Relaxed and cool, with Fabindia’s Fab Summer of 2021 Collection, you can actually feel the breeze caress your face. Dipali Patwa, group head of brand, community and digital, Fabindia Group of Companies, tells The Telegraph what went into the making of the collection and who remains a Fabindia woman.
Dipali Patwa, group head of brand, community and digital, Fabindia Group of Companies Sourced by the correspondent
Relaxed and cool, with Fabindia’s Fab Summer of 2021 Collection, you can actually feel the breeze caress your face. Dipali Patwa, group head of brand, community and digital, Fabindia Group of Companies, tells The Telegraph what went into the making of the collection and who remains a Fabindia woman.
The Fab Summer of 2021 Collection looks so refreshing. Where did you shoot the collection?
Thank you! We shot this collection in different parts of Goa. It was done to capture that easy-breezy vibe of our new collection.
Can you tell us about the prints in the collection?
From the gorgeous shibori tie-dyes to traditional handcrafted block-prints, cotton dabus to kalamkaris inspired by nature and nurture, this collection brings home the ease, comfort of craft in beautiful soft cottons and cotton-silks.
The silhouettes are so relaxed too. Was there a special emphasis on comfort given that most of us are home-bound?
I am glad you noticed. Yes, considering the significant amount of time spent at home during this and last summer, we felt that it was important to address loungewear that was easy, comfortable, made from breathable cotton and yet stylish.
What is your Zoom call wardrobe like?
Lots of beautiful solid colour tunics and dresses. A crisp shirt in black — yes that is the New Yorker in me — and I have been making the most of all my gorgeous handcrafted scarves as the focus is waist up.
What kind of shopping trends have you seen emerging in the last year-and-a-half?
Loungewear is a big one along with pyjama sets that you can wear outside to run errands. Kaftans are my favourites!
In what ways has Fabindia had to re-strategise in the #newnormal?
Our focus has been two-fold. One is to grow our Experience Centers, which allows for a wonderful time spent shopping after having a cup of coffee at Fab Cafe, while ordering your custom-made kurta for your dad while you work with our interior design stylist to find the perfect pair of curtains customised in the length that you need, while you found your perfect little kaftan for that fun getaway that you have been planning for when things get back to normal. Two, our shared values digital platform where social commerce and our community will come together to create magic.
The brand has completed 60 years. What do you think is the legacy of Fabindia?
If I were to describe this in one word it would be — resilience. The brand that has learnt to evolve and always put its community of artisans, Fab families and employees first while looking at a long-term play. This says a lot about Fabindia, India’s most loved brand.
How has the Indian shopper changed in all these years?
Well, for one, they are getting younger… more savvy thanks to social media and are well-informed to make their purchase decisions.
Can you take us through some iconic prints and silhouettes that the brand would love to revive?
No spoilers as we are planning something very exciting. Keep watching our social media channels @fabindiaofficial and @fabindiahome. As for the textures we will continue to work with natural fibres, beautiful woven dobby textures, gorgeous hand-block prints, breathtaking weaves of ikat and much more. This is our signature and we love it.
Who remains a Fabindia woman?
She is evolving. The beauty of a Fabindia woman is that she is resilient, adapts to change, pursues her passion, passes on the heritage and tradition and appreciates the real beauty of life.
Endless Summer Sourced by the correspondent
Crafty Blues Sourced by the correspondent
Glamping Sourced by the correspondent
Endless Summer Sourced by the correspondent
