ByIANSlife Features

September, 9, 2019 (IANSlife)  While India is only now witnessing designers scaling-up their brands and diversifying their product ranges, designer Rocky S made all the right moves five years ago. He didn’t get bogged down with the business of celebrity influencers and paid partnerships, what he did instead was focus on the business of fashion.

“For me I have diversified my product range and brand almost five years ago. I tied up with Shoppers Stop and we the Rocky S brand has a high street label called ‘RS.’ It is available in over sixty retail stores of Shoppers Stop across the country and everything is under rupees two thousand. I also have a fragrance line, a furniture line and have launched my own resto-bar,” states the designer. 

Asked whether he is also looking to scale up the Rocky S brand, the veteran replies, “I’m always looking at the possibility for new things; one of them is to establish internationally, but I need to build the brand to the level where I can engage with an investor, a partner who knows the international space and can spearhead the collaboration, leaving me to do more of the creative aspect. I do believe there is a right time and a place for everything, and when my time for an international collaboration comes, I will make the best of it.” 

Speaking of International recognition, the designer has already presented at the prestigious London Fashion Week and this will be his seventh showcase. So while he’s no newcomer to the world stage, he does reveal, “it’s such a big platform and it's a great feeling. My collection is inspired from a Bougainvillea Garden in a Royal Palace. The colours are summery with fuschia, hot pink, dusky orange with a hint of the dark side with hues like black, grey and ivory. Thy style is easy with loose trousers, anti-fit shirt, flirty dresses.” 

The designer has dressed the likes of Beyoncé, Paris Hilton and the Pussycat Dolls reveals, 
“I realised long back, so much of fashion week today its all about influencers and celebrity collaborations. That’s what matters in our country; actors dictated the fashion, the media loves to add and promote the frenzy, so creativity is not at the forefront. That’s one of the reason why I prefer the London platform, it looks at trends for the upcoming season, setting the tone and the tempo. It’s not following trends or only about who is wearing you clothes,” adds the designer.

So while influencers and paid partnerships might be the big game right now, the designer brings to our attention its more like entertainment and not serious business. Creativity will take a beating so the focus should always be the business and not entertainment side of fashion. 

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