Life in the fashion lane

Street chicBehind the scenes of the New York photoshoot and a model in Bhane
(Photo:orange prom dresses)

The thing with Bhane is that it’s relatable to real people. And that’s because its look book features real people — photographers, bloggers, entrepreneurs — who make up the young creative India with a taste for street style.

Last month, the brand launched its U.S. website with the ‘New Delhi to New York’ campaign, catering to the global citizen and urban professional, who celebrate the ethos of design. Just like in India, the brand also crowd-sourced people in New York to put together their look book. Says Anand Ahuja, the CEO and director, “One of our two founding principles is universality — that people in India want the same things people in the West or further in the East want — at a basic level. We all have access to the same media, concepts and ideas. Our target audience in the US is the same as it is here: young professionals.”

Street style has been Bhane’s strength, along with functionality, versatility and individuality. Anand explains that they get their format from “seeing the increased adoption of the arts from youngsters. It comes from seeing people being willing and unafraid to share their personal opinion. It comes from seeing people being able to mix and match their culture with what they saw happening around the world. These people had limited access to brands that spoke the same language and that’s what we wanted to create.”

Bhane’s clothing line features a lot of basic colours, such as blues, greys, blacks and variations of taupe. And a major advantage is that the silhouettes seem relaxed — think edgy normcore — which appeals to a larger base of people with varying body types and personalities. Then again, that’s what street style is all about: chic wearable looks that don’t look like they’ve come out of a fashion runway. Anand says that street style is a ‘trend’ for them, that it’s about “showing everyone how our product looks worn and every day.” It shows in the photos too, on their website. “We don’t want to gimmick in only showing our merchandise worn by professional models in a controlled environment (studio). All signs pointed towards just showcasing our product in the most real and authentic way possible,” he says.

So how challenging really was getting people to pose for photos on the street? Anand says that they reach out to friends, colleagues, acquaintances, customers and social media followers. “We’re open to everyone. We want to show the versatility of our clothing in terms of style, look, profession, size and so we call anyone and everyone to participate. The only requirement we have is enthusiasm.”Read more at:green prom dresses uk

PLEASE keep all discussions relevant to fashion, textiles, beauty products, or jewelry.

Follow the Fashion Industry Network Rules.

It is always a good time to review fabulous fashion.

 

Hot topics of possible interest:

  Thank you for using the Fashion Industry Network.  Have you helped another member today? Answer questions in the forum. It brings good luck.