A reigning force in the fashion industry, prêt-à-porter, commonly known as ready-to-wear or off-the-rack, is revolutionising the fashion market with its expansive array of styles. The evolution of ready-to-wear fashion has been fascinating, reshaping the industry significantly over the years. From fusion sarees infused with a contemporary flair to street-style staples echoing global trends, prêt has everything that the fast-paced world needs.
The Global History
A pivotal moment in fashion history unfolded in 1966 as Yves Saint Laurent launched a groundbreaking ready-to-wear collection and opened Rive Gauche – the first prêt store opened by a couturier. Acknowledged for catalysing the crossover between haute couture and high-street fashion, Saint Laurent’s influence echoes through time. Today, renowned fashion houses like Chanel, Dior, and Valentino each establish their prêt-à-porter collections, often inspired by their most celebrated couture creations to this day.
The Rise of Prêt in India
In India, globalisation opened the doors to international trends, igniting a desire for contemporary styles at accessible prices. Designers, attuned to the pulse of the new India, are crafting bridge-to-luxury collections that are attainable yet avant-garde. In a country known for its grandiose couture industry, prêt has emerged as a force of change, reshaping the industry landscape.
Anita Dongre’s House of Anita Dongre pioneered prêt in India by fusing Western wear with signature Indian sensibilities. Since then, a plethora of homegrown brands have taken the ready-to-wear route to cater to diverse style preferences, opening up more avenues for reviving traditional crafts like zardozi and chikankari, which found new life on jackets, skirts, and footwear. More recently, globally acclaimed designer Rahul Mishra has been paving the way with his “easy-to-wear” line, AFEW, which draws inspiration from nature, art, and culture. Many renowned Indian designers have skillfully reimagined traditional crafts with a new-age flair. Think hand-painted bandhani capes, modern kasavu sarees, and Banarasi jackets with edgy cuts. The rise of prêt has not only pushed the boundaries of Indian fashion but also given new meaning to effortless luxury.
Bringing Prêt Wear to Your Closet
In the realm of luxury prêt, Pernia’s Pop-Up Studio stands as a distinguished luxury multi-designer destination, playing a pivotal role in propelling the genre forward. As a premier brick-and-mortar chain, it has become synonymous with a personalised shopping experience within lavish, larger-than-life spaces. A beacon of luxury in the heart of both Indian metropolitan cities and London’s Mayfair, Pernia’s Pop-Up Studio serves as a curated haven for fashion aficionados. By bringing together the finest ready-to-wear creations from India’s top designer labels under one roof, the studio strives to redefine the luxury shopping experience. Every studio houses carefully curated selections that include coveted labels such as S&N by Shantnu Nikhil, Gulabo By Abu Sandeep, Label Ritu Kumar, Amit Aggarwal, JJV Kapurthala, Varun Bahl Pret, and more. The multi-designer destination acts as a gateway for fashion enthusiasts to access and appreciate the distinctive elegance that defines the world of luxury prêt.
Weaving a New Narrative
As the prêt narrative continues to unfold, one thing is certain – India’s fashion scene is set to become even more dynamic and diverse in the years to come. The introduction of sustainability and inclusivity as an essential facet of the fashion realm has paved the way for a new era of conscientious choices. From using organic fabrics to transforming discarded pieces into masterpieces, Indian designers are infusing the very essence of sustainability into the fabric of prêt. The emergence of Indian designers in this sector has opened gateways for enthusiasts to own a piece of homegrown luxury without waiting for a special event. As prêt continues to redefine the Indian fashioncape, the future appears to be an exciting amalgamation of vibrant aesthetics, sustainable practices, inclusivity, and endless creative possibilities.
