Lights, camera and catwalk was the mood at Kolkata Centre for Creativity on a September morning with its white-and-wood interiors playing host to a fashion shoot by Rimi Nayak India, with a difference. Rimi's creations, a burst of colours, set against a milk-white backdrop, were almost like watercolours being splashed on a blank canvas. Models walked the 'runway', disappearing and emerging from the architectural drama of Kolkata Centre for Creativity, which added an international vibe to Rimi's vision of a special shoot to mark 15 years of her label. The story of 'Corsage', her fall-winter ready-to-wear collection, launched through a digital fashion walk on October 7. "Our 15th anniversary marks a significant milestone, and we're celebrating by embracing the future of fashion through a digital showcase. This approach allows us to reach a global audience, breaking down geographical barriers and promoting inclusivity," Rimi told us post the daylong shoot. More on her journey, the new collection and the years ahead, in this chat.
A glimpse of ‘Corsage’, Rimi’s fall-winter ready- to-wear collection that’s replete with her signature sense of ease
Congratulations on 15 years of designing! When you started out, what were your long-term and short-term goals?
Thank you. Looking back, after graduating from NIFT, I embarked on my fashion journey by establishing my own label. Like many aspiring designers at that time, my primary goal was to secure a coveted spot at one of India's most prestigious fashion platforms, Lakme Fashion Week (LFW). This sought-after event not only provided access to potential buyers but also granted national recognition, making it a dream for designers aiming to showcase their brand to an elite audience.
Fortunately, in 2008, shortly after my graduation and with limited prior industry experience, I achieved a major breakthrough when my work was selected for the GenNext platform at Lakme Fashion Week. At that moment, my focus was primarily on seizing the opportunity and navigating the fashion landscape without preconceived long-term goals. It was through my participation in LFW that my business model organically evolved, leading to valuable connections with buyers from around the world.
For several years, I continued to showcase my collections at Lakme Fashion Week, solidifying my presence in the Indian fashion scene until 2016. Following that, I embarked on a new phase of my career, delving into international markets. This expansion involved participating in trunk shows, fashion exhibitions and trade events on a global scale.
At present, the overarching vision for the brand is to establish a significant global presence, particularly in the Western part of the world. This reflects a continued commitment to growth, innovation, and reaching fashion enthusiasts worldwide with our unique designs and creations.
Flower power splashed across silhouettes makes for a pretty Corsage
How have the goals changed as the years rolled by?
Certainly, over the years, my goals and perspective have evolved significantly. When I initially embarked on my fashion journey, my primary focus was on my own creative satisfaction, and I viewed my work primarily as an art form. This creative passion sometimes overshadowed the importance of the commercial aspect of my business, leading to periods of significant financial challenges.
A pivotal turning point in my journey was when I had the privilege of being selected for the Indian School of Business and Goldman Sachs Women Entrepreneurship Program. This programme provided me with invaluable insights into the business side of the fashion industry. It was during this time that I began to understand the necessity of striking a balance between creativity and commerce.
What truly bolstered my confidence and reshaped my goals was the honour of receiving the Best Business Plan Award during the programme. This recognition underscored the importance of a well-rounded approach to my brand. It taught me how to harness my creative energy while simultaneously attending to the business aspects of running a successful fashion enterprise.
In essence, my goals have shifted from solely focusing on creative satisfaction to a more holistic approach that integrates both artistic expression and commercial viability, ensuring sustainable growth and prosperity of the brand Rimi Nayak India.
In the last couple of years, the brand has seen tremendous growth. Are you in your best creative phase now?
Since our brand's inception, we have consistently produced western and resort wear outfits. However, in recent years, our brand has experienced remarkable growth, driven by the surging popularity of resortwear clothing. While I can't definitively claim to be at my creative peak, I am currently immersed in my work, finding great enjoyment in it. Moreover, I'm actively exploring new creative avenues and challenging myself to venture beyond my comfort zone.
The world has changed dramatically. In a self-sustained business, what is the key?
In a self-sustained business, especially in the fashion industry, the key lies in careful planning, creativity and adaptability.
Coming to the show, how did you arrive at the concept of a digital showcase?
As we worked on our new collection, we initially considered a physical fashion show. Upon further consideration, however, especially given our significant international audience, we decided on a digital showcase. In 2020, we participated in India’s first digital fashion week organised by FDCI, where we presented a fashion film for our collection launch. This time, our goal was to host a complete fashion show, providing a global audience with front-row seats, and ensuring accessibility for all.
(l-r) Flower power splashed across silhouettes makes for a pretty Corsage, Rimi has "officially" introduced menswear for the first time, with Corsage
Moreover, it aligns with our commitment to a greener fashion future by reducing the carbon footprint associated with physical events. As the fashion industry evolves, so must its presentation, and digital showcases represent a forward-thinking step in that direction.
How did you shoot it?
The making of show at KCC
We hosted a complete fashion show, handpicking models through a casting call and trial. The Kolkata Centre for Creativity (KCC) joined us as our venue partner, offering its pristine white walls as an ideal backdrop for our vibrant collection. With a skilled cinematography team led by our creative director, we executed the live event at KCC, professionally captured by our videography crew. Our goal was to deliver an authentic runway experience to our audience and we are delighted with the results.
What’s the mood of Corsage?
Our fall-winter ready-to-wear collection draws inspiration from the graceful beauty of a floral bouquet. It’s a harmonious blend of nature’s vivid colours and enduring elegance. This collection features a vibrant colour palette mirroring nature’s kaleidoscope, with a touch of black symbolising its depth. The use of soft, flowing fabrics like satin, crepe, and organza sets the collection’s mood. It offers a diverse range of silhouettes, including gowns, dresses, coordinated sets, pantsuits, and plenty of overlay styles.
You have also done menswear this time…
Indeed, we’ve now officially introduced our menswear line with this collection. While we previously created menswear only on request for clients and stylists, the overwhelming response following Chris Gayle’s endorsement during the last IPL prompted us to launch this range. Our clients are thrilled because they can now coordinate their outfits with their partners in matching prints, adding a new dimension to our offerings.