Over the years, we have seen a change – a shift where the country’s leading coaturies have started creating an important forest in Pret Wear. This change reflects a major change in the country’s fashion scenario and is largely inspired by demand. As Indian consumers seek luxury that extends beyond the grand occasions, designers known for their excellent craftsmanship are now refined yet in everyday fashion. Tarun Tahiliani is one of them.

Tarun Tahiliani recently launched his Pret Label, OTT, which he assures that he is Indian, but with a turn – the answer to today’s needs. The designer, who performed his latest collection on the day 4 of the ongoing Lakme Fashion Week X FDCI, talked about his pet label, his collection and more.

Excerpt from interview:

• The OTT is described as a celebration of urban woman’s sortorial needs. What did you inspire to create this Pret-a-Porter line, and how does it reflect the essence of “India Modern”?

It takes Indian techniques and curtains and rebuilt them in a simple, modern way. It is designed for the Indian body, complement our skin tone, and something that I have been working for years. But it required its identity, because, within our store, it will be lost or drowned in the bride’s place. So now, the OTT stands on its own-it is designed for the needs of the daily wardrobe of women. I hope these pieces originally mix and match with their own wardrobes and I produce the season after the season, eventually define a very quiet, India-modern way of dressing.

• After the grand launch in 2024 LFW, what new we can expect this year, and what inspired it?

It marks our 30th year, so we are getting bigger. I think our studios have made incredible progress in technology and to understand fit – which, for me, has a true role of a designer. We want to move it even further.

• Luxury is often associated with specificity, but the OTT emphasizes wearable luxury. How did you balance between ambiguity and everyday comfort in this collection?

Luxury can be associated with luxury caviar abroad, but for me, just a fresh bread just before sitting in dinner is equally spectacular – if not more. This is about what we believe in our culture. I don’t think luxury has to be out of reach; This is a myth. Luxury is about how something is made, how it feels, and how correct it is for its purpose. Every day the fabric needs to be given a proper price – there is no reason for them to be unfairly expensive. This is not a game; This is about answering a need. And this is a good business. So, the balance is not about ambiguity – it is about timelessness, beauty and elegance. It is Indian, but with a turn. This is the answer to today’s needs.

• The brand focuses on clothes that live and worn for years. How have you ensured that the design remains timeless and durable?

For clothes worn for years, they have to be timeless. I want women to find their style within pieces. But the most important thing is that quality must be extraordinary – so they fall beautifully, beading remains intact, and they last last. Above all, they have to feel amazing on the skin because no one is going to wear anything that feels uncomfortable.

• You have always been leading to combining heritage with modernity. Can you share how the traditional Indian craftsmanship in OTT for today’s cosmopolitan lifestyle?

We have used traditional Indian craftsmanship but in a way that makes sense for today. Draping is more structured. We have worked with chickenkeri, soldering technique, pin tuck and smoking. We use a lot of hand techniques that are deeply vested in the Indian tradition, but in a clean, monochromatic manner – so they can be part of everyday wardrobes.

• If you had to describe the OTT woman in three words, what would she be? And how do you imagine styling these pieces from day to night?

The OTT woman is self-obsession, timeless and modern. She easily wears these pieces – mixing them for the day, styling them for the night. It is about versatility. This is about his confidence.