When a holiday is on the cards, the ‘holiday look’ is the hook to the checklist. Enter the maestros of luxury resort wear, Shivan and Narresh, perfecting the silhouette floating between the sand and the sea. And while you believe resort wear is their niche, their first ever e-commerce collaboration with Koovs, will have you thinking otherwise. Between the wafers of the perfect instagram picture and clothes being a click away, the design duo sees fast fashion as the cream filling to the ideal millennial life.
Adding the millennial audience to their cart, design house Shivan and Narresh dive into the realm of ready-to-wear, giving millennials the aftertaste of a rich summer getaway.
Let’s start from the beginning, how did you choose to venture into a collaboration beyond your signature, resort wear?
The contemporary times call for constant disruption, especially in the world of fashion. At Shivan & Narresh, we are always pushing ourselves to explore newer and wider demographics, and opportunities outside of our core, to attract a newer set of audience. The Shivan & Narresh X Koovs collection has been curated with an intention of reaching out to the younger consumer section which values design for its price. The collection features a wide range of pieces complementing the everyday style of millennials, creating an aftertaste of a rich summer getaway, which is the DNA of our brand.
This is your first e-commerce venture, why Koovs? How did the entire collaboration come about?
The idea behind the collaboration with Koovs was to expand the universe of Shivan and Narresh, and explore a younger demographic to amalgamate our pool of design into the lifestyle of contemporary, young adults. Conceptualised around the lifestyle of the younger generation and the mood of summer in its prints, this collaborative collection aims at grabbing the attention of a newer audience. Given its e-commerce visibility and engagement, Koovs became the most fitting choice to reach this particular segment.
What is the inspiration behind the collection, and where is the colour palette drawn from?
The collection draws inspiration from the lifestyle of the millennial generation and the summer holiday mood that is reflected in the prints. The colour palette has also been curated keeping in mind, the lifestyle of the younger generation featuring hues of rose pink, red and green focused around categories like athleisure, cocktail and sports-wear.
How do you see fast fashion, and the role it plays in such collaborations?
We believe that it is very essential to break the pattern constantly and work out of one’s comfort zone. Collaborations between design houses and retail brands is a growing trend globally as it primarily fills the gap in a design versus price conscious market. Luxury Design houses and high street brands worldwide, often come together and be disruptive, for instance Versace, Balmain or Giambattista Valli for H&M, bringing luxury into one’s daily ready-to-wear, resort wardrobe.
However, this concept is fairly new in the Indian fashion industry. Koovs has successfully brought the idea to the country as it gives a tremendous opportunity to luxury design houses to make their creations available to an extensive market. Whereas for retail brands, it gives them a considerable space to offer new and exciting products to their consumers.
Are flowing dresses, paper pants, jackets and blazers going to be part of your next resort wear collection too?
With this collection, we have focused on giving a new dimension to the brand with opening up to categories like athleisure, cocktail wear and sports-wear. All the styles from the collection are synonymous with the essence of Shivan & Narresh as a brand. As we evolve with every collection, these styles can definitely be seen in different ways in future.
Text Deviyani Gupta