When we first met Bardhaman girl Oindrila Choudhury and Dhanbad boy Arka Kundu back in 2020, the NIFT alumni had just started their journey with their label Ode by Oindrila and Arka, in the middle of the pandemic, but had already shared their dreams of a “concept store” and “a collaborative space”. The dream is now, well, a reality. Oindrila and Arka now have a store to welcome patrons. Located in Salt Lake, the store is minimal and calming. We chatted with the young duo about what to expect, their new collection and the toast of the world of fashion at the moment: luxury.
(L-R) Oindrila Choudhury, Arka Kundu
Congratulations on the new store! It’s a dream come true, right? How big is the store?
Arka: Thank you. Of course, it’s a dream come true, to have our own studio which we manifested for a long time. The space is cosy and homely. Actually, we want people to not only come and shop but also want them to know more about our brand and the people who are working for our brand. Basically, we want to make them feel more confident, and comfortable while selecting Ode pieces.
Oindrila: Thanks a lot. This cosy space in Salt Lake, Sector I is our studio, our canvas to portray our emotion, art and creativity. Our tailoring work takes place at the back and in the front section, we display the garments and accessories. It’s a lively place with a splash of colours, greens and the chit-chats that happen in between work. And, the tea which is made by our master is the one thing you will get whenever you visit our studio. A compliment which we got from every visitor was, “Whenever we enter the Ode studio, we feel the warmth and happiness”. And, this is what we always wanted.
You have kept the interiors white...
Arka and Oindrila: Yes the colour palette of our studio is white, grey and light peach. We wanted our studio to be minimal, subtle colours and with greenery. The colour palette resonates well with Ode vibe.
Minimal interiors make up their first studio
The brand started in the middle of the pandemic. Do you pat yourselves on the back that you have sustained well enough to open a store?
Oindrila: Actually, it’s a moment of gratitude for us. The amount of love and support we received from friends and families and the Ode tribe made us survive and rise well.
Arka: It would not be justice to take the credit solely. Surviving the tough times that we’ve all had to go through was not that easy but the love we got from everyone made us stand strong.
Do you think we can safely say that retail has overcome the fear that brick-and-mortar will not exist?
Oindrila: Online is always there but what I personally feel is that there are people who enjoy going shopping and are very particular with their choices. From a brand owner’s perspective, it’s not just the garment we sell, it’s about the experience and the stories that the brand carries. And nowadays, people have become more conscious of what they are buying.
Your current collection is a celebration of solids and is just right for the summer. Is it purely a cotton range?
Oindrila: Our S/S’23 collection Bali is inspired by the wavy dunes in the desert. The line consists of 15 pieces of garments, all in colours resembling desert hues.
There is a subtle fluid movement which creates the illusion of rhythm in mesmerising desert surroundings. The elegance of each outfit is highlighted with intricate pleats, minimal line embroidery, and sharp cuts with embroidered button detailing. The desert vibe of the collection is only furthered with the rust colour scheme like oat milk, peach sand, beige and hues of green. Every colour in the collection represents a part of nature’s hue inspired by muted earthy tones imitating desert landscapes.
This time we experimented with the textile which is made from bamboo fibre which is bamboo handloom cotton and bamboo lyocell which are very soft and comfortable.
For both of you, textile has been the key. What kind of research or study goes into every collection?
Oindrila: We always try to bring something new, experimental pieces. Indian textile has a long history. It is vivid, diverse and rich. While developing the collection we always ensure that comfort and richness go hand in hand.
Arka: Textile is not my forte. It is well taken care of by Oindrila. As a communication designer, I always look up to the history, origin and connection. We always try to blend traditional and modern aesthetics.
While the campaign doesn’t have many accessories, these shades can be styled in various ways. What would be your favourites?
Oindrila: We designed the campaign as crisp and minimal. We went with solid colours for this collection with minimal embroidery. As you said, these shades can be styled in various ways. My personal favourite is pairing it with a sleek neckpiece and a pair of hoop earrings. This summer let’s stay consciously cool.
As young designers, how do you view the current dialogue on India and luxury?
Arka: India as a culture, has flourished in luxury since time immemorial. Its diverse demographics and vivid lifestyle have always been the reason for its rich sense of design and aura. Modern India has a new meaning of luxury. It’s all about staying connected to roots yet going global with all glory.
What really is luxury as far as design goes?
Oindrila: The meaning of luxury is always changing and will continue to do so. For me, luxury is ethically produced quality, long-lasting, unique products. Craftsmanship, exclusivity, design aesthetic, heritage... all these things make a design luxurious.
Arka: Luxury is perspective. In terms of design, attention to detail and finesse is what makes it luxurious.
Personally, what are in your wardrobes this summer?
Arka: Linen, handloom cotton shirts are my summer staples (also trying some handloom bamboo cotton shirts).
Oindrila: This summer I am looking forward to wearing the bamboo fibre-made garments as personally I love the fabric, and the touch, super soft and comfy. You will always find earthy colours in my wardrobe.