Monday, July 22, 2024

Ramp to Retail: Indian Models Taking Fashion by the Reins 

The Indian fashion scene has long been captivated by the dazzling presence of its models. From gracing the covers of prestigious magazines to strutting down international runways, they’ve embodied style and confidence. But lately, there’s been a shift on the fashion horizon. Many Indian models are stepping off the ramp and into the exciting world of entrepreneurship, launching their own fashion brands.

Beyond the Glitz: A Desire for Creative Control

While modeling offers fame and recognition, it can also be a career with limitations.  Models often have less control over the creative direction of photoshoots and campaigns. This desire for creative autonomy is a driving force behind the rise of model-turned-designer ventures.

Take Lisa Haydon, for example.  Known for her powerful presence on the runway, Haydon launched her own swimwear line, “House of Pataudi Swim,” in collaboration with designer duo Shweta Kapoor and Ekaya Banerjee. Haydon’s brand reflects her personal style – bold, glamorous, and perfect for a confident beach getaway.

Filling a Gap in the Market

Many Indian models are identifying gaps in the market and using their unique perspective to fill them.  Aishwarya Mohanraj, a prominent face in the Indian fashion circuit, launched her label “AM – Aishwarya Mohanraj” to cater to the modern Indian woman. Her designs focus on functionality and effortless elegance, perfect for the busy urban lifestyle.

Similarly, supermodel Anusha Dandekar, known for her edgy and unconventional style, co-founded the clothing line “Move.” This brand caters to a younger demographic, offering a range of trendy and comfortable activewear, blurring the lines between fashion and fitness.

From the Catwalk to Social Media Influence

Social media has become a powerful tool for these model-turned-designers. Their existing fan base translates into a built-in audience for their new ventures.  Models leverage their social media presence to promote their brands, offering glimpses into their design process and showcasing the clothes themselves.

This direct connection with consumers allows for real-time feedback and fosters a sense of community around the brand.  Additionally, it allows models to bypass traditional retail channels and sell directly to their audience, creating a more streamlined and cost-effective business model.

A Trend on the Rise

This trend of models venturing into the world of fashion design is likely to continue.  It empowers models to translate their personal style into tangible products, catering to a specific audience, and achieving a level of creative control not always possible in their modeling careers.

For fashion enthusiasts in India, this trend offers exciting possibilities.  Consumers can now connect with their favorite models not just on the screen, but also through their clothing lines. This fosters a deeper appreciation for their style and gives them access to unique and personalized fashion choices.

The Future of Indian Fashion

The rise of model-founded fashion brands signifies a dynamic shift in the Indian fashion landscape. It’s a testament to the entrepreneurial spirit and creative vision of these women.  They are not just models anymore; they are becoming tastemakers, business leaders, and role models for aspiring fashionistas in India and around the world.


Read More - Behind the Glamour: A Day in the Life of an Indian Fashion Model

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