Nouveau biz

Bed linen, tableware and home furnishings... fashion designers are diversifying, writes Itee Dewan.

Close on the heels of news that designer Ritu Kumar has launched a perfume, four other fashion designers have also taken the step to diversify their creative portfolio and create new products that aren’t garments.

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Designer Varun Bahl has tied up with Roseby’s, the popular chain of home furnishings in UK, for a lifestyle product. “The product development is at an initial stage. All I can reveal is that it’s a lifestyle product and will soon be available in Delhi,” says the designer. As far as the pricing goes, Behl reveals that though it’s a luxury product, the price tag will not burn a hole in your pocket.

Furnishing duos
Rahul Jain and Gunjan Arora have designed lifestyle products for steel designers Art d’inox. Their collection includes tablemats runners, napkin rings and coasters “We have created a new fabric, which is a mix of steel (an Art d’inox staple) and silk to create a filament-like material, which takes inspiration from our patent wearable art creations,” says Arora. If that isn’t enough, the designers have already begun working on a few restaurant projects. So, are they turning the label into a brand? “It isn’t a conscious effort. It’s just a natural progression and branching out,” says Arora.

If Delhi designers can do it, others aren’t far behind. Recently, Wendell Rodricks launched his bed and bath linen collection for Bombay Dyeing. Called Wendell Whites, the collection (in designer’s signature white) is available in two ranges — Wendell Fern Forest with hints of floral pastels and Wendell Luxurie, inspired by the opulence of the Taj Mahal.

Linen line
Rodricks has already started working on his festive bed linen collection for the same brand. The designer reveals that it was Maureen Wadia (of Bombay Dyeing), who approached him to design a collection for the brand. “There’s been an encouraging response and I have already designed a festive collection for them in metallic white,” says Rodricks.

The designer isn’t too ambitious, but says if something interesting comes up, “why not?” Upcoming designer Amit GT is in talks with one of the high-end stores in Delhi to showcase his home furnishing line. “It will be called AGT Life and will be available in November,” says the young designer.