American designer gets Indian entry through Kitsch

New Delhi: American fashion designer Rachael Roy is making inroads into the Indian fashion market through Kitsch, a multi-designer store which will exclusively retail her clothes.

"This would be the first time that Roy`s collection would be available to the Indian market, and she will be retailing exclusively through Kitsch. Her collection and designs work really well for the discerning Indian palate, and so the choice to bring her in and add her to our roster of designers and labels was an easy one," Charu Sachdev, founder and CEO of Kitsch, told reporters.

The store will encapsulate Roy`s resort 2013 collection. The designs will have youthful appeal with geometric shapes, mixing and matching of bright pop colours and laser cult embellishments.

"Roy`s upcoming collection is a mix of whimsical prints and vibrant hues, which creates an effortless yet exotic escape for the modern Indian woman," added Charu.

The designer is a known name in American fashion world. Her client list boasts of well-known names including Michelle Obama, Diane Sawyer, Kate Hudson, Jennifer Garner, Sharon Stone, Tyra Banks and Penelope Cruz.

Meanwhile, Kitsch houses few top luxury fashion and lifestyle brands from around the globe including Dolce & Gabbana, Stella McCartney, Diane Von Furstenberg, Alexander McQueen, Victoria Beckham, Catherine Malandrino and Herve Leger. The addition of Roy`s work is yet another feather in its cap.

Asked about the reason for bringing only international brands under the roof, Priya Sachdev, director and creative director of Kitsch, says they wanted to discover a place that gives access to international trends only.

"The Indian consumer is very well-versed with the international fashion market, and the demand for international luxury products is growing at a fast pace in the country. In order to keep up with the evolving tastes of the Indian consumer, we felt the need to have a one stop shop for these consumers to access the latest international trends," Priya told reporters.

Roy`s collection is priced Rs.20,000 onwards and will be available exclusively at the Kitsch stores from next season.