Fashion funda: A store like home!

A new fashion retail name might seem like the last thing the high street needs. From mid-market giants to value powerhouse, apparel is one of retail’s most crowded and competitive markets. But Archana Rao’s line, though not a very old one in the play; has managed to get the maximum attention from the fashion market.

From showcasing her collection during the Lakme Fashion Week a few months ago to launching a new store in Hyderabad, it’s been a whirlwind of a year for Archana Rao.

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Tell us about your newly launched store and how does it feel?

I always wanted to have a studio space where I am able to interact with my clients. So, it feels great to have one. When we were doing up the studio, I wanted it to look like home, I wanted it to look like somebody lives here. We wanted the main space to look like living room and we have a dressing room for the trial. And, that was the whole idea of placing the furniture, old trunk, which can articulate up something. Coming to the collection, the store contains two product lines- Archana Rao label, which is an exclusive line of men's and women's collection and Frou Frou, pret line for women. You will see one-piece dresses in delicate hues like whites, nudes, faded pinks and a hint of yellow and olive, sheer white shirts with the pearl embroidered dresses, collar details, long pencil skirts as alternatives to trousers and ready-made sarees, which are hassle-free and easy to wear. And also because I am an illustrator, I have transformed my art prints into products, so you will see a stationary line too which consists of greeting cards, diaries and a lot more.

What inspires you?

The idea of going and studying an individual’s lifestyle through the years, that inspires me. I always had a taste for collecting old things, anything from photographs to textiles. Preserving my love for vintage, I am inspired by a lot of beautiful things, movies, art, music, people I meet or the places I have visited, all of them trigger that creative part in me.

What would you say is the mainstay aesthetic of your label? Who do you cater to?

I would say the ‘wearable’ factor. My ultimate customer needs to understand the outfit in their own way and match it to their personality. The label caters to a sophisticated, urban, free and easy woman, who is attentive to new trends but does not compromise her personal style.

If you could define Frou Frou in one word, what would it be?

I would describe Frou Frou as 'feminine' because I feel it’s delicate and in most of my clothes I try to give that quality.

When your line is displayed, what is the most important aspect that you would want people to see?

Whenever I have a show, it's important for me to explain where the inspiration for the collection comes from. Conceptualisation of a collection is my favourite part of design and I need that to come through.

What do you look for when you pick an outfit?

As a designer, I look for a garment that is usable and re-usable. It should have the potential to be worn differently each time. I must be able to use something as a shirt, a jacket or even a layer under a dress. That’s what makes it worth it.

Incorporating a vintage aspect to your brand is something new and unique to the Indian market. What do you feel?

I feel when people see vintage products they feel a sense of nostalgia and this way I see most people relating to my sense of design. My interest is to transform vintage into new and to more efficient products. And there is always a market for something different.

Meenakshi Sengupta