Observation is a pivotal element that inspires my designs
Established by Founder Kunal Anil Tanna, the eponymous brand is renowned for its distinctive approach that seamlessly blends timeless cultural elements with modern aesthetics. With a commitment to craftsmanship, innovation, and sustainability, the Kunal Anil Tanna brand has carved its niche in the fashion landscape. In an interview with Fibre2Fashion, the designer discusses the design philosophy, challenges in the fashion industry, and the impact of technology on fashion.
Can you share the overarching vision and mission behind Kunal Anil Tanna’s brand and how it reflects in the design philosophy?
Very early in my education for fashion and design, I came to understand that my design philosophy revolves around my moods and observations during those moments. This aspect has permeated into the brand as well. Personally, I am a very minimalistic person. However, it is important to note that minimalism, in this context, does not necessarily mean creating something with minimal elements; rather, it is about achieving an appearance of minimalism. This philosophy aligns with the brand’s values, and we consistently work hard to embody it season after season.
What is the typical design process followed by your team from concept to the final product, and how does it contribute to the uniqueness of Kunal Anil Tanna’s creations?
In my opinion, design process is one of the important stages in creating a collection. It acts as foundation for the actual pieces that will represent both me and the brand. The process typically commences with an understanding of various fashion forecasts for upcoming seasons. Additionally, we delve into market research to grasp the current market situation. Equally significant is our in-depth exploration of conceptualising ideas for the season, rooted in the design philosophy I have developed over time.
This philosophy is not static; it evolves continuously. We draw inspiration from a variety of sources, ranging from personal experiences and recent travels to current events. This meticulous approach is consistently followed season after season, ensuring a thoughtful and well-crafted design journey.
What are some of the key inspirations behind your designs? Are there specific cultural or artistic influences that consistently find their way into your collections?
As a designer, I am inherently ritualistic in my approach. I interpret what I observe in my own unique way, and observation is a pivotal element that inspires my designs. This inspiration can stem from various sources, such as different art forms, literature, architecture, or even my experiences during travel or in my current life.
A notable instance occurred just after the COVID-19 period when life began to return to normalcy. I found myself in a dilemmatic state, oscillating between an idealistic mindset and a completely idle state. This internal conflict gave rise to my collection, ‘The Ideal State of Mind’, reflecting three distinct states of thinking – an ideal state that is superlative and amazing, an empty and idle state that is aspirational, and the constant struggle between these states.
One of the key elements in our seasonal design process revolves around building textures. This aspect is given utmost importance right from the beginning of our creative journey.
Your designs often showcase a blend of traditional and contemporary elements. How do you approach the selection of materials to achieve this balance, and how important is sustainability in your material choices?
Once the initial concept is formulated, the focus is towards developing intricate textures, a hallmark of the brand. These textures are meticulously and painstakingly crafted season after season, reflecting a commitment to contemporary design. The brand constantly evolves its textures while preserving its distinctive image. The process of creating these textures is underpinned by a dedication to sustainability. The brand makes conscious material choices, often utilising scraps from previous seasons. This approach not only enhances cost-effectiveness but also establishes the brand as environmentally responsible.
Overall, the brand stands out for its modern design sensibilities, commitment to intricate craftsmanship, and a sustainable approach to material selection, making it a globally appealing and responsible choice for the contemporary man.
The fashion industry is constantly evolving. How does Kunal Anil Tanna stay ahead of trends and continue to bring innovative designs to its customers?
The brand’s conceptualisation has been rooted in classic thought processes from the start. The balance observed in the creation of various textures and the ultimate outcome of design collections reflects a commitment to a classic, elegant, and timeless aesthetic. Rather than succumbing to seasonal trends, the approach is holistic, aiming to craft pieces with enduring appeal. This core value has been integral since the label’s inception, fostering a timeless quality that transcends fleeting fashion trends. The brand’s evolution builds upon this core value, allowing it to remain ahead of trends and stay attuned to the ever-evolving fashion industry.
Kunal Anil Tanna has collaborated with various brands and artists. How do you approach collaborations, and what role do they play in expanding the brand’s reach and creative horizons?
I strongly believe that collaborations work best when individuals share a common design vision. We have had successful collaborations that were truly enjoyable and mutually beneficial. One such notable collaboration was with Anaya by Stage 3 to create an affordable fashion line. It was a fun experience, allowing our brand to maintain its identity while incorporating their unique sensibilities. Collaborating with artisans in India for carpets, rugs, and throws was fulfilling, as they offered excellent techniques and materials aligning with our design values. Finding like-minded collaborators often happens organically, whether through social media or mutual appreciation for each other’s work. Our approach is laid-back, emphasising a mutual understanding, making the collaboration process enjoyable and fruitful.
With the rise of e-commerce and digital marketing, how has the brand leveraged its online platform to connect with a global audience, and what strategies have proven successful?
E-commerce and digital marketing are undeniably the driving forces in the current business landscape, playing a pivotal role in brand positioning, identity, and creation. Our online platform serves as a direct connection to consumers, featuring a website and active social media channels. We continuously strive to showcase our work effectively, making it easily accessible and appealing to our audience. Additionally, our products are available on various platforms, further expanding our reach and presence.
What are some of the challenges you have faced in the fashion industry, and how has Kunal Anil Tanna overcome them? Are there lessons learned that you believe could benefit others in the field?
I believe that every business, in any industry, be it fashion, films, pharmaceuticals, textiles, or any other, faces its unique set of challenges. In our case, operating in a city like Mumbai adds an extra layer of difficulty due to high expenses across the board – from production costs to overheads. Striking a balance between delivering top-notch design within a competitive price range is a constant challenge. We work tirelessly to make our techniques cost-effective while maintaining a high standard of presentation, ensuring our designs are both affordable and elegant.
Another ongoing challenge is building and expanding a solid team. While we have been fortunate to have excellent team members, scaling up can be challenging. I have observed that the younger generation sometimes faces distractions and lack of focus on their careers, which poses difficulties for the team’s progress. We are committed to overcoming this challenge by investing in team development.
Labour shortages are a perennial issue, especially with the next generation of craftsmen, including embroiderers, often reluctant to take up the intricate work their predecessors did. This declining interest in traditional crafts is a growing concern that requires collective efforts for improvement. Many organisations are already working towards uplifting traditional crafts in India, and we actively collaborate to address this issue.
Looking ahead, what are the future aspirations and directions for Kunal Anil Tanna? Are there any upcoming projects, collections, or initiatives that you are particularly excited about?
The kind of person I am, I prefer actions to words. I want my work to speak for itself, to unveil its essence. Currently, there are several exciting projects and a robust brand environment in development, which we hope to unveil soon. Additionally, we are actively working on collaborations to expand the brand line, creating a sense of anticipation. However, I believe in letting time reveal these endeavours, allowing the work to speak louder than any words I may share.
How do you stay abreast of emerging trends in the fashion industry, and what role does trend forecasting play in shaping your design decisions?
One of the most exciting aspects of my career, aside from being a fashion designer, is my affiliation with fashion education. I am actively involved with several institutes in Mumbai, where I regularly engage with students. This involvement includes mentoring them, sharing my experiences, and providing guidance on their work. It is a fulfilling and educational experience, as I get to work with the younger generation, gaining insights into their unique perspectives. Interacting with people of different age groups is a valuable way to sharpen my own perspective.
In addition to education, forecasting plays a crucial role in my work. Fortunately, in today’s digital age, various platforms provide essential inputs for fashion forecasting, covering fabrics, colour palettes, silhouettes, textures, and techniques. The advancements in science and the constant evolution of fabric creation techniques contribute significantly to the initial design conceptualisation. The accessibility to a wealth of information in our current era greatly aids in staying ahead of trends and taking forecasting seriously in our design process.
Given the increasing importance of sustainability in today’s world, how has the fashion industry evolved to incorporate eco-friendly practices, and what steps do you believe designers should take to contribute to a more sustainable future?
The concept of sustainability is often interpreted and misinterpreted. Many people believe that using eco-friendly products is the only way to be sustainable. In my opinion, that is not an absolute version of it. While eco-friendly products are a part of sustainability, it is not the entirety. Sustainability means to sustain, and we have worked very hard, especially in the last few years during the challenges of COVID-19. We made efforts to sustain through those tough times, supporting our team, including carriers, masters, tailors, and team assistants, helping everyone navigate through this chaotic period.
We ensured that everyone was taken care of in whatever small way we could, allowing people to survive and move forward. This commitment has earned us blessings from our team and contributed to our progress. In terms of material sustainability, we strive to avoid using synthetic products, preferring natural fibres and intelligently reusing scraps. We approach this process thoughtfully, using scraps from previous seasons to create new textures and give our products a fresh outlook. This practice excites and encourages us, contributing significantly to building the brand we are today.
Diversity and inclusivity have become significant topics of discussion in various industries, including fashion. How do you approach these principles in your designs, and what role do you think the industry should play in promoting inclusivity?
In today’s world, I strongly believe that everything should be accepted. We cannot be ignorant and should try to embrace each person’s individuality, whether it is understanding someone’s gender, choice, or sense of existence. It is a human trait to accept others as they are, rather than questioning their understanding, belief, faith, or identity. In today’s age, with easy access to understanding diverse ways of life, acceptance becomes crucial.
Being in the fashion industry provides a platform to express acceptance. We address the negative impacts of discrimination and use them to create a strong impact, emphasising the importance of accepting individuals for who they are. It is essential to integrate acceptance into our lives, acknowledging that diversity has always existed, and it is our responsibility to recognise and appreciate it.
In our designs, we incorporate this ethos, keeping in mind the importance of being classic and inclusive. We draw inspiration from Indian elements, creating a contemporary version that celebrates diversity. India’s rich cultural diversity serves as a core element, promoting inclusivity, a principle we have consistently embraced and which has worked in our favour.
Technology is rapidly transforming the way fashion is designed, produced, and consumed. In what ways have technological advancements influenced the fashion industry, and how do you see technology shaping the future of fashion design?
The only constant is change, exemplified by the sea, and technology serves as a testament to this continual transformation. It rapidly influences how we consume, manufacture, and market products, permeating every aspect of our lives. Embracing technology is essential; we have recognised the need to upgrade from old-school methods. Despite initial struggles, I, personally, am adapting to technology. Initially challenged by social media, I now enjoy it, thanks to younger team members’ inputs. In design development, numerous software and apps facilitate creating and presenting designs, making technology indispensable. Staying updated and aligned with these advancements is a necessity we actively pursue.
With the rise of online shopping and social media, consumer behaviour in the fashion industry has undergone substantial changes. How do you analyse and adapt to shifts in consumer preferences, and what strategies do you think are effective in connecting with today’s fashion-conscious consumers?
Social media has significantly influenced consumer behaviour, making online purchases a common practice due to the convenience it offers in today’s fast-paced life. While many prefer the ease of online transactions, there is still a substantial segment that values the tactile experience of physical contact with products. To bridge this gap, our website incorporates a WhatsApp connection for clients, allowing instant communication during their online shopping experience.
We recognise the importance of personal interaction, especially for international or remote clients who may not have the opportunity for face-to-face engagement. Social media plays a crucial role in promoting and marketing our products, offering a behind-the-scenes look at the design and development process. This transparency allows consumers to appreciate the effort and value embedded in our creations.
As the landscape of online purchasing evolves, staying updated and maintaining a high standard is imperative. Consumers are well-informed, thanks to various apps and social media platforms, demanding authenticity and quality. Striving to meet these expectations, we focus on elevating our standards and delivering products that align with the discerning consumer’s consciousness.
