Gayatri Khanna’s global plans

Gayatri Khanna the Mumbai-based designer best known for her brand Gayatri, is on a new high. The designer who retails through Gayatri Khanna House of Fashion has had a very successful year. Her brand reached numerous MBOs all over India,

giving her label the much needed penetration throughout the country. It helped her to establish her presence in the domestic market. Now Gayatri is available in Mumbai, Delhi, Bangalore, Hyderabad, Chennai, Nagpur and Pune.

The domestic retail growth has prompted Khanna to seek new markets and hence the plan to go overseas. Brand Gayatri is already available in the United Arab Emirates and Finland. Khanna’s strategy to enter the global market is to participate in trade fairs across the world and introduce the brand to international buyers. “With globalization, over the last few years, the apparel industry has been booming and growing at a very fast rate. Today, India is recognized as a promising market and this has attracted quite a few international brands to set shop here.” She added that, “Being a luxury prêt label with exclusive western wear, we have carved a niche and have our own loyal clientele.”

On her spring /summer ’11 collection, the designer says, “Our spring/summer collection is titled ‘Contemporary Progressive’. It is inspired from the modern and progressive woman who wants to break free from the clutches of a regressive society. Based on this, the collection revolves around twisted and draped silhouettes as well as free flowing ensembles.” Prints have always been Khanna's forte and once again she has created the feel of breaking free by using prints that fashion an illusion of the same. The twisted and draped silhouettes in luxurious silk fabrics are chic, contemporary and free flowing suggestive of the theme. The color palette moves from soft feminine tints to strong earthy tones indicative of the transformation of a naïve, innocent girl to a confident, grounded woman. Embellishments like crystal beading and metallic chain embroidery have been used in a way to complement the collection and give a feel of understated glamour true to Gayatri's style.

Khanna feels that the fashion scenario in India is a tad different from the international one. “In other countries, fashion trends are prominently seen and brands strictly follow fashion forecasts. In India, we do not follow global fashion trends very religiously. Here, designers focus on what their customers need and adapt trends to suit. So by and large one will see quite a few trends running parallel in the Indian fashion scenario.”

The label Gayatri is purely a western wear label offering blouses, dresses, tunics and gowns. In the near future they are planning to foray into the Indian Wear segment. According to Khanna the latest trends in Indian ethnic and western wear reflect the popularity of pop colors, clashing prints, color blocking, thigh high slits, high waists, jumpsuits, floral and animal prints and fringes. The Gayatri label has a portfolio that comprises blouses, jumpsuits, dresses, tunics and gowns. Starting at Rs 5,000, prices go up to Rs 30,000 for some items.