Video: One constant thing that nobody likes is ‘change’ - Masaba Gupta

When it comes to fashion collaborations, Masaba Gupta is a pro in collaborating with top-notch brands like Tata Nano, Titan, Lakmé, Budweiser, Levi’s and Nykaa, among many others. Gupta is now marking 12 years of her label in the fashion industry. Her design aesthetics and unconventional prints with feminine drapes and silhouettes have carved a niche for themselves in the fashion world. Gupta has been credited with being the first Indian designer to do a fashion show on Instagram.

With the launch of a new feminine aesthetic tracksuit line in March 2021, the House of Masaba brand has stepped into the athleisure category amid the pandemic. While the fashion industry experienced a huge decline in growth of daily active users since last year, House of Masaba not only weathered the storm, but is also gearing up for the journey ahead and has managed to hit over 80% of sales in FY21.

On completion of 12 years of House of Masaba, Masaba Gupta speaks to Adgully about her beautiful and inspirational journey in the fashion industry, her observations on the growth of this industry in India, key trends and a lot more. 

How has your journey been in these 12 years?

My journey has been blessed in more than one way. Whenever someone talks about a journey of 12 years, it is bitter-sweet, where you usually have some hard or some easier moments, but for me, this journey has always been rewarding. I have been receiving appreciation very early in my life, I have been acknowledged by women from all walks of life, the ‘House of Masaba’ brand has its own standing today. For entrepreneurs like myself, whose name is also a brand, I have been very fortunate because my brand is treated as a separate entity and I am treated as a separate entity. I cannot think of a better journey, because I have been able to live so many lives in just one life in the last 12 years of fashion. 

What are your observations on the fashion industry, the growth factor and some emerging trends?

One thing that I have constantly been seeing in the last 12 years is that for a brand, the most important thing is repeating yourself. A lot of times people get it wrong, thinking that if you keep repeating yourself and do it over and over again, you will be put into a box in some category and no one will be interested in what you are doing.

One constant thing that nobody likes is ‘Change’. I think people like familiarity, routine, they like to see a certain language and they buy into a brand that keeps on evolving in some shape every time, which is one trend that I have seen especially in Indian wear. Even though we say that we have evolved, weddings have become more intimate, people are becoming more comfort oriented, but at the end of the day, we are a country that is rooted in traditions, and we find that whenever there is a moment, we go back to our roots.

Speaking about the second key thing, the only trend which exists in our country is weddings and Bollywood! Everyone wants to look like their favorite Bollywood star, and today like your favourite OTT star. At the same time, you are very influenced by the celebrity and that is who we are. India functions very differently from the rest of the world in fashion. Weddings, festivals and what our elders say to us have always remained the biggest trends for years. The one thing that I see in the coming years is how Gen Z is looking at fashion. They are going to be the real disruptors who are looking for experiences of storytelling in a brand, comfort, and something that can be reused in the world of fashion. In this upcoming trend, comfort and affordability are going to be the new luxuries. 

Marketing
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment