Smita: It's impressive that the designers managed to come up with new collections during lockdown, inspiring a new mood. I can't help but feel proud.

Poll

Who will win the Punjab Elections?

BJP 32.86%

AAP 41.43%

INC 25.71%

Submit

View All In Poll

Most summer weddings were shifted to end of year dates, and we will see buying pick up now. After months of uncertainty, the customer today, I think, has made peace with COVID-19 and is working around health restrictions.

The digital platforms, whether to show or sell, are better suited for those designers who have built a reputation in the market. A client's trust in a brand is important when s/he shops online. Designers like Sabyasachi Mukherjee and Anamika Khanna raise that quality bar, so clients are assured that these designers will deliver what is showcased online.

Akriti: Digital shows and e-commerce and social media are different mediums to present look-books, but the real buying happens only on WhatsApp. That's where we build human interaction. Bridal shopping is about translating the online experience into a tangible one.

The shows could have been edited better. Most designers seemed to be interested in fashioning their shows like a Netflix series, rather than a fashion film.

I liked: Rahul Mishra's show was more about artistic heritage, which is what a fashion show should be. Gaurav Gupta not only knew how to showcase his creations digitally but his unorthodox approach also opened the market to a millennial audience.

'Pandemic or not, the bride will dream'
Devangi Parekh, creative director, Aza Fashions

The pandemic has left us no choice; either we do it digitally or don't do it at all. These are challenging times, and ICW is a first step towards inciting a feeling of OTT decadence, that couture is not cancelled.

The pandemic has trimmed budgets for Diwali parties, lavish birthdays and anniversaries, and buyers today are mainly wedding shoppers, so it made sense for designers to cater to them. I don't think pricing will be affected; if a bride dreamed of wearing Anamika Khanna on her special day, she still does.

It was a different time and mood when we introduced our e-commerce site in 2015. Designers were suspicious about the platform. They feared their designs would be copied. The same lot sees value in digital now. Digital fashion presentations levelled the playing field and opened up access to an otherwise gated event. But ,physical shows have their own advantage—you don't get to see the garment move, or feel it first hand (virtually).

I liked: Gaurav Gupta's show. He really made an impact through the medium; everything from his cast of characters to music was well thought out. He drove home a specific point, that of inclusiveness.

'Buyer interest in designer is platform agnostic'
Roopal Shodhan, Director, Elan Couture

THE new collections have stirred the mood and interest, and we are receiving enquiries from would-be brides and grooms. A number of weddings have been postponed to February and beyond, but those who plan to get married in 2020 cannot shop for older collections. I don't think the familial bonhomie that wedding shopping creates is going away.

I feel digital shows may just come to stay. As long as the customer is aware of who they like and want to invest in, the platform doesn't matter. Now is the market for prêt and wedding wear, not so much the in-between occasions.

The real issue for buyers is about how to order given the unpredictability of the market right now.

I liked: Amit Aggarwal did a good job at adapting to the new format, and Anju Modi is always a delight to watch for her beautiful aesthetics. One thing the pandemic has done is to push designers to be more creative through nuanced presentations or ingenious look-books.

Keep scrolling to read more news

Catch up on all the latest Mumbai news, crime news, current affairs, and a complete guide from food to things to do and events across Mumbai. Also download the new mid-day Android and iOS apps to get latest updates.

Mid-Day is now on Telegram. Click here to join our channel (@middayinfomedialtd) and stay updated with the latest news