The luxury label will soon be a part of this very Indian wrap story.
In the world of luxury labels, provenance is everything. Custodians of these labels make a fine point of selling the Made in Italy or Made in France as an important part of their USP. In this stifling, narrow view of the origins of luxury, Kenzo, a label that was originally started by Kenzo Takada, a Japanese, in 1970, comes as a breath of fresh air.
“What is more important than Made in France or Made in Italy is quality. There is some know-how in these countries and this can be transferred,” says Jean Keller, wholesale commercial director, Kenzo.
If Kenzo is open to sourcing from anywhere in the world as long as its quality requirements are met, the brand is also open to introducing clothing that may have none or limited market in the West. “We are in discussion to start a range of saris. Kenzo did the kimono, so why not the sari? Kenzo is a multi-cultural brand," says Keller.
Owned by LVMH, one of the biggest luxury groups in the world, Kenzo has a ready-to-wear line, accessories and home furnishing as well. Its signature motif is flowers.
The interest in the sari, apart from being a pragmatic approach towards design and silhouette, also shows an astute (astute because few other luxury brands have been able to understand this so far) understanding of how the Indian woman consumer spends.
Points out Keller, "Women here still prefer to wear Indian designers. The Indian designers are very strong in that segment and are strongly established."
Keller, who was in New Delhi for the launch of the brand’s store at Emporio, a luxury retail space, feels that the Indian woman will initially buy accessories from international luxury labels and then move on to Kenzo’s ready-to-wear range. The brand hopes to introduce its entire range in India in the next five years. To begin with, the Delhi store will stock men’s ready-to-wear, accessories and accessories for women.
The brand is also looking to dress Bollywood stars. Next time you see Deepika Padukone in a sari, do check twice to see if it’s a Kenzo.
