There Is A Renewed Focus On Conscious Consumption In The Fashion Industry: Raghavendra Rathore
How has the Indian fashion industry transformed over the last few years?
The fashion industry is experiencing a transformative revolution, with international brands redefining the boundaries of creativity in the luxury sector. This shift is characterised by several emerging trends:
a) Emphasis on Creative Genius: The conventional approach, shaped by globally accepted influences, is giving way to a new era defined by creative visionaries. These innovators are prioritising design over adherence to prevailing social norms, injecting fresh perspectives and originality into the fashion landscape.
b) Redefining Formality: The lines between formal and casual are blurring, with high-fashion runways embracing a more relaxed and semi-formal aesthetic. This trend is not merely about a change in appearance; it's about a fundamental shift in how fashion is perceived and experienced. The fit and accessories are evolving, setting new standards that redefine the future of fashion.
c) Sustainability as a Priority: The recent upheavals in global weather patterns have underscored the need for sustainable practices in fashion. This growing awareness is fostering a renewed focus on conscious consumption, leading to innovative approaches in the creation of luxury products. Sustainability is no longer a peripheral concern; it's becoming central to how fashion is conceptualised, crafted, and consumed.
Together, these trends signal a profound change in the fashion world, reflecting broader societal shifts and evolving consumer values. They represent a move toward a more thoughtful, individualised, and responsible approach to fashion, shaping a future that balances creativity, relevance, and ethical considerations.
Your view on generative AI in fashion
Artificial intelligence (AI) is still in its nascent stages, but what lies ahead promises to revolutionise every facet of society. The Raghavendra Rathore Jodhpur brand has been progressive in embracing AI, not merely as a novel technology but as an integral tool. We utilise AI to enhance the design process and, more critically, to understand the behaviour and preferences of our clientele. This innovative approach allows us to anticipate and respond to client needs, shaping designs that resonate with their tastes and aspirations. By leveraging the emerging capabilities of AI, we are positioning ourselves at the forefront of a transformative wave that is redefining the way design is conceived, created, and appreciated.
Please tell us about your focus on sustainability and how you create an eco-conscious fashion brand.
The sustainability of a brand is inherently connected to its business model, and it manifests differently across various fashion paradigms. Fast fashion, characterised by mass production and rapid turnover, faces unique challenges in aligning with sustainability. The sheer volume of products created necessitates recycling, regardless of the materials used, to mitigate its environmental impact.
In contrast, brands like ours operate within the realm of slow fashion, where sustainability is more organically integrated into our ethos. We promote a model where clothes are crafted only upon order, minimising waste and excessive production. This approach aligns with sustainable and conscious fashion and fosters a more personalised connection with our clients.
Our commitment to slow fashion reflects a broader perspective that views fashion not merely as a commodity but as an expression of values and identity. By emphasising quality over quantity and individuality over mass appeal, we contribute to a fashion culture that respects both the environment and the uniqueness of each customer. In doing so, we are not only carving a niche in the fashion industry but also promoting a paradigm that values responsibility, creativity, and integrity, reflecting a more thoughtful and sustainable approach to fashion.
Where will we see the brand in the next year?
The approach of observing and analysing trends within the Indian fashion diaspora has reached a conclusion, revealing predictable patterns. As a result, it has become vital for us to expand our reach and cater to a broader audience. This necessitates a reengineering of our current product offerings. In anticipation of the coming season, we are embarking on an exciting journey of reinvention, exploring both the
tailored and non-tailored segments of bespoke fashion. Through this exploration, we aim to redefine style and fit, creating innovative and personalised experiences that resonate with our evolving clientele.
What inspired you to get into events and wedding design? What makes your work in this space unique?
Design transcends mere aesthetics; it's part of the lifestyle industry. Our clients, who resonate with our brand, often seek to recreate experiences that transport them to another dimension. We have honed our expertise in crafting theme-based experiences for large-scale events, targeting the upper echelons of the market. Our approach is selective, ensuring that we collaborate with clients whose tastes and values align with our unique aesthetics. This alignment allows us to create exclusive, tailored experiences that truly reflect the desires and aspirations of our discerning clientele.
