Given that India is one of the world's newer emerging markets, and a potential major one for luxury brands (if the BRIC acronym and associated expectations are anything to go by), it isn't exactly surprising that one hears about one fashion brand after another entering the country, and we even got our own edition of Vogue last year (which I'm not such a fan of, but then I'm not exactly a Vogue kind of person, so all's fair) . Every other month seems to bring one major Italian/French/American label after another, and the truth is, none of it really excites me because on some level, I can't help feeling that it's all more about the brand (place that in caps) than good design (if Sienna Miller's label is to be considered a 'cult' brand- even if it's the rather idiotic India Today saying that- I shudder for the state of fashion-consciousness in this country). I mean, of course it's about the brand, but mostly they just leave me cold.
However, this little snippet of news, which I saw in my local paper nearly two months ago and didn't post back then because I stupidly lost the paper, definitely did have me intrigued. Aimee McWilliams is not a known name in India: her work isn't instantly recognisable unless one has been scouring pictures of London Fashion Week over the last few years, and that basically eliminates the possibility of tacky logomania in this case. And it's partly because she's less of a known quantity that news of this collection she's got planned has me a bit excited. Her collaborators too don't seem to be famous: the only link Google threw up was the story above. And they're based in my hometown. Even if the label in question intends to market its line to women over the age of 30, I do want to see what she comes up with- according to the interview, it should get shown at India Fashion Week in September of this year, and I can't wait. Plus, it's actually going to be interesting to see how it all turns out- she did get a few things spot on in the article, not least among those being the grouse about the construction (not very good) of clothes by Indian fashion designers at large. And I can't help but agree with what she has to say about Sabyasachi Mukherjee..(though I don't think I'm being biased in making the observation that Calcutta-based designers seem to cater to a very different type of woman than the Delhi and Bombay lot...Anamika Khanna and Kiran Uttam Ghosh might not be as revolutionary, but they're worth a look too). And hey, if Aimee puts anything like the jacket in the above picture on the runway in September, I will very definitely be a fan.
Image from Brittique