Tuesday, 3 July 2012
What does the brand SABYASACHI stand for?
Instead I am going to talk about what I think his brand means and stands for, his impact in changing the views of the masses when it comes to traditional ethnic wear.
In Sabyasachi’s own words he describes his creations as - International styling with an Indian soul. This summarises the ethos of what he believes in beautifully.
The brand represents traditional heritage mixed with creativity and a little bit of eccentricity. It has been loved for its innovation, creativity and a certain subversiveness. The brand is a great example of design effectiveness. Not only does it promote Indian textiles and craftsmanship like no one else, but it has also had a massive impact in changing the urban fashion landscape in India for Ethnic wear.
There’s a distinctly Indian/Bengali sensibility. Sabyasachi has a charm , wit and a craftsmanship which finds a timeless audience. Focus on heritage and provenance has become the brand’s key marketing tool and will continue to play a key part in its future growth. It is unique and a fantastic example of how dependence on pageantry and nostalgia can deliver fantastic results.