High voltage fashion with Raza Beig

Monday, 17 September 2012 - 12:31pm IST | Place: Bangalore | Agency: dna
CEO of Splash and Iconic, Raza Beig is a self-confessed soothsayer of fashion. He talks to DNA on what works and what doesn’t, in the business of fashion.

Raza Beig is fashion personified and one look at the man is good enough to tell that he takes his business seriously. His zest for life, constant urge to remain creative and the ability to tell what's hot and what's not are few of the things that made him and his brand a name to reckon with.

Splash, which opened one of its another stores at Phoenix Marketcity recently, has already made its place among the city youth.

“Our Bangalore experience has been phenomenal. Bangaloreans are socially aware and value conscious customers. Women in particular have warmed up to our designs. All we had to do was give them opportunities to shop.

What makes the experience of shopping better is the way in which the stores are conceptualised. Our new one for instance is more spacious, dynamic, colourful and well categorised. We believe in taking fashion head on 365 days.

We want to see fashion come alive in stores. We never underplay or over project,” he says giving an overview of his operations in the city.

A global fit
As far as the fashion industry is concerned, Raza believes that any retail brand that designs clothes and accessories to help people fit anywhere in the world is the best way out.

“It is important to provide clothes that would not make people feel out of place when they’re out of their own country. Ethnic wear for instance also can be made trendy and global. Our vintage line that blends western silhouettes and Indian prints for instant addresses this need,” Raza says.

Adding knit leggings to your Indian ensemble is the other option that he feels will make one look like a true global desi. While on one side the global look is what we need to look out for, evening and office wear are the other categories that India needs to experiment with.

"People for instance can try and go beyond formal shirts and consider shaped blouses. They should get more experimental with colours too.Plus sized clothing is the other segment I wish had registered a better response here," he says.

Raza further feels that what could also take the trend quotient of our country a notch higher is the entry of more and more international brands. "Thanks to the likes of Zara, people are becoming more aware. But we need more high street fashion retailers to enter this market. What we have today are mostly departmental stores and value stores."

Now trending

This season will see East meeting West beautifully. Great influences of the orient, heritage and the gothic will be apparent. It will be all about opulence. As for the must haves, peplums are sure to look beautiful on women.

Asymmetrical shapes are also good for Indian women. Studs and spikes will look good on denims, belts or shoes, Raza predicts.

“There will be a lot of interest in long skirts. Men will look fashionable in cable sweaters. Neons and prints will stay. When it comes to fabrics, the likes of herringbone and bouclé will make their presence felt.

This apart, the bejewelled look will  also get great treatment. As for jewellery, Indian women should bring out their big chunky necklaces. When it comes to shoes, they should wear more of stilettos,” he adds.

On Indian designers

“Earlier Indian fashion was all about bling but I guess the focus has now shifted to shapes, colours and trends.  Ethnic wear is fabulous but I feel now they need to concentrate on western wear,” says Raza.

The conversation ends on a high note with Raza telling us that he is now considering writing a book on fashion. Rather unabashedly, he informs us, “I am very good at predicting trends.

For instance if khaki is what is trending now, I’ll know orange is what will take over next. I feel there is never a dull moment in fashion. I love looking out for new colours, textures and cuts. It’s been a very inspiring journey so far and someday I would love to put it all together in a book.”




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