by RG’ is a label which boasts off Handcrafted luxury accessories showcasing Vintage flamboyance, Vivacious colors, Endless Drama and Immense detail. The best thing about KLICK is that you can also get your clutch customized according to your favorite color, work or matching it up with your outfit. Customized clutching is a dream come true for all the lovely ladies who want to add up charm to their look. rupali grover’s latest collection is all about love. “Let’s shop love this season ”- The spring/summer’15 collection of couture accessories is all about a young, fresh & romantic vibe! Creatively combing feminine artworks with vintage appeal and passionate attention to surface embellishments & intricate detail makes each creation, a treasured possession! The color palette is all about a flirty mix of strong & soft tones like roasted almond, coral blush, mango, Tangerine, Indigo, Pop Pinks & our favorite Crimson red. The arm-candies for the season are named as Florid Bloom, Raabta, Azwa, Bead Bubble and Twilight! 41 EVOLVE APRIL 2015
When asked rupali for the specialty of her product , she said -From evening couture clutches to fun minaudiere’s , our creations have found market in Delhi , Mumbai & overseas as well. We believe in fair-trade mechanism and handcrafted Indian techniques of craftsmen to provide the audience a product which has a global appeal yet utilizing what India is known for - India’s crafts & skillset to create the new.Wooing our clients with excellent product quality in the past & having no qualms about the fine craftsmanship which goes into creating each piece a treasured possession that is our true specialty. Each piece is handcrafted with love! We recommend you to shop love this season and add up these arm- candies to your wardrobe!!
42 EVOLVE APRIL 2015
WINDOW GOES LIVE Merchandising in a broad way is termed as a practice that makes the consumer buy the product. In the retail industry it is the most important practice as due to merchandising the consumer’s interest is generated and hence making the products sell. Visual merchandising refers to the activity which is done in the retail industry by developing creative window display, interesting floor plans so as to motivate sales. Both goods and services can be displayed to highlight their features and benefits. The purpose of such visual merchandising is to attract, engage, and motivate the customer towards making a purchase. The rising importance of a good window displays has made every visual merchandiser be up to date with the latest and also keeping it attractive so as to rise the foot flow in their stores. Nowadays people are getting choosy and merchandisers are getting creative. The change visual merchandiser has bought in it is earlier the window display was not considered an important factor so this made the display simple but now it is changing as fast as the people’s mood to buy goods. The new charm of display is using the live models. This changing scenario has bought many consumers eye towards the respective stores. Window display basically consists of mannequins, props and many other creative things. There is a proper team behind a single window display.
43 EVOLVE APRIL 2015
Nowadays mannequins are being replaced by the actual models as retail is getting strong in terms of buying goods. The stores are now a brand itself, they need to keep their displays in such a way that it communicates the story to the consumers which the brand wants them to know. It all started in 19th century when the idea of live mannequins came in. This has become the latest trend worldwide so as to create the attractiveness and also connect to the consumers. When asked to a visual merchandiser about the idea behind the live mannequins, he said, “ the idea of having live mannequins has always been and eye boggling experience. The consumers tend to get attracted to the store by which the foot flow of the store is also increased. This has made a new marketing strategy as well.�
India is adapting this change in the trend of having live mannequins. The brand like geox used live mannequins this season for their window display in dlf promenade, delhi store. Max fashion in pune also used this trend in 2012 for the display of their summer collection. This changing scenario of the visual merchandising has bought in the latest marketing strategy as well as the increased competition in this industry.
44 EVOLVE APRIL 2015
FAST FASHION
“What you wear is how you present yourself to the world, especially today, when human contacts go so fast. Fashion is instant language” -Miuccia Prada 45 EVOLVE APRIL 2015
Now a days looking fashionable and trendy has become the most necessary element of our society. People tend to buy the latest trend as soon as possible. They want to be up to date from the fashion industry. Shopping has also become the most favorite pastime or a mode of entertainment for the people as they attain pleasure out of it. Fast fashion is a term that refers to the fashion which is brought from ramp to the real consumers in affordable prices. It brings the current fashion trends live where common people could wear them. They are designs very quickly and brought into the markets within weeks in lower price. Large retail stores like zara, H&M and forever 21 have built up their brand names by mastering the art of fast fashion. They identify and capture the latest trend immediately, get it ready and within weeks the stock their stores with the latest collection. These are not the knock offs of the brand but the copies of the trend being available to the masses under their brand name. The clothes are cheap and also new collection is added to the stores which makes the customers keen in watching the new additions every week.
People are concentrating on what fashionable wear is coming into trend. They are ready to compromise with the quality which is been offered to them. The quantity is what people want from these brands. These brands add new collection every week. The quantity that adds on every week is not much they add 3 to 4 new types of garments but these only makes the consumers keen on watching what’s next. Being a brand that is a part of fast fashion industry, it creates the demand of prêt wear but this is hampering the business of the designer wear. As it is raising its demand in the fashion industry it is side by side affecting the originality of the designer wear also. Fast fashion has now made a mark in the industry with the type of brands which are into this but also the quick demand and supply of the latest fashion trends has hampered the economy as well. 46 EVOLVE APRIL 2015
Here in India most of the women’s are wearing prêt wear which is ready to wear. There are very less amount of women who wants to wear traditional wear to their workplace or any other place. They are opting for the prêt fashion which is the latest trend of the country. Brands like Zara and forever 21 are mastering this trend and are the leaders of prêt fashion now. They have a keen interest in making what the today’s consumer needs. The women out there want fashionable clothing every other week. Keeping this in mind the industry has kept the change in their collection in every other week. Zara manufactures the latest collection and it takes only 15 days for the whole procedure to takes place. Zara’s capacity to rapidly convey the most recent plans to its stores lays on its extraordinary plan of action. The question arises here is whether the consumers really worried about the quality or not. Shivani adds, “fashion keeps on changing so as to my wardrobe needs to change. i visit the Zara store every week to check on the new collection. Quality matters but what matters more is the latest trend.”
INDUSTRY UNDER FIRE!!!
47 EVOLVE APRIL 2015
The fashion industry is all about glitz and glamour but it too as a side, which makes it suffer. The side, which is always in the making of the latest fashion, which comes to you. One case is of the Bangladesh textile fashion which had been under flames with seconds had taken the lives of many. The textile factory-Aswad Composite Mill, which had been under the flames supplied fabrics and garments for the American and European clients such as Walmart, Gap, H&M, American Eagle, Primark, Asdsa, NEXT, Carrefour, Lacoste, Jsu Jeans, Target (Australia) and Woolworths (Australia). Before the factory had got into flames, one of them Primark had gone for the inspection and they had found out that the factory had uncovered violations of its code of conduct but when Primark had informed the other companies about this then they said that they donot have any direct relationship with the firm, so therefore they are not in charged about any rules that the firm follows. A worker from that mill told the Human Rights Watch the fire had taken place because the hydrant systems, which were placed in the plant did not work properly because of which the flames spread quickly. This incident had resulted into more that 800 people killed and more that 2500 people were injured. The fire had spread to a vast level because of the lack of water supply. The fire had also scattered wide with the help of the threads, clothes, machines, plus dying chemicals and fabrics. When the Human Rights Watch spoke to the workers, then the workers told them about the factory running out of water, which they were not allowed to tell any outsider. The worker also told the Human Rights Watch that they would be paid their bonuses and wages on time but they donot have to leak the information about what had actually happened and if they told about it then that factory would not be able to open again.
48 EVOLVE APRIL 2015
The different companies that were linked with the Aswad Composite Mill had agreed to the factory inspection as well as publicly the result of the inspection there after in Bangladesh. They had also agreed to develop the Mill with the common safety standards and also provide loans to the factory owners to improve the safety measures as well as establish a worker hotline before the end of that year. Asda, a British chain owned by Walmart, said that it was now considering changing this policy. “Given the situation in Bangladesh, we, along with Walmart, believe the Government of Bangladesh and the industry should consider whether to extend factory safety programs to this next level of production,” the retailer said in a statement on October 9. British retailer, NEXT, said in a statement on the same day that once “the cause is known, as routine NEXT will review its procedures, including the extent to which it needs to look further down the supply chain – particularly in high risk areas such as Bangladesh.” Gap also said the accident underscores why “more needs to be done to address building and fire safety issues in Bangladesh.”