Luxury Brands Shrugging the Pandemic

After the pandemic, there has been a significant shift in consumer behaviour owing to the rise of work-from-home culture resulting in an increase in internet shopping. In terms of the internet and the online world, luxury companies are not early adopters. Read on to see why!

Luxury companies’ digital sprint
Luxury brands are wary of the internet because they want to keep their items mysterious and hard to acquire. The brands seek to preserve their uniqueness and character by maintaining secrecy. From the way fashion shows are presented to how items are sold, the luxury fashion business is evolving at a fast rate. Brands are transitioning from physical modes to online in a more planned way than ever before.

Fashion show concept
There has been talk about whether physical fashion shows can still take place. The ever Bold-and-Beautiful Gucci has already opted not to follow the timetable of fashion shows! Nonetheless, the occasion has caused firms to consider new innovative ways to debut a fashion show. This year has seen a slew of memorable digital-only fashion presentations including Raf Simon and Miuccia Prada’s debut fashion show for Spring 2021.

Prada Spring RTW 2021


The main issue encountered during the internet fashion show was that it was extremely difficult to produce the same level of enthusiasm as the physical ones, but the big potential was to provide customers with the same level of access that top reviewers typically had. Isn’t that marvelous?
Luxury brands have been producing a stream of narrative videos this year with the video material being emotive and mirroring current events like Alexander McQueen’s ‘first light’ film for its Spring 2021 campaign. The video creates a more meaningful and deep connection than word and image.

Alexander McQueen’s ‘First Light’ Collection

E-commerce
There was a huge increase in product sales through the online medium in 2020, and predictions say it will remain the same in 2021. This emphasized that there is a digital shift within luxury brands. The online fashion e-commerce platforms that were used by the brands are Farfetch, Mytheresa, Yoox Net-a-porter, Zalando Matches Fashion and Moda Operandi.
You will be intrigued to know that not only e-commerce but also the emerge of different selling modes has been affected! For instance, livestreaming has become popular in the world. Instagram is now bolstering the social commerce option.
Livestreaming is seen as a viable alternative for reaching customers in lower-tier cities because they do not have access to some physical stores. However, some people believe it critical for elite companies to maintain consistency in content quality. Some procedures, such as fitting reservations or ordering online and picking up in a store, have been around for a long time and have become considerably popular.

Gucci live


Gucci has released a new app named “Gucci Live” available in Europe, the Middle East and Africa. The app insists on bringing the brand closer to its clients because the brand believes that only online purchasing lacks intimacy. Customers can speak with a genuine sales professional in the shop to ensure that the service quality is maintained. It is interactive, and users can use augmented reality to try on different garments and accessories. They can even create their own Gucci footwear in the app. People think it is loads of fun, and it helps to tackle the problem of closed physical businesses through new and creative solutions. Nonetheless, it is critical for brands to build the infrastructure necessary for long-term objectives. This seems to be true not only for Gucci but for all luxury labels. Customers must be enticed to interact online by fashion players finding innovative ways to thrill them.
To paraphrase, brands must adapt their tactics by rapidly determining which trends will persist after the ongoing crisis has passed. People are aiming for minimal change or a heavy reliance on specific markets/platforms. As a result, premium businesses must prioritise digital transformation. Brands must set clear, long-term objectives in 2021 while exhibiting enough flexibility, speed and agility to manage an uncertain short-term future.
Despite the fact that this notion has been debated for some time, the pandemic has accelerated the need for change. Physical stores are no longer physical stores, and online businesses are no longer simply online businesses.


Author:
Siddharth Bhardwaj
2nd Year, B. Des. Fashion Communication

Editors:
Atash Coyaji
2nd Year, B. Des. Textile Product Design
Shalini Mohanty
Assistant Professor, ASFDT

Graphics:
Indrani Roy
2nd Year, B. Des. Fashion Design

Re-Shirt 2021: Rethink, Revamp, Restyle

“Creativity is making marvelous out of the discarded.”

Reshirt 2021 was the second event by “Design Hub – A peer space for Budding Designers,” an initiative of Amity School of Fashion Design & Technology (ASFDT), Mumbai, organized to promote aspiring designers across the country. Moreover, to promote the best ideas and implementations of fashion & design, inviting many young talents from across the country with extraordinary ideas and intellect.

Reshirt 2021 contest was all about recreating and reconstructing their old T-shirts into something entirely new. The sole aim of this exercise was to create new and trendy pieces while producing zero waste. Reshirt was a PAN India Inter-University event managed by the ASFDT, Mumbai team. It got an excellent rate of participation with over more than 40 responses. Participants showcased their creative skills by styling and remodelling their reconstructed Tees. This event had a great social media reach as well.

Various universities actively participated in this event, such as Amity University Mumbai, Amity University Noida, Amity University Chhattisgarh, Amity School of Fashion Design and Technology Uttar Pradesh, Delhi University, Maharaja SayajiRao University, Good Samaritan School, National Institute of Fashion Technology, NIFT Panchkula, Institute of home economics and more.

The winners of the Reshirt contest were-

Nishi Bhartia, who grabbed the 1st position:

Nishi Bhartia, First Position

Aarchi Arora as 1st runner-up:

Archi Arora, First Runner-up

Sreyaparna Dey and Sumedha Shettipally as 2nd runners up.

Sreyaparna Dey, Second Runner-up
Sumedha Shettipally, Second Runner-up

It was an honor for the team to have Ms. Sejal Thakur, fashion stylist at Marks and Spencer’s and Ms. Smrutiseema Nayak, Visual Merchandising Manager at H&M as the external jury members along with the professors at ASFDT who judged the contest.

The winners were given e-certificates of achievement and were featured on ASFDT’S social media handles. Meanwhile all the participants were given E-certificates for participation to acknowledge and encourage their participation.

Overall, the contest turned out to be an exciting and participative event. The team at DesignHub and ASFDT looks forward to more such exciting events in order to keep discovering hidden young hidden talents of the country.


Author:
Aditi Mandlik
2nd Year, B. Des. Fashion Design

Editors:
Lubaina Surury
2nd Year, B. Des. Fashion Communication
Shalini Mohanty
Assistant Professor, ASFDT

StyleQ’21 – 13th Edition

As we usher in the New year 2022, Amity School of Fashion Design & Technology unveils the 13th edition of its StyleQ magazine. Launched in 2016 the StyleQ magazine now in its 6th year has reached a new milestone evolved from traditional magazine format to the most interactive digital flipbook look which brings 2Dcontent to life. The whole experience is curated, designed edited, and published by the students of ASFDT, showcasing their journalistic and scholastic prowess.

This issue of StyleQ holds the Trend & Colour Forecast for the Fall/Winter 2021, a sneak-peek into happenings of ASFDT, the launch of Design Hub, and well-researched articles on innovation, acknowledging insights on fashion & other creative fields that shed light on new-age trends and technology which is germane to our theme.

Click on the link below to access the trendy, digital “flip-bookStyleQ Magazine, 13th Edition.

*Please zoom on the text when accessing the Flip-book magazine for an enhanced experience.


Regards,
Team StyleQ | Team StyleQ Digital | Team ASFDT

Midi-Skirts & Boots – Never Outta Style

Midi-skirt with boots- a combination anyone would love to wear. Flared midi-skirts when worn with ankle boots give out a whole ‘retro yet trendy‘ look. What sets apart the midi-skirts from all other skirts is the style and the length of it which ends right at the wildest part of your leg; the mid-calf, giving the illusion that your calf thicker than it really is. Similarly ankle boots cover the thinnest part of our legs that is the ankle. Some may say that styling Midi-skirts with ankle boots maybe risky but if done well and carried with confidence, it surely is a feast.

Sometimes it may be recommended to wear neutral/nude coloured boots that go with skin colour of the wearer and create an illusion of elongated legs rather than the regular dark coloured boots that give away a stumpy look. Unlike this, many stylists or fashion influencers over Instagram, YouTube or blogs style dark coloured boots with solid pastel or neon, flared midi-skirts or even with retro printed midi-skirts aiming for a grunge look.

Thus, depending on the wearer and how well they style and carry an outfit, midi-skirts and boots together are a combination that never go out of style.


Author:
Artha Thakur
3rd Year, B. Des. Fashion Design

Editors:
Prarthana Kapadia
4th Year, B. Des. Fashion Design
Shalini Mohanty
Assistant Professor, ASFDT

Graphic Designer:
Prarthana Kapadia
4th Year, B. Des. Fashion Design

Remembering Pierre Cardin

Pierre Cardin (02.07.22 – 29.12.20) was an Italian-born, naturalized-French fashion designer who was known for his Avant-garde and Space Age designs. 

He was a visionary designer who with his natural yet revolutionary designs, transformed the business of fashion. He clothed the elite but also reached the masses by affixing his name to an outpouring of merchandise ranging from off-the-rack apparel to bath towels. The French Fashion Designer passed away on 29th December 2020 in Neuilly-sur-Seine, just outside Paris at the age of 98.

Cardin went from the world of bespoke high fashion for private clients to ready-to-wear designs for the masses. From bubble dresses to aviator jumpsuits, fragrances to automobiles, ashtrays and even pickle jars, Pierre Cardin has his brand name inscribed on everything. Pierre Cardin planted his flag on the Rue du Faubourg Saint-Honoré in Paris, where he proceeded to turn the country’s fashion establishment on its head, reproducing fashions for mass, ready-to-wear consumption and taking on a blow to the elitism that had governed the Parisian couture. 

Cardin’s looks are based on geometry; it’s sculptural and sometimes kinetic. His designs also tend to the clean and minimal, and it’s been applied to dresses, furniture and even real estate. During his more than seven glorious decades spent in fashion industry, he brought geometric shapes to haute couture and made sure to carve the name of his brand on everything, from clothing to perfume to pens.

Pierre Cardin was one of the last men standing from the Golden Age of couture, having helped give birth to Christian Dior’s New Look, his technical ability is indisputable. Cardin was the only Paris couturier, outside of Balenciaga, who was not only a designer, but an excellent fitter and cutter.

Remembering the legendary fashion designer and his life happenings, his early works from 1950s to the 70s and his later works from the 70s to late 90s, the students of ASFDT were asked to make an inspiring and creative story on the 9th of January.

The students of Semester 1 & 4 with each group of 5 had to create an illustration per student, of his works.

The students of Semester 6 & M.Des with each group of 5 had to create a physical model and take pictures or videos of the making process. All works had to be created using available materials. 

Best works were displayed on ASFDT’s Instagram account as well as the StyleQ Digital Blog.


Author:
Dona Ajay
3rd Year, B. Des. Fashion Design

Editors:
Prarthana Kapadia
4th Year, B. Des. Fashion Design
Shalini Mohanty
Assistant Professor, ASFDT

Artworks by:
Students of Amity School of Fashion Design & Technology,
Amity University Mumbai

#RiseAgain

Happy World Fashion Day 2020

School of Fashion Design & Technology ay Amity University Mumbai celebrated the fashion and design industry on the World Fashion Day on the designated day; 21st August 2020.

Though this year the pandemic has altered the complexion of buying, selling, production and supply of fashion products, yet, we are privileged to be a part of an industry that rises to all occasions and situations. So aptly enough, the theme chosen by the School for this year World fashion day was #RiseAgain.

The last two times there was a shift in fashion and the way we shopped was after the first and then second world war. The current pandemic will be the third largest influence on fashion.

Some of the predictable changes that will emerge are:

  • New Shopping patterns will emerge. More brands will go on-line, e-commerce wave and live-streaming will merge making on-line shopping interactive, experiential and in real-time. At Milan Fashion week, Armani also chose to live stream his new collection
  • AI & Tech will make stores go smart and computers and Apps will replace shop-floor in-store assistants.
  • Local will rule, since imports have been hit. Local designers, brands and even tailors will be endorsed. A much-needed boost to homespun, small, medium, new and large Indian brands will happen. Indian fabrics will be sought after.
  • Luxury brands are bound to slow down on their new launches. With decrease in prices hi-street brands may become more affordable to the masses.
  • People will go back to wearing fuss-free, germ-free and durable clothes. Recycling will be fashionable. So, for new looks, mix, match and re-use will be the mantra.
  • Healthcare will beat cosmetics and wellness will be the new buzzword.

With that said, and understood we still stand by the belief that the revival of the fashion industry to its full glory will come soon. The fashion & design industry is known to be the most dynamic and agile industry, that comes together as one conglomerate to beat all crisis.

Chanel has contributed its services by moving to production of production of masks and PPE gowns. Armani is making surgical overalls. Prada is making facial covers and…… H&M is making PPE for hospitals in Europe.

India too has created a new industry worth almost 10,000 crores in the last few months. Its making approx. 4.5 lakh PPE kits/day and has become the II largest manufacturer of PPE kits.

On that happy note, I wish you all a very happy, aesthetic and happening World Fashion Day 2020.

A lot of your fashion is at home, in your wardrobes, on-line and perhaps old storages.
So, stay home, stay safe, put together aesthetically existing items (clothes & accessories) and create new looks!!!

Prof (Dr) Bhawana Chanana with Team ASFDT, Mumbai.


Editors:
Shalini Mohanty
Assistant Professor, ASFDT

Graphic Designer:
Prarthana Kapadia
4th Year, B. Des. Fashion Design

Master of Design Programme

The Amity School of Fashion Design and Technology (ASFDT) gives us the opportunity to excel in all fields related to Fashion, from research and development to designing the fabric to putting it together into a garment, and this is very evident in the M. Design (Fashion Technology) programme.

Talking about my experience with the institution, as a student of the masters programme, it has been nothing short of exceptional. The labs and classrooms are fully equipped with all the materials required. All the hard-work our faculties are putting can be seen with the performance level of my fellow students of our department. Their skills are well polished and nurtured to its level best. Each and every one of us is individually taken care of, and the faculties always ensure to be flexible and understanding enough to make us feel comfortable enough to share anything and everything with them.

Staying at Amity’s hostel also feels like a home away from home, with really fun and entertaining hostel friends that make my life here nothing short of enjoyable. The education and the exposure that they give us, brews the needed confidence in us and evolves us to become someone who is competent enough to face the complications and competitions in the Industry.

The masters programme creates avenues for professionals like me who are pursuing a higher education in the area of fashion design. It is designed in a way that it chooses to focus towards academic concepts and industry related Research & Development.

Personally, I hold a Bachelors degree in fashion design and have studied about fashion and textiles industry, which helped me to generate a lot of ideas and skillsets in creative ways to combine research and practice. The research environment at ASFDT equips us to provide critical solutions to current as well as future problems, and innovations for the evolving fashion industry.

Apart from research we also get a lot of exposure to the different sectors of the Fashion Industry like Textiles, Graphics, Styling, Costumes Designing, Brand Designing and many more. Adding on to this list of continuous learning, we also learn about Media in Fashion Studies and Entrepreneurship, which are key to starting new ventures and innovating. Hence, I genuinely think that the Master’s programme in Design at Amity is designed to cater to the burgeoning requirements of industry in the forthcoming years, preparing me to better prepared for the industry, and I couldn’t be more thrilled about my career post ASFDT’s masters programme experience.


Author:
Avni Singhal
2nd Year, M. Des

Editors:
Prarthana Kapadia
3rd Year, B. Des. Fashion Design
Shalini Mohanty
Assistant Professor, ASFDT

Graphic Designer:
Shezeen Gola
Faculty, ASFDT

Maharishi: A Brand With Style and Substance

“Environmental concern will continue to grow and will be a norm for the future generation, who may look back on old and current practices with disdain or horror.”

“Environmental concern will continue to grow and will be a norm for the future generation, who may look back on old and current practices with disdain or horror.”

Said Hardy Blechman, the founder of the label MAHARISHI. The brand sounds quite Indian but it isn’t at all. MAHARISHI is a London based men’s street wear label, founded in 1994. The most exciting thing about this brand that made me write this article completely in favor of it was the cause for which it was started.

Hardy Blechman realized that there wasn’t any stylish clothing made with an environmental concern, so he decided to introduce his label MAHARISHI. It focused on production of high end fashion clothing from hemp and other natural fibers. Later, Hardy realized that it was becoming difficult to make a complete collection out of hemp; he made a creative decision of using military and industrial surplus for his collection.

Source: Wikipedia.com
Edited using PicsArt Application

Speaking of which, an interesting fact about the label, which caught my eye, is the heavy military influence. The use of camouflage pattern is quite expected but the label presents it in a much oblique manner. The brand has always taken cues for designs from around the globe and does it till date. Hardy’s combat pants known as ‘SNOWPANTS’ with a signature Chinese dragon on the back became an ‘ITEM’ for almost a decade. Apart from this, for their SS16 collection showcased at LCM, the brand gained major acknowledgement from the fashion fraternity worldwide. Many heads turned when a cross-breed of military influence with Buddhists monk’s robe and Judaic prayer string was put on the ramp with a very clear message of a unified earth. The super continent ‘PANGEA’ was used as a motif that depicted the unification of all countries as one. The colour palette included Roman Catholic purple and golden brown with Thai Buddhist Monk’s bright orange working together in harmony both spiritually and aesthetically. All the garments made were environmentally and economically efficient i.e. produced with fair trade front of mind.

Source: facebook.com
Edited using PicsArt Application

The brand still continues to stand by its principles of green and sustainable fashion. The brand proved it with their latest collaboration with Nike. The NIKE Air Max 90 ‘MAHA OLIVE’ was made of 100% organic cotton and natural sources like turmeric and pomegranate are used as dyeing material.

Thus brands like MAHARISHI that encourage environmentally and culturally sustainable fashion must be promoted. This article may not be a ‘REVIEW’ but it is a mere shout out to this unique brand.


Author:
Daksh Vohra
2nd Year, Textile Design

Editors:
Prarthana Kapadia
3rd Year, Fashion Design
Shalini Mohanty
Assistant Professor, Fashion Design

Graphic Designers:
Abhirami Nair
2nd Year, Textile Design
Prarthana Kapadia
3rd Year, Fashion Design