No more ornate gowns or heavy lehengas. Comfort comes first in this post-lockdown phase as people prefer prêt over coutureThe C effect
Shivani Bhakoo
The Covid-19 has taught us a lesson—to keep life simple and comfortable. The show-off culture seems to have taken a back seat and so have heavy embellished designer wears. The change is visible in the customer behaviour pattern.
Fashion-designer Sameera Aulakh from Archna Studio feels that the business is back on track but with a twist.
“Now, clients want to be comfortable and simple when it comes to outfits. Cottons, malmal and chanderi are in. These are not just comfortable but pocket-friendly too,” said Sameera.
But it is a different story when it comes to brides and grooms or their close relatives. “For trousseau, they want at least a few heavy traditional pieces,” says Sameera.
She says the restriction on the guest list is no deterrent for the brides and grooms or their close relatives to spend money on heavy ethnic pieces.
Shilpa Mittal from Shimr’al says now clients are looking for semi-formal stuff. Comfort wear is most important in the present times.
“There is no place for couture, except for weddings, but there is definitely a scope for prêt. Clients are demanding semi-formal outfits, which are comfortable yet stylish. People are ready to spend on good stuff. The spending power is not as high as earlier though. There is a drop in the couture industry but the prêt industry is going to witness a boom, which will last for long,” says Shilpa.
Achint Khurana has started her brand Deliha after the lockdown. “It is a clothing brand created to spread positivity and promote all body types. I have launched this pocket-friendly brand, especially for all types of girls. The range starts from Rs 500 and goes up to Rs 7,000 depending on the fabric, cut and work. Comfort, style and budget are the things, which customers look for these days,” says Achint.
