Tarun Tahiliani: A sensible buyer would buy couture that can be worn more than once

As he gets set to showcase at India Couture Week 2017, Tarun Tahiliani says ready-to-wear bridal is the future of the wedding market, especially for buyers who have full regard for time and expense.

Responsible fashion is the buzzword world over, and one often wonders if it is possible for the Indian wedding market to adapt to the model. Responsibility is a part of sustainability, which not only includes ethical ways to produce, but also means making the most of a single product and reducing wastage while buying something that is of great value. “The very rich who come for couture don’t really care half the time, but most sensible people would love to be able to break up the pieces they buy and use them in a multiple of lighter outfits, giving greater value to the luxury they have invested in. I think most people like the idea of investing in something beautiful that they could use,” says Tahiliani, who will be showcasing his collection on Wednesday, July 26, as part of Fashion Design Council of India’s India Couture Week 2017, which is now in its tenth edition.

With his collection, Tarakanna, Tahiliani is catering to the occasion wear and ready-to-wear bridal market, which could usher in a more sustainable way to buy luxury. “I think ready-to- wear bridal is definitely the future of any wedding industry because people come from all over the world and have less and less time to spend on shopping unless they are very wealthy and have no regard for time or expense. So, I think as for the numbers game, ready-to-wear bridal will be the thing of the future. However, weddings are also the one time Indians want to spend a lot and are also used to getting things customised. So I think that both trains of the market will continue,” he adds.