Fashion is not only for the rich: Ritu Kumar

Ritu Kumar has been dressing up Indian brides in some of the most beautiful silhouettes since past five decades and the designer says be it bridal or urban wear, her sole aim has always been to make clothes which can be worn and bought by everyone.
Kumar, who started her label way back in 1969, insists her idea of fashion is just not confined to a particular class.
"I always felt the collection should be represented by how many people wear it. It should go across many more places, even small cities.
"The price range should be such that anyone can buy it and just not live with a dream to wear it someday. The idea of fashion for me is to make everyone look beautiful. I don't think fashion is only for the rich," Kumar told PTI on the sidelines of Lakme Fashion Week Winter/Festive 2017.

The designer launched a different range of affordable contemporary clothing under her 'Label' in 2002 along with son Amrish, and hopes other big labels will also move in the same direction soon.
"There are still very few designers, who have separate affordable range. I really want fashion houses and labels to come up with clothes for everyone. The thought of feeling beautiful should not be governed by the (price) tag."

Kumar says India is one of the fastest growing fashion industries and serving the masses could contribute to that growth.
"India is a growing industry. What I see here is an organic growth. People are now not only aware about the international labels and enjoy wearing Indian brands as well. It is a very encouraging trend for designers and they should utilise it completely."

The fashion veteran, however, is happy that the young brigade of designers is focusing on getting buyers from various strata.
"The fact that young designers are coming and new labels are being launched is a positive step. Younger lot is more than willing to design from a normal day-to day wear to bridal range. They are even experimenting with handlooms and Indian textiles. It makes me really happy.
"I am also happy that they are making India an international brand. It is a great trend. It is good that we are not following any particular trend of West."
The Label Ritu Kumar last evening showcased its new collection, "Sweet Surrender", at the fashion week.

Kumar says her brand is targeting the young consumers, who want to experiment and make a bold statement.
"Young people today are changing. Their lifestyles are changing and it is becoming quite international. Comfort has become a big thing, but at the same time they also want an edgy look, which they can wear throughout the day."
The collection was designed keeping modern sensibilities in mind, but the fabrics and the intricate detailing still had its roots in Indian karigari.
Kumar says, "We as designers should focus on the Indian textiles and works. The collection was western but there was a reflection of Rajasthan.