Unnoticed by most, Hyderabad has become a flourishing fashion market, rife with talented designers and discerning customers. The city’s style makers catch up with Nishat Fatima at Ogaan's first local outpost
You’d think that in the world of constant change that is fashion, few things would catch us off guard, least of all the emergence of a new city as a major market. Yet, here is Hyderabad, suddenly centre stage, without ever really having given luxury insiders a word of its arrival.
There has always been chatter about Hyderabad’s potential as a big luxury market, but it grew so quietly, that no one even noticed. Burberry arrived in 2010, so did Zegna, but things paused there for the next few years. Then came a slow dribble of Indian couturiers: Tarun Tahiliani, Sabyasachi, Shantanu & Nikhil, Raghavendra Rathore. Local designers started to flourish as well: Anand Kabra, Suhani Pittie, Gaurang Shah, Asmita Marwa, Archana Rao, Anushree Reddy, Jayanti Reddy, Shriya Bhupal—Lakmé Fashion Week was awash with Hyderabadis. This March, Ogaan, one of India’s best-known multi designer fashion destinations, opened in the city.
The Hyderabad story, then, had been in the works for almost a decade, and it took Ogaan a broad sweep of its new market, observing both younger and legacy labels fly off the shelves, to alert the industry to it. Hyderabad had come of age as a fashion market and deserved our attention.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Candid With Kriti
After a decade of flirting with fame, the stars have aligned for Kriti Sanon. But under the gilded glory of this cosmic shower, she is clinging on to a "happy, restless" state of mind, finds Hasina Jeelani
GOLDENBOY
In an exclusive interview with ELLE, Footballer Lallianzuala Chhangte shares insights on being at the top of his game
His Reign
Shaeroy Chinoy meets Taha Shah Badussha-the breakout star of Netflix's recent release Heeramandi: The Diamond Bazaar'
Portrait of a PUBLISHER ON FIRE
Founder of Seagull Books, Naveen Kishore, reflects on building a global audience and what keeps him in the game. Aindrisha Mitra listens in
LUXE OFF-ROADING INMOROCCO
Riaan Jacob George took the nifty Mercedes-AMG GLS 63 out for a rather long spin through the Atlas Mountains, and here's his verdict
TROPICAL LUXURY
Opulence meets tranquillity along the serene beachfront at Ronil Goa-AJdV by Hyatt Hotel, finds Vriddhi Mehra
DISCOVER THE ULTIMATE RETREAT: COURTYARD BY MARRIOTT ARAVALI RESORT
Nestled in the serene heart of the Aravali range in Haryana, the Courtyard by Marriott Aravali Resort offers a perfect blend of nature and modern luxury.
THE VIETAGE BY ANANTARA
Connecting Nha Trang & Quy Nhon, the luxury train is a must-do addition to your Vietnam itinerary
TEA AMO
What happens when an Indian cocktail bar joins forces with a tea estate? Isha Mayer finds out on a spring tea trail to Darjeeling
ALPINE CHARM
Isha Mayer discovers ski adventures, fine dining & palace hotels on a winter escape to Courchevel