I Grew Up Appreciating The Value Of Personalisation And The Handmade: Sonam Kapoor
What is your definition of luxury?
To me, having a product with longevity is a luxury. Back in the day, my mother and grandmother would preserve expensive saris in a mal mal (muslin) cloth, masterji (tailor) would create made-to-measure outfits, juttis (shoes) would be created to fit our feet. So, you see, I grew up appreciating the value of personalisation and the handmade. This to me this is true luxury. I consciously buy items that are made by local artisans, are vintage, and even resold.
Do you think the idea of luxury has changed over time?
I think everybody is competing in terms of wearing the cool shoes, designer outfits, fancy watches etc. People tend to be following a trend. It seems like people want things that are hyped up and trendy.
Is aesthetics more important than functionality?
Both of them have to work, I feel.
For me, I think it has to be wearable, comfortable and look fabulous. I believe, one must dress however they want as long as they feel comfortable in the outfit. For instance, I like wearing saris. I've been wearing them since I was 21 years old. I am very old school in the way I dress. I am progressive in my worldview, but the way I dress and the way I think is quite old school.
What according to you, keeps a consumer loyal to a brand?
I would say Quality.
How can luxury brands better their consumer experience?
For luxury brands in India customer care would be extremely important. We have a growing middle class that has aspirations, but has limited disposable income. For them, a single luxury purchase means a lot. Therefore, they want to be treated well and the brands that do are on the right track.
Please tell us about some of your favourite brands
In terms of Indian brands, I love Anuradha Vakil. I think she's amazing. My wedding outfit was from her. She works a lot with Indian handicrafts. I like Abu Jani, Sandeep Khosla, Anamika Khanna, and Rohit Bal. In terms of international brands, obviously, Dior and Chanel are amazing. I like Comme des Garçons, Issey Miyake. I wear a lot of Junya Watanabe. I buy a lot from The Row and Jil Sander.
And, is there anything in particular about any of these that really stands out for you?
Well, they are all investment pieces, you know, everything that I buy. I haven't bought anything that I haven't worn multiple times. For me, everything that I buy needs to be wearable for several years. I don't believe in wearing it once and then returning it unless I'm borrowing an outfit for an event.
You have a great aesthetics sense. Where did that come from?
My aunt is an interior designer - my mom, my aunt and I have always had an affinity for spaces. I enjoy making a space come alive. I like making spaces look lovely. I help my friends all the time. At the moment, I am helping my parents re-do their bedroom.
Tell me about your favourite book and your favourite movie.
I like Charlotte Bronte's Wuthering Heights. Obviously, Jane Eyre (by Bronte as well) as well is amazing. Jane Austen's Emma, which we based Aisha (2010 Hindi-language film) on. I liked Sense and Sensibility and Persuasion. In terms of contemporary writing, I like whatever Rohinton Mistry has written. I also like Chitra Divakaruni’s books. In terms of movies, I like The Godfather, Batman (movie series) by Christopher Nolan. I like Breakfast at Tiffany's (1961 film), Guide (1965 film), Pyaasa (1957 film), and I like my own films Khoobsurat (2014) and Neerja (2016).
What’s your favourite quote?
“I think therefore I am.” (Latin: Cogito, ergo sum)
