Blending prints, dots, stripes and checks with motifs from around the world, innovative designer Sabyasachi Mukherjee has created an eclectic "Art in the Bedroom" bed and bath line that could eventually be expanded to cover the entire household.
"It's all about unwinding," Mukherjee said of the path-breaking line he has designed for furnishing major Bombay Dyeing.
"In today's fast-paced world, everyone yearns for an unwinding experience when they get home. My line thus uses earthy shades and soft design themes to make the homecoming an unwinding experience," the Kolkata-based Mukherjee told IANS in a telephonic interview.
Toward this end, he has taken motifs from countries as diverse as China, Japan, Turkey and Africa - as also India - and colour coordinated them with floral prints, polka dots, stripes and checks to create a range of bed sheets, pillowcases and towels that tickle the imagination.
"The whole idea is to encourage you to mix and match your linen the way you mix and match your clothes," Mukherjee explained.
"Here, we've gone step further. Traditionally, when you buy a bed sheet, you get two pillow cases. Here, we give you four so you can actually give your bedroom a different look every day of the week," the designer added.
The themes are repeated on the towels to make it a seamless transition from the bedroom to the bathroom. The range is extremely affordable, with the sheets/pillowcases priced at Rs 2,200 and the towels at Rs 180-450. It will be marketed through Bombay Dyeing's 450 exclusive franchise stores in 300 cities across the country as also through large multi-brand stores in the metros.
The current range is termed the festive line and is aimed at Diwali/Durga Puja shoppers. Mukherjee is also toying with a spring/summer line on the "quality of life" theme that could be released early next year.
This apart, Mukherjee and Bombay Dyeing are considering a line of bedcovers, cushions and other home furnishings. "The idea is to come out of the bedroom and into the living room," the designer explained.
"We are very confident the response will be good," said Arun Bhawsingka, Bombay Dyeing's head of domestic business, told IANS from Mumbai.
"The range will change the way consumers look at the home linen industry," he added.
A 1999 graduate of the National Institute of Fashion Technology (NIFT), Mukherjee son the Femina British Council Most Outstanding Young Designer of India Award in 2001 that took him to London for an internship with eminent designer Georgina von Etzdorf.
He debuted at the India Fashion Week in 2002 to rave reviews from the domestic and international media and made his international mark the next year by winning the grand award at the Mercedes Benz New Asia Fashion Week in Singapore.
Having participated in the 2004 Milan Fashion Week, Mukherjee has been invited to participate in the New York and London fashion weeks later this year.
Established in 1879 and perhaps the first to retail branded home linen in India in 1961, Bombay Dyeing recorded sales of Rs 4.5 billion in fiscal 2005-06 ended on March 31, the bulk of it from exports to the US, Europe, Australia and New Zealand.