6 Brands Changing Fashion & Lifestyle in India

Jan, 2018

- By Fashion Design Department of ICAT Design and Media College

Image courtesy: Theloom.in

India’s abundant organic resources, traditional weaving methods, rich embroideries and gifted  designers, give it ample potential to reach local and international markets with sustainable, world-class designs. Modern India is moving towards a globalised sense of fashion and lifestyle, but staying true to its traditions at heart. This article sheds light on textile, fashion and lifestyle brands seeking to fill a gap in the already saturated Indian fashion market.

The following is a list of six brands that are shaping India towards a sense of style.


Raw Mango

Image courtesy: Rawmango.in

Raw Mango, a noted label, was started by the Delhi-based designer, Sanjay Garg, who refused to use celebrity endorsement or fashion weeks to promote his products, but allowed his creations do all the talking. Lately, through the uniqueness of this label and its refusal to follow the latest trends, the brand has seen celebrities, fashionistas and the like embracing it.
Initially, the brand focussed on producing handlooms and unstitched fabrics from weavers at Chanderi village in Madhya Pradesh. Sanjay Garg used the unusual combination of imported merino wool and silk in the Chanderi weaves, making it suitable for winter wear. The sarees have a contemporary and creative touch, making it suitable for the modern woman looking for fresh, classy designs. After almost a decade, Raw Mango continues to stay true to its commitment to develop and sustain local workmanship.




Image courtesy: Nicobar.com

Nicobar caters to the global Indian, who pursues an ambitious career, travel and quiet downtime. It was launched by Simran Lal and Raul Rai: Lal is also the CEO of Good Earth. The products are minimalist and fuss free, but unlike Good Earth, they have been criticized for not being unique. Their website not only promises worldwide delivery, it also enhances the shopping experience with tales of people and products. Prices start from Rs.800 for a basic top.



The Loom

Image courtesy: Theloom.in

The Loom aims to make Indian handcrafted products easily available to the modern consumer. They hand-pick unique, high quality pieces straight from the artisans, be it Kalamkari or Patola. These techniques are hard to learn and recreate, as they involve intricate skills that are passed from one generation to another.
Their designs are sophisticated, fresh and exciting, incorporating an element of celebration. They strike a perfect balance between subtle and statement. They have a wide product range, from kids wear to home decor and accessories. Each product reflects the essence of India in an exquisite manner.



The Label Life

Image courtesy: Thelabellife.com

The Label Life is a wonderfully curated lifestyle brand that retails home decor, clothing and accessories. The collections are closely edited by Style Editors, Sussanne Khan, Malaika Arora Khan and Bipasha Basu. It is currently run by CEO Preeta Sukhtankar. It was formerly called ‘The Label Corp’ and was established in the year 2012.

Home decor division of label life is headed by the Interior Designer, Sussanne Khan; and the products range from candles, vases, wall art, accessories, dining, linens and organization and storage. The products’ cost ranges between Rs.690 to Rs.8990.

Actress, Malaika Arora Khan styles the clothing section, which encompasses tops, dresses, skirts and bottoms, swimwear, and nightwear. The price of clothing varies between Rs.1490 to Rs.8990.
The shoes and accessories are curated by actress Bipasha Basu and retails jewelry, bags, scarves, belts and different types of shoes. The price of shoes and accessories range between Rs.2940 to Rs.14990. The Label Life gives us a form of elegance by itself and the products are simple, classy and sophisticated.



Eleven Eleven


Image Courtesy: 11.11.in

Shani Himanshu and Smita Singh, graduates of Fashion Design and Leather Design respectively, together conceptualized their men's and women's wear and accessory label 11.11 in 2008. The label essentially aims at bringing together Indian heritage of textiles and crafts, and Indian Khadi wear to the center of international Fashion industry. Khadi Denim, Kala cotton, 300 Count Khadi Cotton and Ari Silk are few textile used at 11.11. The products’ prices vary between Rs.1100 to Rs.75,000.

The designers made their debut by presenting their collections at the Lakme Fashion Week Summer Resort 2014. The brand dissolves the distinction between day-wear and evening wear, creating an identity which is never under or over dressed for any situation.




Courtesy: ILovePero

‘Pero’ means ‘to wear’ in Marwari, the local language of Rajasthan, India. It was launched by Aneeth Arora, a textile graduate of NID and a fashion graduate of NIFT. She calls herself a ‘textile and dress maker’ and draws her inspiration from the clothing and dressing styles of the local people.

Pero, as a brand, interprets international aesthetics using local materials and skills to make products that connects with people worldwide. Focusing mainly on women’s wear, kids wear and accessories, the products’ prices range from approximately Rs.7000 to 65,000. The Indian elements of Pero rests in the textile process, where materials pass through one craftsman to the other, creating unique hand-made pieces that carry forward Indian traditions. Stylish and filled with comfort, Pero should definitely find a place in your list of modern Indian clothing.

These brands have successfully taken advantage of India’s unique handlooms, handicraft and have made them suitable for the modern customer with their practical and simple designs. The Indian government seeks to financially support ideas that will further the growth of textile sector. The Prime Minister himself is known for his unique sense of style all over the world. Watch this space for more interesting articles on fashion, textiles, accessories and lifestyle!