Post making a foray in the acting domain with Netflix series Masaba Masaba, designer Masaba Gupta has been basking under glory. She is one of the most popular names when it comes to copy markets as many young girls look forward to getting that perfect rip-off of the outfit put together by the couture designer.
For Masaba, this culture is ‘flattering’. “We are a bit ahead of the copy market, as a brand we churn out new stuff very often. We are very aggressive with what’s happening in the market. And the imitation goods are a great sign of what really works. What is a bigger trend than a copy going viral?" she quipped. “They are a great indicator of brand value and what we should be doing,” continued Masaba.
The designer firmly believes that digital is the present. She has been a part of the e-commerce business way before others joined the trend and has launched her collections on social media platforms, including the latest Fusion 2.0 collection, which received a thumbs-up from fashion connoisseurs. For now, we are launching all our collections on Instagram. You have a much larger reach and the cost is less and we have to honour that. Fashion shows are expensive so only when I have something interesting to say, I will,” she stated.
When asked does she think the pandemic will affect fashion business, Masaba said that designers will have to create ‘clothing and products that are friendly to the e-commerce space.’ “I’m a big believer that things don’t change 100%, we always want a sense of similarity in what we see. A lot of brands who haven’t paid attention to the e-commerce space, will now start doing so and think from a consumer’s point of view. Consumers will question what they are buying and why they are buying? We have to now create clothing and products that are friendly to the e-commerce space,” the designer said.
Sustainability and opting for eco-friendly choices have gathered momentum over the past few years. With the Covid-19 pandemic looming large, the focus on eco-conscious offerings has increased manifold. But the actress-designer believes that sustainability costs money. “It’s easy for people to turn back and ask. But I’m doing whatever I can with the money I have. Sustainability is a loosely used word. Masks are causing pollution, but we can’t do without them. I will look into it once the storm is over. Right now, we are trying to survive in a respectable way. We are working from home and reducing the carbon footprint,” signs off Masaba.
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