We actively promote circular economy initiatives
Nirmooha stands at the intersection of traditional craftsmanship and contemporary fashion, promoting sustainability, inclusivity, and social responsibility. This Mumbai-based studio is renowned for its unique blend of classic embroideries, digital designs, and a commitment to a greener planet, making it a beacon of innovative and ethical fashion. Speaking to Fibre2Fashion, Founder Prreeti Jaiin Nainutia discusses fashion, and her company’s journey.
Fashion has always been influenced by cultural and societal trends. Can you discuss any recent examples of how current events or cultural movements have impacted fashion trends?
The fashion industry is deeply influenced by cultural and societal trends, with current events and cultural movements playing a significant role in shaping fashion trends. For instance, the sustainability movement has led to a surge in demand for eco-friendly fashion, inspiring brands to incorporate sustainable materials and ethical practices into their collections.
The body positivity movement has sparked a shift towards more inclusive representation in fashion, with brands embracing models of all sizes and offering extended size ranges. Additionally, increasing acceptance of gender fluidity and diversity has influenced fashion towards gender-neutral styles and unisex clothing, ensuring there would not be any gender discrimination. Activism and social justice movements have inspired fashion trends centred around empowerment and inclusivity.
The COVID-19 pandemic has also impacted fashion trends, with the shift towards remote work and casual dress codes popularising comfortable and versatile clothing such as loungewear and athleisure. Overall, fashion trends reflect broader societal and cultural shifts, with current events and movements shaping consumer preferences and driving industry innovation.
The concept of ‘see now, buy now’ has gained traction in recent years, allowing consumers to purchase items immediately after they are showcased on the runway. What are your thoughts on this trend, and how do you see it evolving in the future?
The ‘see now, buy now’ trend has revolutionised the fashion industry by offering consumers immediate access to runway collections. It reflects a desire for instant gratification and accessibility in shopping experiences.
While presenting opportunities to capitalise on runway excitement and meet consumer demand quickly, it also challenges brands to streamline production and maintain exclusivity. Looking ahead, this trend will likely continue evolving, driven by changing consumer behaviours and technological advancements, with a focus on agility, innovation, and customer-centricity.
Fashion has historically been associated with exclusivity and luxury. How do you see the democratisation of fashion through initiatives like rental services and resale platforms reshaping the industry?
The rise of rental services and resale platforms is democratising access to luxury fashion by offering consumers affordable alternatives to ownership. These initiatives challenge traditional exclusivity, making high-end fashion more accessible to a wider audience while promoting sustainability through circular consumption practices. As a result, they are reshaping the industry by fostering inclusivity and reducing waste.
As consumer preferences continue to evolve, what do you believe will be the biggest drivers of change in the fashion industry over the next decade, and how should brands prepare to adapt to these shifts?
Over the next decade, sustainability, technology, diversity, consumer empowerment, and the circular economy will drive significant change in the fashion industry. Brands should adapt by prioritising sustainability, embracing digital innovation, promoting diversity and inclusion, engaging authentically with consumers, and embracing circular economy principles to stay relevant and competitive.
The fashion industry has been criticised for its lack of diversity in terms of body size, ethnicity, and gender identity. What steps can brands take to promote greater inclusivity and representation in their marketing and product offerings?
Brands can promote inclusivity by casting diverse models, offering a range of sizes, actively listening to customer feedback, collaborating with creators from diverse backgrounds, using inclusive messaging in their marketing, and advocating for social issues. At Nirmooha, we have collaborated with Sushant Divgikar, Hengoulal Sitlhou, and Alok V Menon, further demonstrating our commitment to diversity and inclusion.
Could you share the inspiration behind the founding of Nirmooha and how your journey in the fashion industry began?
The fusion of a passion for design, a strong work ethic, and a deep love for the world can indeed serve as a powerful driving force behind an entrepreneurial journey. For me, this passion ignited as my children grew up, sparking a newfound inclination towards fashion and design. Determined to turn this passion into reality and to become a successful businesswoman, I embarked on a journey of creativity and innovation. Merging traditional hand-embroidery techniques with modern digital designs became a natural progression, resulting in a unique blend that set my collection apart. Inspired by the positive reception, I took the bold step of founding Nirmooha.
The journey began with showcasing my designs at the Bangalore Fashion Week in 2017, followed by a notable appearance at the Lotus Makeup India Fashion Week in February 2019, organised by the Fashion Design Council of India, where I debuted my collection entitled ‘Rivaayat’. This collection beautifully combined Indian craftsmanship with fabrics and hand-embroidery, marking a significant milestone in my career. In October 2019, I had the opportunity to make my international debut at the Arab Fashion Week in Dubai, where my collection ‘Fiora’ showcased breathtaking 3D embroidery and exquisite texture, further solidifying my presence in the global fashion scene. Presenting my inaugural collection, ‘Coraline’, at the prestigious Lakme Fashion Week in February 2020 marked yet another milestone, providing an esteemed platform to showcase my creativity and innovation to a wider audience. The incorporation of diverse prints and fabric stories likely added depth and richness to the collection, further highlighting my versatility as a designer.
What sets Nirmooha apart from other fashion brands?
What sets Nirmooha apart from other brands is its unwavering commitment to social and environmental responsibility. Unlike many conventional fashion labels, Nirmooha takes pride in its dedication to giving back to society and the Earth. By prioritising cruelty-free practices and actively addressing environmental concerns, Nirmooha stands as a beacon of ethical fashion in an industry often plagued by unsustainable practices.
Our brand ethos revolves around creating fashion that not only looks good but also does good for both people and the planet. Moreover, we specialise in geometric prints, 3D, and abstract prints, along with intricately crafted embroideries, offering unique and innovative designs that reflect our commitment to creativity and sustainability.
Can you elaborate on the concept of sustainability within the company and how it influences your design process?
At Nirmooha, sustainability permeates every facet of our operations, profoundly influencing our design process. We prioritise eco-friendly and ethically sourced materials, ensuring that all our fabrics are sustainable. Our commitment extends to our packaging, which is all-natural and eco-friendly. We keep minimum wastage through efficient production techniques, minimising our environmental footprint. Moreover, we ensure fair labour practices in collaboration with our partners. Our designs are timeless, crafted for longevity to combat the cycle of fast fashion. Additionally, we actively promote circular economy initiatives, offering repair services and encouraging responsible consumption habits. Sustainability is not just a goal; it is a fundamental principle guiding our journey towards creating fashion that is beautiful, ethical, and environmentally conscious.
How does Nirmooha balance traditional Indian craftsmanship with contemporary designs in its collections?
Nirmooha strikes a delicate balance between traditional Indian craftsmanship and contemporary design aesthetics in its collections by seamlessly integrating age-old techniques with modern sensibilities.
Drawing inspiration from India’s rich cultural heritage, we imbue our designs with intricate hand-embroidery, weaving, and embellishments, showcasing the exquisite artistry of skilled artisans. At the same time, we infuse contemporary elements such as innovative silhouettes, bold prints, and unconventional colour palettes, ensuring our collections resonate with the evolving tastes of today’s global audience. By marrying tradition with innovation, we create garments that honour our cultural roots while embracing the spirit of modernity, resulting in truly distinctive and timeless pieces that transcend trends.
How do partnerships with charities like the Divyaj Foundation influence company’s mission and vision?
Nirmooha’s dedication to combining fashion with societal service is truly remarkable. The brand’s collaboration with the Divyaj Foundation for significant charity events exemplifies its commitment to making a positive impact beyond the realm of fashion.
One notable initiative was the creation of a custom-designed collection for acid victim survivors participating in ‘The Confidence Walk’, spearheaded by Amruta Fadnavis, wife of former Maharashtra chief minister Devendra Fadnavis.
This bespoke collection not only showcased our design prowess but also served as a symbol of empowerment and solidarity with survivors. Nirmooha’s ethos of inclusivity extends beyond charity events. The brand actively fosters a culture of understanding and respect for gender diversity, creating a safe and welcoming space for individuals of all self-identified identities. By embracing and celebrating each community, Nirmooha advocates for the freedom to express oneself through fashion without limitations or constraints.
Nirmooha’s commitment to societal impact extends to its collaboration with the finalists leading to the grand finale of the reality show, ‘Mitti Ke Sitare’, in association with Mpower on June 22, 2019, at NSCI Dome, Mumbai. The 3-staged series was masterfully trained by the musical icon Shankar Mahadevan, with outfits for the grand finale designed by Nirmooha. These designs were admired in the presence of Devendra Fadnavis, the then chief minister of Maharashtra; Amruta Fadnavis, founder of Divyaj Foundation; Grammy Award winner Jerry Wonda as Guest of Honour; and Padma Shri Shankar Mahadevan as the Special Guest among other noted dignitaries. This collaboration shows Nirmooha’s dedication to using fashion as a tool for empowerment and social change.
Nirmooha’s presence at prestigious events like Femina Miss India and Lakme Fashion Week is impressive. How do these platforms contribute to the brand’s growth and exposure?
Nirmooha’s collaboration with Femina Miss India further distinguishes the brand from other labels. Participation in prestigious events like Femina Miss India and Lakme Fashion Week plays a pivotal role in elevating our brand’s growth and exposure. These platforms provide unmatched visibility to a diverse audience, cementing credibility within the fashion industry and fostering crucial connections with key stakeholders. The media coverage and press garnered from these events amplify brand recognition and attract attention from a global audience, ultimately cultivating customer loyalty and driving sales.
Your clientele includes a diverse range of celebrities and influencers. How do you ensure that Nirmooha designs resonate with such a varied audience?
We prioritise inclusivity and diversity in our design process to ensure that our creations resonate with a varied clientele, including celebrities and influencers. We carefully consider the diverse tastes, preferences, and body types of our audience when crafting our collections, aiming to offer something for everyone.
Our designs feature versatile silhouettes, timeless aesthetics, and a wide range of sizes to accommodate different styles and preferences. Additionally, we actively seek feedback from our clientele, engaging with them through social media, events, and personalised consultations to understand their needs and preferences better. By staying attuned to the evolving trends and preferences of our diverse clientele, we strive to create fashion that transcends boundaries and resonates with individuals from all walks of life.
Could you discuss Nirmooha’s expansion into international markets and the challenges and opportunities that come with it?
Expanding into international markets presents challenges such as navigating foreign regulations, understanding diverse consumer preferences, and managing logistical complexities. However, it also offers opportunities for revenue growth and brand exposure by accessing new demographics and markets. Strategic partnerships, localisation efforts, and leveraging digital platforms are essential for successful international expansion. Despite challenges, venturing into international markets positions Nirmooha for sustained growth and establishes its presence as a global leader in ethical fashion.
What future projects or collaborations can we expect from Nirmooha, and how do they align with the brands overarching goals?
Nirmooha’s collaboration with esteemed personalities like Sushant Divgikar, Hengoulal Sitlhou, and Alok V Menon further distinguishes the brand from other labels. Participation in prestigious events like Femina Miss India and Lakme Fashion Week plays a pivotal role in elevating the brand’s growth and exposure. These platforms provide unmatched visibility to a diverse audience, cementing credibility within the fashion industry and fostering crucial connections with key stakeholders. The media coverage and press garnered from these events amplify brand recognition and attract attention from a global audience, ultimately cultivating customer loyalty and driving sales.
Can you shed light on any upcoming trends or design concepts that the brand will be exploring in its future collections?
We are currently in the process of developing a collection that delves into the core principles of individuality, seamlessly blending diverse components to create a collective impact greater than the sum of its parts. Drawing inspiration from the interconnected roots of trees and abstract patterns found in nature, our upcoming collection seeks to embody harmony and unity while celebrating the unique essence of each element. To enhance the aesthetic of the garments, we are incorporating accessories like chains and pearls, adding an extra layer of sophistication and allure to the collection. Stay tuned as we weave together these inspirations to bring you a truly captivating and thought-provoking collection.
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