Classy, chic and affordable. That’s the idea behind River, a multi-designer brand from the house of Amazon Fashion, in association with DBS Lifestyle LLP, which has just launched its second season, River Season 2. We chatted with a bunch of designers on what to expect.
What was your biggest learning from Season 1?
Suneet Varma: I think my biggest learning from Season 1 was that you need to have a product that is not just good-looking but also meets the quality standards. Consumers these days are so particular about quality, fabric, finishing and so on, therefore, we need to meet their requirements and provide them with the best of quality.
JJ Valaya: You know it’s always fascinating to create a line which can reach out to and something a lot more people can relate to. I think if I were to look at any learning from my association with Amazon Fashion then it would be that how can I bring the same sensibilities and brand ethos into an easier line which can be embraced and worn by more people. So, it’s just the whole transition from ultra-luxury to something that is more accessible, which is a great journey.
Ashish Soni: One of the key learnings were that the consumer was looking for more design-led pieces rather than basics, so the Indian consumer doesn’t really look at designers to procure basic items in the wardrobe.
How have you executed that in Season 2?
Suneet: I’ve learnt that quality and look is an integral part of any product we create. Taking learnings from the first season, this season we have been able to do more interesting, specific colours and prints. I feel everything has to look great in imagery. There was stuff that didn’t do well or was not well-received in the first season but looked very good to me when I made it. Here, I understood that it is in the imagery and it has to look good in the photograph.
Valaya: My collection for River follows one basic ethos of sport chic. While it comprises a lot of singles which can be worn for various occasions, there is a slight sporty edge to the semi formality that you find in the range. For this season, we have embarked on a wonderful journey inspired by Turkey and combining some beautiful tones, colours, textures and prints from that part of the world. We have put this together in simple and modern pieces, which would definitely find a place in the wardrobe of people who aspire to embrace fashion more often.
Ashish: This has been addressed by incorporating more design-led details, doing more custom signature prints along with including some key occasion-wear pieces.
What kind of a collection are we going to see this season?
Suneet: My collection for Amazon Fashion’s River Season 2, christened ‘50 Shades of Happiness’, is inspired by the mysticism and splendour of the Valley of Flowers. The collection of statement saris brings to life a magical world of fantasy and dramatic storytelling. It is defined by a mix of modernity, bright happy colours, high-octane shimmer, abstracts and floral stand-out pieces for special occasions and everyday wear. I wanted to so something that is cool and chic, therefore we got beautiful floral prints. People have been staying inside and now I think they need to celebrate the outside and therefore the Valley of Flowers.
Valaya: My new menswear and womenswear collection for Amazon Fashion’s River Season 2, ‘Royal Sports’, will take you on a journey through contemporary India — combining a rich autumn-winter palette with celebrated crafts of India like ikat and modern classic silhouettes for a diverse audience. The collection brings together Indian grandeur and royal trimmings with edgy elegance and larger-than-life luxury. You will find deep yet muted colours and prints inspired by various ethnic crafts and motifs. The classic silhouettes will work for every kind of wardrobe.
Ashish: My love for extreme simplicity, flawless lines, immaculate cuts and a perfect finish are reflected in my collection for Amazon Fashion’s River Season 2, ‘Composed Bleisure’. From travel to hybrid work/life situations and everything in between, the collection is the perfect bridge between versatile everyday wear and modern occasion-wear for the urban man on the move. So, you’ll find athleisure-inspired accents, a play on print and textures, chunky pockets, collar trims, pipings and cuff highlights. The new stay and work-from-home status for most individuals is the driving factor for this collection, Bleisurewear being the ideal hybrid blend between wearing clothes for business or for leisure.
The name and how fashion has come to be in the last two years especially, fluid, is just the right match. How have you treated this in your collections?
Suneet: I think, over these two years, every single person who buys from Amazon has changed for the better. We all have become conscious of the fashion, how much we spend what we buy, how we wear it, how long we wear it. Therefore, I almost don’t feel the need to go back to the old way of designing, selling, retail — because this is the new future for us, and I’m really enjoying it!
Ashish: The pandemic has fuelled gender fluidity simply because athleisure items like track pants, hoodies, T-shirts were so commonly shared by couples that they’ve become gender fluid and that has led to a further acceptance of unisex clothing even across other genres.
Top three timeless fashion investments are:
Suneet: A great pair of denim or wonderful pair of black slacks, a pair of shoes that you can carry from day to night and a beautiful dress which you can wear with a nice scarf or a bag.
Ashish: Black jacket, a good pair of jeans and nicely fitted white shirt.
“My collection for Amazon Fashion’s River Season 2, christened ‘50 Shades of Happiness’, is inspired by the mysticism and splendour of the Valley of Flowers. The collection of statement saris brings to life a magical world of fantasy and dramatic storytelling,” said Suneet Varma.
“The new stay and work-from-home status for most individuals is the driving factor for this collection, Bleisurewear being the ideal hybrid blend between wearing clothes for business or for leisure,” said Ashish Soni.
“Royal Sports will take you on a journey through contemporary India — combining a rich autumn-winter palette with celebrated crafts of India like ikat and modern classic silhouettes for a diverse audience. The collection brings together Indian grandeur and royal trimmings with edgy elegance and larger-than-life luxury,” said JJ Valaya.
“I am excited to be a part of River Season 2 this year. With a global aesthetic, unique artisanal detailing and flattering contemporary silhouettes, my collection for Amazon Fashion’s River Season 2, ‘Freya’, is defined by the innovative use of colour, contrasted with stand-out embellishments and high-fashion cuts. A sophisticated look at grown-up glamour, the collection is defined by elevated everyday and going-out looks with a focus on artistic floral prints, intricate embroidery and bold colour palette, accentuated with disco-inspired metallics. Prints and florals in particular are my go-to vibe. Level up your evening game with these contemporary outfits,” said Namrata Joshipura.
