Renowned designer Tarun Tahiliani unveils his new pret label, OTT, focused on everyday luxury for the modern Indian woman, blending tradition with contemporary style.
Over recent years, the Indian fashion landscape has witnessed a notable shift, with prominent couturiers increasingly entering the realm of pret wear. This transformation caters to a growing demand from consumers who seek luxury beyond grand occasions. Designers known for their exquisite craftsmanship are now focusing on refined yet wearable everyday fashion. One such designer is Tarun Tahiliani, who recently unveiled his pret label, OTT, at the Lakme Fashion Week X FDCI.
During the launch on Day 4 of the event, Tahiliani described OTT as a celebration of the sartorial needs of the urban woman, designed to resonate with the essence of “India Modern.” In an interview following the showcase, he elaborated on the inspiration behind this new line, stating that the collection takes traditional Indian techniques and drapes them into a simple, modern format tailored for the Indian body and skin tones. “It’s something I’ve been working on for years,” Tahiliani said. “But it needed its own identity because, within our stores, it would get lost or drowned in the bridal space. So now, OTT stands on its own – created for women’s everyday-to-dinner wardrobe needs.”
Celebrating its 30th anniversary this year, Tahiliani expressed excitement for what lies ahead. He mentioned significant advancements in both technique and fit within his studio, emphasizing that understanding fit is a designer’s true role. These enhancements are aimed at pushing boundaries further while ensuring that quality and comfort remain paramount.
Tahiliani also addressed the perception of luxury, contrasting the traditional view of exclusivity with his approach to wearable luxury. He remarked that in his cultural context, luxury can be found in simple pleasures, such as having a fresh roti made before dinner. “Luxury is about how something is made, how it feels, and how true it is to its purpose,” he explained. He indicated that everyday clothing should be priced appropriately, and there is no justification for extravagant costs in this realm. To him, “the balance isn’t about opulence – it’s about timelessness, beauty, and elegance.”
Ensuring that designs are timeless and sustainable is a key focus for OTT. Tahiliani underscored that for clothing to be wearable over the years, it must embody timelessness, exceptional quality, and comfort. “Above all, they have to feel amazing on the skin because no one’s going to wear something that feels uncomfortable,” he remarked.
Tahiliani also touched on the integration of traditional Indian craftsmanship into modern designs. He highlighted the use of techniques such as chikankari, soldering, pin tucks, and smocking, all of which are deeply rooted in Indian tradition but are presented in clean, monochromatic ways to fit contemporary wardrobes.
When asked to encapsulate the identity of the OTT woman, Tahiliani described her as self-assured, timeless, and modern. He envisions that she can effortlessly mix and match the pieces for different occasions, embodying versatility and confidence.
This launch signals not only a pivotal moment for Tarun Tahiliani but also reflects a broader movement in the Indian fashion industry towards creating accessible luxury that meets the needs of modern consumers. The evolving pret wear sector demonstrates an exciting transformation shaped by craftsmanship, wearability, and a fusion of tradition with contemporary expectations.
Source: Noah Wire Services
