September 2021, New Delhi-
The relationship between Fashion and Hospitality is a privileged one.
The collaboration between Designer Charu Parashar and Baglioni resort Maldives is much more than just an ephemeral marketing trend it’s sharing of vision, values and aesthetics of taking luxury experience to the next level. The designer takes her inspiration from the architecture and the color scheme from the Baglioni resorts and water of the Maldives.
Charu Parashar will be launching her Resort and Spa Collection 2021. The experience is soulful and relaxing. It’s a perfect marriage of style and hospitality.
The number of collaborations between fashion houses and the hotel industry is growing proving that this is more than just an ephemeral marketing trend, but becoming a product. These collaborations can take two forms. A fashion house can be more implicated in the business model, as is the case for Giorgio Armani who has licensed his brand to developer EMAAR Properties. According to their Letter of Intent, EMAAR is in charge of real estate, construction and management of the chain while the Italian fashion house is responsible for “all aspects of content, design, and style, including architecture, interiors, furnishings, and amenities using especially designed items from the various Armani collections.” Rezidor recently opened its Hotel Missoni in Kuwait and Marriott is successfully marketing the Bulgari Hotel brand. Other examples of fashion-hotel collaborations include Versace, Giancranco Ferre, and Camper Hoteliers can request a well known couturier to design an establishment, like the Maison Champs Elysée.
Charu Parashar Quote:
The resort edit 2021 is called the eldoris of the sea.the designer derives her inspiration from the crystal clear waters of maldives and the Italian Pearl Baglioni resorts Architecture.
Her signature embodies the different forms of the sea and takes inspiration from the resorts interior into inspired prints for the honeymooners wardrobe.
Tropical aqua corfu shallow reef blue logoon blue dark lagoon pacific teal lagoon teal reds turquoise shallows are few of the colors which amalgamate into steller prints.
Each prints is handcrafted by master craftmanship with pearl and gold glass biguels.
The collection comprises of silhouthes perfect for a newly weds honeymoon of kaftaans capes jackets drapes keeping the collection fluid and free flowing
Thought we could do quick questions alongside the collection.
Do you feel a choreographed slowdown continues to be the way out for designers, today? What do you advocate now that we are two years into a receding pandemic?
This downward economic trend which is fueled by the insecurity and uncertainties of the future all thanks to the pandemic is on its way out.fast fashion is slowing down because of its impact on the environment. The carbon foot print is on the rise. Designers are making conscious efforts to create need based clothing rather than art .Functionality has taken over along with comfort to be the trend which is here to stay for a long time .Consumerism has to take a back seat and it’s not designer driven but is the correction by the consumers or the end user.
At the recently concluded Paris Fashion Week, a lot of designers used technology to appeal to a broader audience. For example, Balmain used a social media beauty filter that allowed us to experience the make-up look of the show. While NFTS, a form of blockchain, was used by most designers to authenticate the collection and prevent the sale of counterfeits. Is this something you would adopt or is too embryonic for the Indian fashion market?
blockchain is the future there is no doubt it. It’s Pro designer and ensures the creative trademarks and copyrights. So counterfeit copycats can say goodbye and look for the ethical ways of doing business. It’s been two years where we have been working on bringing it to the mainstream but not only the fashion industry integration but it’s adoption requires deep pockets and participation from all players. But rest ensured it’s the future we all are walking into for the better.
As far as social media usage at Paris fashion week collection … we’ll it’s the new age communication and better late than ever.
Do you feel a digital edition should replace catwalk shows long-term considering the costs, global reach and its potential to incorporate digital runways with e-commerce?
Catwalk and ramp shows have been the soul of fashion industry .. so I would rather see the digital edition co existing with catwalks and getting further empowered with extensive global reach.
Do tell us about your recent collection in terms of inspiration- anecdotes from the shoot - travel ?
The Resort edit 2021 collection is called ‘Eldoris of the sea’. inspired by the crystal clear coral reef waters and the Italian Pearl Baglioni resorts splendid architecture. handpicked colors like Pacific Blue,tropical aqua,lagoon blue and coral reef red and green make the ensembles truly magical.
Charus signature style prints embodies the various forms of the sea and the mesmerizing architectural marvels of baglioni resorts interiors. the free flowing silhouthes make the kaaftans , capes and dresses a romantic honeymooners delight.
What’s lined up?
Charu Parashar designs philosophy always has been creating ,preserving and reviving the age-old cultural and traditional crafts and techniques. think Local and Act Global has been the mantra we believe in .we are taking technology very seriously in reaching out globally and this pandemic has given us enough time to rethink fashion and decide way forward.