Designer Tarun Tahiliani On The Business Of Fashion In The Times Of Covid-19

Ace designer Tarun Tahiliani, a name that represents modern India in the most glamorous form through his avant-garde designs with a focus on rich Indian heritage art and craft. After launching the multi-designer boutique in 1987, he started his eponymous label in 1990 and went on to hone his understanding of design techniques at the Fashion Institute of Technology, New York. Now, more than three decades later, the management professional-turned-designer, who is undoubtedly one of the luminaries of Indian fashion, feels that as the modern Indian woman is changing, so are her needs especially when it comes to her wedding ensemble. Tahiliani, whose designs are worn by celebrities like Alia Bhatt, Priyanka Chopra Jonas, Sonam Kapoor, Kareena Kapoor Khan among others, are heavily sought-after. In our exclusive conversation, he discusses the changes in the post-pandemic ethnic scene of fashion, his partnership with Aditya Birla Group, being a part of the Vogue Wedding Show, the country’s most exclusive luxury wedding exhibition showcasing India’s top wedding couture with this year’s edition in a special digital avatar and much more. Read the edited excerpts:

-  Puneet Kapani

From where do you draw inspiration for your bridal wear?

There is never really a definitive process because fashion in my view is the synthesis of culture & values, and it somewhere is also a reflection of the period it’s being designed in. I love it when our designs reflect how the choices and society are evolving at that given point.

Generally, designers start with an inspiration/theme and then work on the story of their collection. We as a brand do not follow a theme per day. To build our story we look around into our strong design concepts which we believe in – for instance embroidery techniques, colour palettes, lightness of clothes and also what works for our clientele. Then we start working on our collection months in advance by putting together that colour palette and try to infuse diverse embroidery techniques with design innovation/ technology to take it to the next level. And somewhere through this, all a collection is born that comes straight from our hearts and intent of offering couture that listens to its customers.

How do you define a modern Indian bride?

To me the modern Indian bride is somebody who has a point of view, who wants to look like herself because she is educated and emancipated enough to own herself rather than being some stereotype precast version of a bride, exhibiting great demeanor, I suppose a modern bride is someone who can carry herself as she does normally and not put on an act to look like she is from some other time no matter how traditionally she is dressed. So naturally it follows the embellishment and particularly make-up which goes too far and the jewellery is kept toned and elegant and in keeping with personality.