THE PREMIERE

Tarun Tahiliani's new luxury pret label is the conclusive chapter in his Indian Modern story

- MEHERNAAZ DHONDY

"You can hear it in my voice. What can you do though? There are designers who do two shows in a week or even three. If you're going to grow different verticals, you have no choice."

Tarun Tahiliani has just finished a double showing, one at Lakmé Fashion Week x FDCI and another off-schedule show (for label Tasva) held on the same weekend, he's had countless engagements in the week that followed, and he's already knee-deep in the prep for his magnum opus Art Mumbai opening night show scheduled for this month.

It's even more impressive to note, that his show at LFW x FDCI wasn't yet another collection presentation. In fact, Tahiliani launched a new luxury pret label branded OTT, adding a new chapter to his Indian Modern story.

"Let me put it this way: I hope it is the conclusive chapter now. With the benefit of age and knowledge of where the bridal market is now going (and it's going super well for us), they have to be two separate things," says Tahiliani. Years of experience have made him realise that anything that relies on the same infrastructure and same store as bridalwear, gets left behind.

"Bridal will just gobble it up. Even if you put a lovely white shirt with a sarong next to a tone-on-tone cream bridal piece, it will look like nothing. It's like looking at something with bright headlights on and being blinded." For Tahiliani, the narrative heavily relies on being authentic as Indians.