A Sabyasachi bride

Why is Sabyasachi one of the most sought after designers for brides when it comes to their wedding outfits and trousseau saris? Why is there an unremitting demand for Sabyasachi? Why was he perfect for the show Band Baja and Bride?

Sabyasachi Mukherjee is the designer of choice for brides who aspire to be seen in wedding outfits that are so much more than just fabric. For them, Sabyasachi's creations are repositories for the precious memories of the special occasions they represent and the unique histories behind them.


A wedding is an occasion when every woman wants to exude sartorial elegance but it runs deeper than that. Clothing associated with precious moments in our lives are about more than just fabric: they are mementos of an event; they make us feel good; they connect with us at a deeper level and create new found confidence. Sabyasachi offers  eternally gorgeous wedding lenghas and saris that become heirlooms, passed to future generations and worn again for auspicious reasons. Sabyasachi creations are symbolic of their former owners: material interwoven with memories. His clothes are framed in relation to the past rather than a projected future and that is what I think makes him all the more special.

Public and private worlds are mediated through Sabyasachi’s lenghas and saris . In front of the mirror the brides create their own personal style; a Sabyasachi outfit helps them mediate their relationship with the outside world.  Sabyasachi’s creations signify memories, pull in families and link the brides to their new families, a happy future, unprecedented opportunities and limitless happiness. More than anything else it makes them feel beautiful, confident and most importantly very special on one of the most precious day of their lives. Don’t take my word for it see one of the many episodes from the  popular makeover show – Band Baja Bride on NDTV and you will know exactly what I mean!

His creations thrill the brides with their detail, astounded them with their colours and have them weeping tears of joy and goodness in equal measure.

I cannot fathom how could a bride not feel absolutely, gob smackingly, tounge hangingly, outrageously, fabulously and splendidly beautiful in a quintessential Sabyasachi red and gold lengha?

Are you a, were or going to be a Sabyasachi Bride? Would love to hear your thoughts…

Turn on your cultural antennae.

I am a Marketing professional and can’t help but wonder what is it that Sabyasachi has other than his design sensibilities that has made his brand so successful? He has clearly exemplified that one has to be a culture vulture or get eaten by the competition. To anticipate what your consumers will want in the future, you need to understand the culture that infuses their lives. He educates us on how to anticipate cultural change and use it to mobilise a brand for growth. Evolve or die. It is a sentiment that rings true more than ever before in the fashion fraternity.

The world is changing faster than ever, and as the world changes the people in it change. And when people change, what they want from the things they buy changes too. Sabyasachi Mukherjee plays a crucial role in championing that change in people’s tastes and then working towards delivering what people need. And that I think is perfect business strategy – Influence , inspire, create a demand set a trend and then fulfil the desire.
Understanding cultural change is critical. It may be amorphous and invisible, but culture is everywhere. It is part social, part political, part environmental and part physical; it makes up most of our lives. And in understanding culture, and cultural change, brands like Sabyasachi grow today and can make sure that they also keep growing tomorrow. Sabyasachi uses emerging culture as his conduit to the future – this makes sure what he offers today remains relevant and fresh. Culture answers questions that consumers sometimes cannot. For example, how is the role of fashion changing over time? What will femininity mean in India in future? Will ‘natural’ still mean the same tomorrow as it does today? This is the most important part of understanding culture.

It is where brands like Sabyasachi get their cultural vibrancy from. It is what makes brands like his feel like living, breathing parts of life and others like Juggernauts stuck in the slow lane. Sabyasachi Mukherjee’s creation works not simply through outstanding creativity or dazzling aesthetics. It is more so because they are a means to an end rather than an end itself.

His work is championing beyond a mission rather than just being champion in and of itself. It’s the good that the Sabyasachi brand does that makes it a champ. Design however, also plays a very big part. In addition the level of branding is pitched just right. Sabyasachi has good design sensibilities that does good and makes us feel good by consuming it. It starts with how design can be a vehicle for an idea, rather than the idea informing the design. It provides proof that aesthetics can be a source of brand values.

Do you think it is time for you to turn on your cultural antennae?

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