Sabyasachi Mukherjee sees customers become more discerning, diversity more important due to pandemic

By

Isabelle Crossley

Published
Nov 24, 2020

Traditional wear designer Sabyasachi Mukherjee has seen the pandemic speed up change in the fashion industry, with an increased importance placed on diversity and product value.

 
“While fashion was navigating a dramatically shifting landscape before the pandemic, the changes we’re seeing have certainly accelerated as a result of the current crisis,” Mukherjee told Elle India in an interview.

“The most forward-thinking companies will plan beyond stop-gap measures like switching to e-commerce. Of course, e-commerce will be an increasingly important channel to invest in, but the real change happening is a change in the consumer’s attitude. It feels a bit like an awakening.”

“Suddenly, we’ve all been reminded of the finitude of our time and energy; of those things that give us joy, and those that do not,” continued Mukherjee.

“I believe this will all distil down, in the consumer’s mind, to one notion: value... Consumers are getting smarter. Savvier. And now more than ever, brands will need to defend their pricing and value proposition against the scrutiny of a more mindful and informed consumer.”
 
Sabyasachi Mukherjee recently launched the latest instalment for his ‘Heritage Bridal’ collection, featuring an array of classic red lehengas. The campaign for the collection features a wide array of models, which have been starring in the brand’s campaigns this year. Although Mukherjee’s choice to add more diversity to his campaigns has been met with a little criticism on social media, the majority of comments on his brand’s Facebook page are overwhelmingly positive.
 
“In fashion, we have the reach to influence society as much as – if not more than – society influences us,” said Mukherjee.

“I envision an India that is more tolerant, more celebratory of what makes us different, and more aware of what binds us together. This is the future of India, and this is the future of fashion.”