Designer duo Lecoanet-Hemant showcases its Spring Summer line in the city
PENCIL skirts and peplum tops in unusual textile combinations — for years now, Delhi-based brand Lecoanet-Hemant have pushed the envelope with technique, be it handmade lace, leather or 3D applique, and silhouettes. In October last year, 35 years into the business, the Indo-French label attempted something else — a fusing of the haute couture spirit with e-commerce smarts. Having tied up with Amazon, they launched the fall-winter line from the brand Genes with a live streamed show at their factory in Gurgaon. This year, they are at it again with an informal showcase of the Spring Summer collection of Genes at The Ritz Carlton, Bengaluru. Conceptualised by Jyotiee Balani, a food, wine and travel writer, the evening will see models dressed in the label’s latest line, mingling and interacting with guests. “It takes its inspiration from ’70s pop. The pieces are easy and comfortable, perfect for everyday wear for the new age, urban Indian,” says designer Hemant Sagar.
Popular with international stars and French aristocrats, the designer duo admits that shopping patterns have changed dramatically in the last year. “It was the sensible thing to do. We were thinking of a bigger selection and all roads led to Amazon. We liked their unique market positioning and the idea of a shoppable runway,” Sagar explains.
The duo is one of the latest in a long line of designers who have woken up to the realities of a fast disappearing haute couture audience and the practical advantages of e-commerce. Their target audience is the under-30 millennial and the style is ‘daily dressing’. ‘‘At a wedding you know what is required of you; it is only with everyday wear that people are insecure,” continues Sagar. Genes offers affordable yet aspirational clothes for the global tribe in cotton and “intelligent synthetic material’’. But what really makes the cut is the pricing. “Almost 60 per cent is under Rs 10,000,” says Sagar. The colours are conservative, from winter dark to neutrals.
The two are currently in the middle of creating an ayurvedic line of clothing, aptly named, Ayurganics. Made from specially treated organic cotton, the collection will be on sale online on ayurganics.com, which will be up in 10 days.
Rs 1,600 upwards (Genes Tribe). Details: genestribe.com
— Rosella Stephen