Interview with Neeta Lulla

Neeta Lulla
Fashion Designer (Founder)
NSL Fashion Pvt Ltd

The move towards organized retail formats & FDIs in single brand retail catch my attention the most.

Neeta Lulla is a famous name amongst Fashionistas world over. From simplicity to royalty, Neeta Lulla has it all to her credit. The Indian fashion industry has bestowed her with the title: ‘Czarina of Indian Fashion’. Designer Neeta Lulla’s repertoire ranges from the elegantly simple to the majestically royal. With a flutter of chiffon and unabashed glamour, Neeta whirled into the fashion scene more than two decades ago. The designer has been an active contributor in giving the actors a look to die for. Her designs have not only been recognized in India, but have also acquired great acclaims globally. The designer has made a niche for herself, creating the costumes of the era long lost. The challenge to create designs for the high profile and larger than life movies like Jodha Akhbar and Devdas have been very well met by Neeta Lulla, who tuned them to the richness and charismatic period of the movies. The ingenious capabilities of Neeta has kept her going strong past two splendid decades with over 375 films to her credit. Globally, Neeta Lulla has done a number of shows in US, Canada, Monte Carlo and Rome. Apart from being the 'Desi' style guru, she has also had impressive international victory. She has extended her design expertise to Hollywood projects like ‘Bride and Prejudice’, ‘One Night with a King’, ‘Mistress of Spices’ and ‘Provoked’. Currently, she is working with Asian superstar Rajnikant on his film Rana. Neeta is mainly into bridal wear. Her menswear line is more of made-to-measure. The collections are currently retailed through 11 shop-in-shops joint ventures across India. Her creations are also exported to Canada and the UAE. Having collaborated with Label 24 to showcase her stunning collection at their Dubai store, the Indian fashion designer also plans to open 8-10 exclusive brands PAN outlets (Exclusive Brand Outlets-EBOs) in the coming days. Neeta Lulla, in a tête-à-tête with Ms Madhu Soni, Sr Editor & Correspondent- Face2Face, shares her stance on Indian RMG industry these days.

It is a pleasure to have this chinwag with ‘Czarina of Indian Fashion’ in Face2Face! Neeta, tell us what made you choose this fraternity? When did you realize that there exists a potent fashion designer in yourself, and how did you make yourself go about it?

This happened to me by chance. It is a career that I chose post marriage to avoid me sitting at home or partying at kitties, so opted for this as a hobby.

That is pretty interesting. So, as a fashion guide now, how do you define Fashion?

Fashion is a trend accepted by many people and it is an inner style that they accept as a way of life. Fashion to me is my Oxygen.

We also wish to see Indian RMG industry from the stance of a doyen designer like you. What movements in the sector catch your attention the most?

The move towards organized retail formats and FDIs(Foreign Direct Investments) in single brand retail catch my attention the most. I feel that development of luxury malls and other Multi Brand Outlets (MBOs) formats across the country will provide Indian designers with channels to increase their presence to a much larger consumer base which is currently significant only in leading metros Mumbai and Delhi. The increase in foreign brands' entries in the Indian market and the scale of marketing and promotions done by them, will have an impact of creating stronger awareness towards fashion and luxury products amongst Indian consumers.

So in merchandising, currently, what are you most intrigued by ?

The most important and intriguing part of merchandising is the learning of how tastes and preferences of consumers vary across different parts of the country. It is very important to offer some level of localization to consumers in different regions.

And, do you think Indian fashion is already speaking a global language?

Fashion is definitely speaking a global language and is being accepted worldwide due to its rich detailing, colour sensibilities, stylish silhouettes and accessories.

As an expert in bridal trousseau too, what trends would you forecast for this consumer line this season?

For Bridal wear, Classics and Vintage will be big this season. Red, Maroon, Emerald Green, Saffron, Gold, and Old Rose as colors will be big this season.

With thanks for your time and comments, as last question- Will you continue to design couture for Cine world only, or you may also come up with a prêt-a-porter line?

Apart from the Cine world my focus has and will be the couture and diffusion categories. We are planning to launch 8-10 EBO’s on a pan-India basis but these stores will not showcase the prêt line. Prêt-a-porter is not in the scheme of things yet, however, we are focusing on the mid range.

#######

Published on: 06/06/2011

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.