I&D: Hello Tina, Welcome! How far has fashion progressed since late 1980’s when you made it a point that fashion was your forte?
TINA TAHILIANI PARIKH: Fashion has changed drastically since 1980’s. Designers were tentative and much more experimental as the whole scenario was new then. Business was smaller but a lot of fresh things were being done and each designer had their own signature style. Now it is much more commercial.
I&D: You were the pioneers to redefine fashion in the era when a lot of things were not acceptable in the Indian society. While the commoners were busy watching “Bharat ek Khoj” and “Ramayana” on TV, the elites preferred shopping destinations outside India. This also brings me to my favorite question…You were the torch bearers who revolutionized Indian Fashion….deciphered fashion for Indians. Bringing “THAT” change in the society must have been quite a task. Would like to have your word on this.
TINA TAHILIANI PARIKH: Yes, it was quite a task but we went about it in an incremental and an organic way as we were quite passionate. Thank God we survived in those few years!
I&D: How did you pick the first group of designers for ENSEMBLE? Please suggest the names of few designers that could make it?
TINA TAHILIANI PARIKH: The designers were picked by my brother Tarun Tahiliani and Sal Tahiliani. The designers were Abu Jani Sandeep Khosla, Amaya by Sunita Kapoor and Anita Shivdasani, Rohit Khosla, and Neil Bieff. Asha Sarabhai came on soon after.
I think they were looking for people who had a point of view and were doing original and aesthetic things. Quality was very important to us.
I&D: The society, the concept of living, the standard of living has changed tremendously. How would you describe Indian customer back then and now?
TINA TAHILIANI PARIKH: The Indian customer today is more influenced by Bollywood. They are also much more conscious about the brand and on the other hand more discerning as they are very exposed. In the earlier days, style was more low key and individual.
I&D: At your stature, traveled so much, seen so much of fashion, What is your sense of style?
TINA TAHILIANI PARIKH: It is very simple. I like elegance and comfort and things which are simple. I also love classic Indian style.
I&D: Since Diwali and Christmas are just round the corner… What are the must-haves you would suggest for this season? Anything in particular you would recommend to the readers?
TINA TAHILIANI PARIKH: No “must have” in my vocab!
I&D: What’s your word on the online intervention of the fashion world bloggers? Do you think it’s a “right revolutionary approach” or “some kids taking serious matters for granted”?
TINA TAHILIANI PARIKH: I would not call what online fashion bloggers do ‘intervention’. In the US and Europe, fashion bloggers are the ones who reach out to not only the consumers but also to the media, providing the inside scoop on trends, industry news, fashion secrets and tips. India too, is becoming blog savvy, and with the increasing number of designers exploring the online space, buyers too are becoming net savvy and fashion blogs are catching up on providing them the latest fashion buzz.