Air conditioned banquet halls in some of the city’s luxury hotels are turning into havens for shoppers looking for something bespoke. Malls and markets famous for their boutique stores are losing out to the old-fashioned trunk shows that see a number of stalls selling a plethora of items.
March has seen several shows promoting upcoming designers who do not have the capital to buy or rent real estate and are looking for ways to reach out to customers. These shows are thronged by youngsters who are looking for everything from office wear and party wear to bridal fashion.
“In college I used to shop on the streets to avoid wearing store-made clothes but now as I have started working I no longer go to Janpath or Sarojini Nagar but visit such exhibitions as I find many creative designers selling their products that are unique and more fun than big brand retail stores,” says Niharika Singh who works as a financial consultant.
These exhibitions almost re-create a flea-market type setting albeit in a luxury ambience with the clientele dressed up for the shopping spree, stilettos on their feet and designer handbags resting on their elbow.
Shreya, a stylist and a make-up artist, says shopping at high-end designer stores is enjoyed only by the super-rich. For more affordable options and better choice, multi-designer shows are the place to shop. “I once met this student who was studying fashion designing. I liked her work so much that she designed 12 outfits for my sister’s wedding cocktail that were as beautiful and elegant as a gown that cost over Rs.50,000 at Emporio.”
Tania Kathuria, a jewellery designer, who was using the Runway Rising platform to sell her merchandise said the exhibition platform helps connect with elite shoppers that a start-up designer normally does not get to interact with.
It is not just garments but bakers, interior designers, jewellery designers and poster makers that are making use of this platform.
