The accelerating coronavirus disease is pushing the Indian economy into a dark space and the people living on the margins are bearing the maximum brunt. If no action is taken soon, they will get deeper into the financial crises.
Understanding the depth of the situation the celebrated Indian fashion designer Sabyasachi Mukherjee took to his Instagram to convince people to buy Indian products and promotive the wellbeing of the small retailers and daily wage earners. “People at the top’ need to realize that if the ‘bottom topples’, ‘everyone, including them, will come crashing down’, he stated in his Instagram post.
The Kolkata based fashion designer also urged the citizens of India to promote Indian origin brands rather than opting for international ones, as this will help to boost the Indian economic amid the surging coronavirus pandemic which has led to a country-wide lockdown, forcing multiple retailers and businesses to pull their shutter down for a long period.
Sabyasachi not just referred to the purchase of clothing but also food, architecture, entertainment, travel, etc. in his Instagram post. He advocates giving power to the grassroots industries as he believes that they are the foundation of the big brands that we exist today. With this, he also aims at preserving the immense heritage of the country.
The post also saw various comments from several followers on the social networking application. One of the Instagram users wrote, “Make an affordable clothing range for the average Indian maybe?”
Due to the lockdown period even big brands are fighting for survival, it is becoming difficult to maintain the financial health of their small and medium-sized partners, therefore, if the situation is not taken care of soon everything from the top level to bottom will see irrevokable effects.
Nykaa collabs with influencers to engage audience digitally
January: To boost their online engagement, Nykaa Fashion has teamed up with beauty influencers in order to launch their mini-series, The Beauty Bar on the Nykaa Network. Nykaa is running various digital initiatives to keep up with its consumers ever since the lockdown was imposed in the previous year over the covid spread.
The interactive latest mini-tutorial series The Beauty Bar will have influencers giving tips to the viewers using the Nykaa products available at e-commerce platform of the brand. This would give shopper’s a piece of advice who are right now preferring online shopping while sitting at home. This would be done in place of the services and consultations the customers receive while in store.
Nykaa previously announced on Facebook that the celebrity make-up artist Ojas Rajani would come on January 16 to teach a Wedding Guest Look in a masterclass focusing the wedding season along with tips and tricks of make-up.
Other than this, Vibhuti Arora would be leading a skincare masterclass titled Skin Revival 2021 on the same day. She will showcase trending skincare techniques focusing on how to take good care of the skin naturally.
Other than increasing their digital mark, the brand has been on foot after lockdown to restart its ‘brick and mortar’ expansion. Nykaa Fashion recently announced its first store in New Delhi’s Ambience Mall. Further, their new stores are also opening in Thrissur and Thiruvananthapuram, among other locations in the country.
Paris Fashion Week of this month goes totally digital
January: French fashion’s regulatory body has ended the confusion and decided to go digital over the Paris Fashion Week. This month’s Paris men’s and haute couture will witness strict audience free amid the covid fear. The Federation de la Haute Couture et de la Mode told the luxury houses that they will not be allowed to invite guests this season as they got instructions by the police.
Even though Paris is not technically under lockdown, strict restrictions limited the movement in place nationwide which also include a 6pm or 8pm curfew. Also, a repeated failure in obeying the rules may lead you to a six-month prison sentence. Keeping the restaurants, bars, cinemas, theatres and museums shut, France’s second lockdown ended on 15 December.
In a statement to the AP, the federation said on Monday that “we confirm that there can be no public gatherings at Paris Fashion Week.” He further added, “houses can still organize ‘real’ runway shows with models broadcast live, provided that their events take place behind closed doors.”
In order to maintain the social distancing norms and the stringent restrictions, the French fashion regulatory body is practicing every necessary step.
Spanish brand Desigual expands online presence with Tata CLiQ Luxury
January: Spanish fashion brand Desigual has expanded its online presence through Tata CLiQ Luxury. Earlier, Desigual forayed its Indian presence with help of retail group Tablez. The brand partnered with Tata CLiQ Luxury to bring the unique designs and products of Desigual to customers across the country. The development came after the brand witnessed a great response from its first concept store in Delhi.
Adeeb Ahamed, managing director at Tablez quoted as saying in a press release by Desigual, “We are excited to partner with Tata CLiQ Luxury to make Desigual’s product portfolio more accessible to our existing and new customers. The collaboration envisions bringing together Tata CLiQ Luxury’s extensive reach with Desigual’s high fashion offering, to deliver a seamless shopping experience for the fashion-conscious Indian consumer.”
“We are delighted to bring Desigual, a brand much loved for its optimistic, differential aesthetic, to our discerning customers. With this addition, we are able to provide the savvy, global Indian with a truly international shopping experience – one that is focused on quality, authenticity and thoughtfulness,” said Gitanjali Saxena, business head at Tata CLiQ Luxury.
Desigual has been serving the best of their products to consumers and now aims at providing the digital presence. The Spanish brand aims at providing a unique character of its creations for the individuals wanting to be 100 per cent of themselves and express their most creative sides. The brand adjusts to needs of its buyers with the help of categories like women, accessories and footwear.
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