A cargo of Gauri & Nainika clothes has simply arrived at Collage, after I drop by. There are streamlined robes and brocade items, and from founder Lata Madhu’s response, all is nicely. The capsule assortment has been designed specifically for the multi-brand luxurious retail retailer’s anniversary edit, and the style sisters from Delhi aren’t the one designers to take it up a notch this month in Chennai. Shweta Kapur’s 431-88 ia one other. It’s no marvel that after we meet in her compact workplace, Madhu begins by highlighting the worth of relationships.
A few of her designers return to her first yr, from Tarun Tahiliani to Priyadarshini Rao to Manish Arora. The founder has a busy week forward, making ready for a celebration that may mark 15 years since their launch (see field). The shop on Greams Highway has been catering to the town elite with out drawing a lot consideration to itself. The fixed issue is Lata, who’s palms -on with all the pieces, from sourcing to advertising. “I’m almost always here; but I don’t impose myself on clients unless they want my take on something,” she says. She prides herself on being old-school.
- Titled ‘Love in Lines’, the architecture-inspired edit (out there on November eight and 9) will characteristic structured clothes and niknaks from 11 Indian labels.
- “It will be a largely monochrome palette, with techniques like colour blocking and stripes making an appearance,” explains Lata.
- Additionally on provide are bucket luggage from Rara Avis and equipment from Misho Designs.
- Accompanying these can be a curated assortment of contemporary Indian work and sculptures from Sarla Artwork Gallery, which can be on sale.
- Dishes and desserts can be plated up by Mathangi Kumar of The Summer season Home Eatery.
- Costs begin from ₹5,000 for equipment and go as much as ₹40,000 for clothes.
Designers are household
That is in stark distinction to her daughter, Sam Madhu, a multi-disciplinary artist who has a powerful social media presence. In actual fact, taking satisfaction of place on the wall behind Lata are two massive work by her. “She is busy producing music videos [for rapper Raja Kumari], projects for W Hotel, and collaborating with brands [including Adidas and Reebok]… It would require a lot of my energy to keep up,” laughs Lata. Their aesthetics are distinct — Sam’s work is all neon and daring, whereas Lata prefers demure and understated.
Lata talks of a loyal clientele, the type who would, at one go, choose up 15 outfits from Rimzim Dadu, or a dozen from péro. “I’m glad we have a large percentage of people who believe in a simple approach to fashion. I don’t believe that a store should feel the need to cater to every aspect of fashion; it should perfect the curation for whatever you choose to stock,” she says.
It’s one thing designers are snug with, too. Kiran Uttam Ghosh, who has been related to the shop for over eight years, says, “[Lata] has been very involved; the communication between us is fantastic. One can expect her to be available to brainstorm at any given point in time.” Though the label began off with Indian put on for the Chennai market, over the previous yr, Kolkata-based Ghosh has additionally launched a metallic palette and pleated kinds.
A Kiran Uttam Ghosh creation
Payal Khandwala, who got here on board a few yr again, mentions how nicely her Mumbai label is doing on the retailer. “We started off with a limited collection of our pleated garments, since they are easier to move, are very forgiving and size friendly. Now, they stock all our prêt and brocade lines as well,” she says. “Lata either did a good job in creating a market within her audience, or she tapped into an existing market that she felt she could steer towards our clothes.”
Within the know
Lata is candid about the truth that she isn’t about chasing developments, however is aware of what her shoppers need. “What works in Mumbai and Delhi might not work in Chennai. That is not to say that they are forward or we are backward: we simply choose not to be where the other cities are,” she says. The main focus at Collage is on stocking garments which might be constructed to final — “if you wear the same outfit several times, to me, that is sustainability” — but, bringing in simply sufficient innovation to whet the shopper’s urge for food for newness.
A Payal Khandwala creation
After an e-commerce effort that didn’t go as anticipated, Lata has been cautious of the house that’s already flooded with e-tailers. Pop-ups are a worrisome sort of competitors, too, as a result of “customers now tend to pick up five garments at one go, and they are done for the month”. In addition they should deal with designers stocking their wares in a number of shops on the similar time. “I cannot tell them not to do that or ask for exclusivity, especially in a small market like Chennai. I just ensure that we have a special edit for our store,” she says.
Lata is conscious that the subsequent era of consumers are very acutely aware of what they put on. Having a millennial daughter helps. We’re instructed that Sam factors her mom in the direction of manufacturers that she likes and would choose for herself. “Living in Mumbai and interacting with people from the creative community gives me an insight into newer names,” says Sam. Will she take over the reins? “Sam is so much busier than me! And her style of working is different…” says Lata. Nevertheless, the younger artist, who wish to design her personal line of streetwear in some unspecified time in the future, says that she is wanting ahead to working together with her mom. “We’ll definitely have a project out next year,” she concludes.