Singapore-based women’s western wear brand BYSI, which entered India a little over a year with DLF Promenade Mall, is trying to redefine the sense of fashion amongst women in India. “Bringing in the styles straight from the catwalks of
international runways and ensuring their acceptance is not an easy task. But we have been able to establish ourselves and gain sustenance. We shall not be in a position to compare ourselves with other brands as we import completely. Hence, the challenges that we face is as a matter of fact more related to understanding the Indian mindset and the market to strike a balance between acceptance with a difference” explains Nidhi Gupta, Head India, Anika Impex (BYSI).
The
brand is currently present with an EBO in New Delhi and Mumbai respectively and soon plans to open a store in Pune by June this year. Plans are also afoot to add another store in New Delhi and Mumbai apart from establishing presence in Bangalore. Elaborating on the product offerings, Gupta says, “We deal in women's apparels that are comfortable yet high fashion. We also have accessories and bags. Since we are still planning to focus on this, we do want to focus on regular/casual wear so that we can also target the college going teenage segment through an affordable range for them.”
Highlighting the collection, she states that overcoats and dresses are a firm favourite and an evergreen and is still going strong and graced the runways in many shapes, silhouettes and forms. “Colours that are haute favourite this season are greys, the accent colours such as red, blue and hints of fuchsia and blush pink, winter whites electric blue, navy, dark azure and blood and burgundy red. Metallics are as strong as ever this season. Luxurious embroidery, floral and animal prints on dresses are a surprising addition to the Fall/Winter 2014 collections,” she adds.
Apart from largely multi-coloured roses are printed on organza and satin as well as jacquard, knits and even leather, checks and tartan have made a huge come back this season. According to the BYSI line-up for A/W ’13, interpreted in classic reds or greys, as well as spruced up in a variety of colours and uses, checks are definitely a trend to embrace comig winter season.
