September 22, 2020 Asmita Aggarwal

Jewel in the sand

Two stores, wedding design, a jewellery line and home decor, the Peacocks are on a roll, and they didn’t let the pandemic dampen their spirits, as they celebrate glam with Jaipur’s magnificence

By Asmita Aggarwal

It is said, the true test of character lies in the way we respond and not react to life’s many afflictions that often cross our paths; the husband-wife team of Falguni-Shane Peacock in this regard, have not let fear govern their onward movement, rather it has become a metaphor of transformation—- both external and internal.

The label known for its unapologetic glamour and unadulterated shine, is now looking forward to “growing”. “We are doing a lot of work internationally, which includes launching our prêt overseas. In India, we are going to open the store at Kala Ghoda, Mumbai. We also have another couture and pret store coming up in Hyderabad in 2021. The Hyderabad store was to open this year, due to the pandemic, we are taking things slow, and have pushed it for next year,” says Falguni.

Apart from expansion, they are also planning on venturing into home spaces, luxury gifting, and designing weddings. What will remain their most ambitious project is designing a jewellery line. “As designers, we are looking forward to getting as creative as possible to make all things on our vision board come true,” she adds.

From Paris Hilton to MET Gala dressing, the duo has learnt that red carpet will not see a resurrection anytime soon, thus, the impasse of the last five months has made them strategic about their expenditures. “Earlier, we would be lenient and not resort to trimming the unnecessary spending. But now, we are more cautious about spending in each of our departments, be it advertisings, photoshoots, or even making products just for the sake of it. We have slowed down our production, and are making just as much as is required and necessary,” they explain.

Most of the lockdown was spent working on key elements of the brand that needed restructuring. From logos, wallpapers, prints, they ended up readying things for the next five years as they had ample time to sketch, design, and think and plan about marketing, expansion. In keeping with the need of the hour, they bettered online features such as virtual styling, by making it easier and accessible.

“With occasions now getting smaller and people indulging in intimate, but multiple functions, a bride wants to put her money in creating something grand. She is not looking for an expensive ensemble. She is more cautious about her spending, and wants to buy something special for each of the occasions, but by spending less,” she explains.

This year, for ICW, in association with HT, their line titled, ‘Épouse-Moi à Jaipur’ (Marry Me in Jaipur) finds roots in the Pink City. “We shot our fashion film at the beautiful St. Regis hotel in Mumbai. Weddings in India are synonymous with luxurious, five-star property dos. Since our collection is all about bridal couture, we wanted to create a glimpse of an opulent, dream-like wedding by filming it at one of the most sought-after locations for weddings in Mumbai,” she exclaims.

Asymmetrical layers, feathers, chevron patterns to crystals, there is never a monotonous hue, featuring in their line, which is dominated by vibrant reds to blush pinks and emerald greens. The royal entourage and its accompanying animals are well represented in the line, along with a tribute to the havelis and luxuriant architecture revelling in heritage and decadence.  “As a brand, our strategy is being more innovative to offer customers something unique and memorable, be it in terms of products or experience,” she says.

With online the new cool, Falguni believes going digital definitely increases the accessibility as almost everything is now a few clicks away. “But certain things can never be translated digitally. Like the whole feel of dressing up and going to a fashion show is quite different. That said, we need to adapt to the times, and we need to make the best of it,” she ruminates.

With many designers going for season-less clothing and largely not looking at trend templates or colour forecasts, the duo believes, it may work for cities like Mumbai, as there are no seasons here, per se. But in Delhi, people do adhere to fashion seasons. “Having capsule collections for couture is a possibility, but not for pret. A smaller, exclusive couture collection can work out well, whereas for prêt wear and diffusion wear, it is not feasible,” she concludes.

Tagged: , , , ,

Leave a Reply

Fashion Design Council of India