Fashion can only move ahead

Anu Nagappa and Susan Fernandes of Astara have been dressing up Bangalore’s women for a while now. In fact, they even have clients, who have moved out of the city, coming back to buy their clothes by the label...

Quality and technical superiority is must
With increased globalisation, the fashion industry in India is at the cusp of great change as the economy continues to be liberalised. Everyone has access to global fashion trends with multi-chain brands and online shopping. The technical superiority of the garment in terms of fabric, cut and finish is the order of the day. The Indian shopper has become savvy. Not willing to settle as a dumping ground for last year’s fashions from the west; Indians want the latest in contemporary styles. 

In terms of style, Bangalore has always been a more westernised city, with fashion cognoscenti who are well read and travelled. Unlike Delhi or Hyderabad, Bangalore’s’ urban and upwardly mobile population has a more relaxed and laid back approach to fashion, preferring stylish comfortable clothing to bling. Walk into any coffee shop or pub in Bangalore and you will see what I mean. What has changed from our younger days though is that while we went to our local tailor to get our clothes made, we now can choose from a million brands. 

What does that mean for us Indian designers? With design schools churning out designers by the thousands, we are all aware that no matter how creative we are in terms of design, we are all about manufacturing a luxury product that has got to have the finesse of any international brand. The urban Indian woman is now more confident, well-travelled and heads companies and therefore definitely more aware of quality and fit. If she travels on work assignments, she is desirous of fitting in that scenario with a formal look, opting to wear tailored trousers and high heels to salwar-kameez and sandals. This of course does not mean that traditional Indian outfits are dying. I do not know any Indian woman who is not in love with our rich heritage of weaves and colours. 

Our signature style
Susan Fernandes and I have our own little shop with direct access to the public. We have been able to build our sales technique without marketing people telling us what the public want. Fashion is what we love, and as with everything that gives pleasure, it is worth doing well. In this party season, it is all about designing cocktail dresses because evening is the time for real experimentation; you never want to look the same way.

 Our signature style is incorporating India’s rich heritage of textile and weaves and adapting it to contemporary looks. If we had to describe our style in a sentence it would be, western styles using Indian fabrics. We are constantly generating a flow of ideas whilst drawing in Indian heritage. Our clothes are sympathetic to the female form.

The styles are tailored and simple with no embroidery. The cuts are extremely flattering to all body types. Our clothes are classic, the focus being on form and colour. The fabrics we use are all natural, with an extensive use of silk, even the lining. The dresses and blouses are soft and luxuriously sensual and are meant for women who love being women. When women wear something fashionable, it rejuvenates them and makes them feel younger and joyful, and that is what we aim for. We want women to look and feel lovely and fabulous.

Classic elegance v/s style
Though it is great to follow trends, trends keep changing. It is classic elegance that stays forever and as one grows older being elegantly dressed gives one a sense of well-being. It is all about being simple and stylish and keeping the fuss out. Accessories play an important role, a great handbag and pair of the right shoes always go a long way. A great haircut and a well groomed appearance is a must. Although trends keep changing, twice a year, one can always find the right shape and colour for one’s body type.

Timeless, classic dresses or trousers are a great investment, because you can always wear them and they will never make you look hopelessly out of fashion. Coco Chanel once said, “Fashion fades; only style remains the same”. Elegance does not consist of putting on a new dress; rather it is more about having the confidence in yourself and putting your best foot forward. People who make an effort to know what suits them are individual and stylish; it is this attractive quality that sets them apart. 
It is a new era in fashion. With an increase in commerce, there is no dearth of designer products in the market. But wearing head to toe designer labels has become a bit passé. It is a new era in fashion, where there are no rules. It’s all about individual styles, wearing high-end, low-end, up and coming designers and classic labels all together.
— Anu Nagappa