Om Chandra Om is dedicated to modernisation of ethnic wear
Om Chandra Om (OCO) is a pioneering fashion brand that blends traditional and modern designs to create stylish, comfortable, and accessible ethnic wear for women. OCO specialises in innovative sarees and makes traditional wear easy and accessible for women with modern, stylish, and comfortable designs. Speaking to Fibre2Fashion, Founder Maggie Dumra talks about her inspiration, brand philosophy, challenges and vision for the future.
How do you perceive the current trends in the fashion industry, and what do you anticipate as upcoming trends in the near future?
Fashion trends tend to cycle, with old trends resurfacing in new forms. I anticipate a continued focus on modernising ethnic wear for the contemporary woman as a key trend in the near future.
Sustainable fashion has gained prominence. How do you see the industry’s approach to sustainability evolving, and what role do consumers play in driving this change?
Consumers are increasingly informed and educated about materials and production processes, driving the demand for sustainability in the fashion industry. Brands must prioritise sustainability and social consciousness in production to align with evolving consumer expectations.
Technology, such as augmented reality and artificial intelligence, is influencing various sectors. How is technology being integrated into the fashion industry, from design to customer experience, and what impact do you foresee in the coming years?
I foresee AR and AI revolutionising the fashion industry by enabling virtual try-ons and improving size accuracy. In the near future, customers will not need to leave their home to try apparels and accessories; they will do it online, enhancing the overall shopping experience and reducing return rates.
What inspired you to start Om Chandra Om clothing, and how did the idea for the brand come about?
Om Chandra Om (OCO) clothing emerged from my love for fashion and personal encounters with traditional Indian attire. As the founder of a successful resort wear label, I found inspiration during annual visits to an Indian film festival in Australia. As a non-Indian, the reliance on others to drape a saree became a recurring theme. This experience led me to create Om Chandra Om—a brand born out of the desire for elegant, yet versatile sarees. Tired of seeing traditional garments relegated to the back of my closet after a single use, I envisioned designs that could be worn independently and seamlessly transition from cultural events to dinner dates. OCO is more than clothing; it is a fusion of timeless grace and contemporary functionality, offering individuals a wardrobe that effortlessly embraces cultural diversity and personal style.
Can you share the story behind the name ‘Om Chandra Om’?
The name ‘Om Chandra Om’ is deeply personal and symbolic. As a Singaporean Chinese with my family name as Chan and married to an Indian with the surname Dumra, the fusion of our names resulted in 'Chandra’, meaning the moon in Hindi. My husband, being my greatest supporter and inspiration, naturally became a pivotal part of the label.
The moon holds a special significance for me; its transformative nature, shifting forms, and timeless beauty resonate with my vision for modern ethnic wear. Seeking to capture the essence of progress while staying rooted in tradition, I embraced the universal sound ‘Om’, creating a harmonious connection. Thus, ‘Om Chandra Om’ was born—a name that encapsulates my personal journey, the unity of cultures, and the timeless evolution of style.
How would you describe the design philosophy of OCO clothing?
OCO clothing is founded on the principle of blending modern appreciation with tradition, catering to independent and strong women who aspire to stand out. Our designs not only prioritise aesthetic appeal but also emphasise practicality and functionality. Each piece is crafted with the modern woman in mind, ensuring a seamless fusion of style and usability.
Are there any specific themes or cultural influences that play a significant role in your designs?
In our first Moonlight Collection, there is a deliberate focus on modernising the saree. OCO as a brand is dedicated to the modernisation of ethnic wear, and this theme extends beyond borders, encompassing various cultures, nationalities, and design inspirations.
Sustainability is a growing concern in the fashion industry. How do you incorporate sustainable practices in your production processes?
OCO is deeply committed to sustainability through meaningful partnerships and ethical production practices. In our manufacturing, we exclusively engage with fair trade factories, prioritising female employment to empower and equip women with valuable skills. Our dedication to sustainability extends beyond fashion—it is about fostering women’s empowerment and independence.
Have there been any memorable collaborations that have influenced your collections? Can you share some details about them?
We are an extremely young brand, and we are definitely excited and open to collaborating with other brands and creatives.
How do you engage with your customers and gather feedback? Are there any interesting anecdotes or stories from customer interactions that stand out to you?
We engage with customers through our Singapore showroom, where they can try our outfits and provide feedback on the spot. Customers appreciate the unique and easy-to-wear designs, often expressing excitement about envisioning the outfits for various occasions.
What have been the most significant challenges you have faced as a founder in the fashion industry, and what important lessons have you learned along the way?
The most significant challenge as a founder in the fashion industry is navigating the crowded market. The industry is saturated with numerous products and brands, making it challenging to stand out and be heard. Consumers have an abundance of choices, ranging from big international brands to mass-market options. As a boutique brand, survival in this competitive landscape requires strategic differentiation and a unique value proposition. In this case, our product has a very interesting USP.
Diversity and inclusion are important topics across various industries. How do you see the fashion industry progressing in terms of diversity and inclusion, both in terms of representation and product offerings?
The fashion industry is making strides in diversity and inclusion, evident in more inclusive sizing and diverse product offerings. Our Moonlight Collection, for instance, attracts not only Indian clients but also a diverse range of non-Indians, reflecting the industry’s progress towards broader representation.
Is Om Chandra Om involved in any community initiatives or projects? How does the brand contribute to the local or global community?
Yes, OCO is actively involved in community initiatives, collaborating with Sayfty, a non-profit organisation aiding women facing domestic violence. A percentage of profits from each OCO garment sold goes to support this cause. Additionally, we work together to promote awareness of how fashion can contribute to and amplify their impactful initiatives.
What are your aspirations and vision for the future of Om Chandra Om clothing? Are there any exciting developments or plans that your customers can look forward to?
My vision for OCO is to continuously modernise traditional ethnic wear, ensuring it complements diverse shapes and sizes. Exciting designs and ideas are in the pipeline for 2024, and I am eagerly anticipating their unveiling.
Interviewer: Shilpi Panjabi
Published on: 06/01/2024
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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