ELEVATING INDIAN LUXURY TO THE GLOBAL STAGE
While the notion of craftsmanship – as it relates to luxury fashion – has traditionally been associated with European artisans, in particular those in Italy, France, and the UK, India has in fact been an active force in intricate design since the 1600s.
The challenge for India has been its recessive image among Western consumers, with many oblivious of the provenance of the beautiful embroidery, fabrics, and jewellery that form part of their luxury wardrobes.
The identity of the craft has so often been subsumed within the identity of the international mega-brand or designer for whom it was commissioned.
But the times are changing, and Indian designers are emerging from the shadows to claim their rightful place on the global stage.
SUM has been active in recent collaborations with Indian designers and brands, to help transform their local brilliance into international luxury brands.
Most recently we have been working with Sabyasachi and his team to create a digital identity, and culminating in the launch of the brand’s website, which has recently gone live.
As India’s leading designer, Sabyasachi had already formed collaborations with global icons, such as De Beers, Christian Louboutin, Morgenthal Frederics, and H&M. It had also opened a new 6,000 square-foot store in New York’s West Village.
Building upon that success, the website now captures the story of Sabyasachi’s growing popularity as a designer, from the early days of forming genuine, constructive relationships with the weavers, block printers, goldsmiths, and mill workers of his home-city of Calcutta, all the way through to the international stage on which he has now arrived.