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HomeLifestyleNo-fuss vogue involves Bengaluru, courtesy S&N

No-fuss vogue involves Bengaluru, courtesy S&N

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Designer Shantnu Mehra on the launch of S&N in Bengaluru and the extra accessible bridge-to-luxury phase

Designer Shantnu Mehra on the launch of S&N in Bengaluru and the extra accessible bridge-to-luxury phase

Over twenty years for the reason that model was launched, Shantnu & Nikhil is lastly setting foot in namma ooru to develop their retail presence. The designers behind the eponymous model have simply launched S&N, a bridge-to-luxury label that has discovered its first Bengaluru dwelling at Phoenix Market Metropolis. In September, one other retailer will open at Vittal Mallya Highway.

“S&N is nothing however a trickle-down impact of Shantnu & Nikhil,” says one-half of the designer duo, Shantnu Mehra, who was in Bengaluru not too long ago for the shop’s launch. Predominantly, S&N is a menswear model with 70% of the choices catering to males, with the remaining for womenswear and options by way of equipment, respectively.

If the mom model is all about ceremonial put on, S&N retains it celebratory. “There’s a way of latest ethnicity assembly Indo-Western influences. Celebration put on isn’t restricted to weddings. It may very well be for something — a birthday, anniversary or board assembly,” says Shantnu of the brand new label, which was launched in 2020 in Delhi.

Recognized to be famously anti-trend of their designs, the brothers undertake the identical coverage within the conceptualisation of S&N as a label as nicely. Calling the bridge-to-luxury phase unchartered territory in India, Shantnu believes that whereas most worldwide manufacturers have set a floor rule on what bridge-to-luxury is, no Indian designer has been in a position to contact that candy spot, until date. “It’s both proper on the tip of the style meals chain with couture or it turns into too mass market. Nothing sits within the stomach,” he provides.

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And that’s precisely what S&N goals to seize. As an example, the assertion shirts they retail, begin at ₹8,000. The costs could also be watered down in comparison with the mom model (worth on request) however the in-store expertise, Shantnu guarantees, isn’t. “The Shantnu & Nikhil lineage nonetheless comes by way of the interiors with the gold, gray, darkish hues and matte color palette. Our gross sales frontrunners are extra like stylists providing you with options — what brooch will go along with a shirt, footwear that works for you, which colors combine and match nicely, and so forth.”

Whereas the design ethos has stayed fixed, the enterprise aspect of issues has seen some change. In 2019, Aditya Birla Vogue & Retail (ABFRL) acquired a stake in Shantnu & Nikhil, which then gave the model “wings to fly” with a stronger provide chain for sourcing, manufacturing and distribution. The one factor the designers had been positive of on this partnership? Design earlier than commerce, at all times. “There isn’t any lack of inventive freedom, In reality, we acquired the chance to incubate higher concepts.”

To start with, S&N introduces a distinct market phase for the model to faucet into. Apart from brick-and-mortar shops, a direct-to-consumer digital channel exists too. Whereas the mom model focuses on ceremonial put on, S&N gives one thing to attendees — be it at weddings or events — with a set of assertion shirts, signature drape kurtas, night jackets, draped waistcoats, sherwanis, saree robes, corset tops and so forth.

The couture model too is present process a revamp in some shops, the place the mannequin is turning into extra hybrid, housing each S&N and the mom model underneath one roof. Additionally on the drafting board? Hybrid shops in Dubai, London and New York.

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Inside India, S&N, which presently has eight retailers, will see one other 5 this 12 months, together with Ahmedabad, Mumbai, Raipur, Jodhpur and Delhi NCR. 2023 would see growth in tier-II cities as nicely. On-line, the model is trying to begin worldwide transport from August 15.

Over twenty years sturdy, the model is charging straight forward, already laying the seeds for the following crop of patrons — Gen Z. “Millennials are the most important spenders, however you’ll be able to’t ignore the Gen-Z vibe. A few of our shoots and campaigns deal with them as a result of in some unspecified time in the future, they’ll change into millennials and the inclusion has to start out someplace.”

Maybe S&N launching in Bengaluru can also be part of this incubation to ask extra prospects in direction of the model. “In Delhi or Mumbai, vogue is bigger than life, however Bengaluru offers you a cool vibe,” says Shantnu, explaining why they by no means opened their flagship couture retailer right here earlier than. “Costly product consumption, particularly vogue and clothes, usually are not the dynamics of this metropolis. Which is why S&N could make the appropriate noise right here. It’s minimalistic, simple to put on and it’s vogue with out being fussy.”

By- The Hindu

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