Imagine getting designer pieces like a Wendell Rodricks or Priyadarshini Rao for under Rs 5,000? Stylista, an online portal going live this month, makes this possible. “We will produce these designer pieces ourselves. The designer gives us their sketch. We come out with a rough sample which goes back to the designer for approval and fine tuning,” explains fashion director, Anjana Sharma, making it clear that the portal stays true to the designers’ sensibilities, without compromising on the quality.
So, the trick is in having a manufacturing set up that will take the load off the designer, who usually finds it difficult to reach out to the masses, thanks to the high cost of production. “This is where Rishi Rajani’s (of Biharilal Fashions, a 25-year-old garment manufacturer and exporter) expertise comes in. He caters to Scandinavian countries,” she shares. The other founders are Avnish Chhabria (CEO) and Rishi Khiani (director). Expect flowy tunics by Rodricks, Yogesh Chaudhury’s Pacman-inspired collection (graphic printed saris and monochrome workwear) and more.
Each designer will be retailing around six collections every year. Each style will have 50-100 pieces across XS-XL. “We will be launching a new designer every month, based on their popularity,” offers Sharma, who organised Lakme Fashion Week in 2011 and 2012. Apart from that, they have their own private label, bringing out 20 silhouettes every month. It targets discerning fashion conscious ladies and those who are comfortable shopping online, aged between 18 and 35. Sharma has also taken care of the size factor. “We have a section where you feed in your bust, waist and hips measurement. We will give you a suitable size,”she informs us. For complaints, the site has a customer division for feedback and to “help fine tune the offerings.”
The collection is priced between Rs 700 and Rs 5,000. Details: stylista.com
— Madhuwanti Saha