Creativity not at the forefront of Indian fashion (Also read on life)

his fraternity scales up brands and diversifies its product ranges, designer Rocky S sits pretty – he broke that ground years ago.

"I diversified my product range and brand almost five years ago. The Rocky S brand has a high street label called 'RS' and I tied up with Shoppers Stop for retail in its over 60 stores across the country. Everything is under Rs 2,000. I also have a perfume line, a furniture line and I have also launched my own resto-bar," said the designer.

Asked whether he is also looking to scale up the Rocky S brand, he said, "I'm always looking at the possibility for new things, one of which is to establish my brand internationally. But for that I need to build the brand to the level, where I can engage with an investor, a partner who knows the international space and can spearhead the collaboration, leaving me to do the creative work. I do believe there is a right time and a place for everything, and when my time for an international collaboration comes, I will make the best of it."

At the moment, the designer, who has dressed the likes of Beyoncé, Paris Hilton and the Pussycat Dolls, is gearing up for his seventh showcase at the prestigious London Fashion Week. And his collection is inspired from a royal Bougainvillea garden with summery colours such as fuschia, hot pink, dusky orange and a hint of the dark side with hues like black, grey and ivory. "The style is easy with loose trousers, anti-fit shirt, flirty dresses," he said.

Rocky S reveals that his decision to focus on the London Fashion Week was driven by the need to focus on the business of fashion, without getting bogged down with the business of celebrity influencers and paid partnerships.

"I realised long back that creativity is not at the forefront of fashion in India. Much of fashion week today is about influencers and celebrity collaborations. Actors dictate fashion, the media loves to add and promote the frenzy. That's one of the reasons why I prefer the London platform, it looks at trends for the upcoming season, setting the tone and the tempo. It's not following trends or only about who is wearing you clothes," explained the designer.

So while influencers and paid partnerships might be the big game right now, the designer insists that creativity is always serious business.

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( With inputs from IANS )