Fashion That Is All About You
In a recent interview with Deepika Padukone and Ananth Narayanan, Shruti Mishra of CNBC TV18 introduced the famous Bollywood actor and owner of her own clothing line, All About You, and the CEO of Myntra and Jabong, as business partners who are as different as chalk and cheese. Well, this stands to reason since Deepika comes from a creative background and Ananth from a management one.
However, what brings the two together is the zest to make fashion accessible to a large number of people and empower them by making them believe that fashion is but an extension of their personality. As Deepika puts it, “It really is all about you; your mood, your body; your personality.”
Deepika, who has been deeply influenced by her mother’s simple, elegant yet relatable style, has always been passionate about making this kind of style accessible to others young girls. What better way to do that than start All About You? For her, the brand is an extension of her own style and a way of giving expression to the girl in her. From deciding the soft and light fabrics used for the clothes, to choosing laces, florals and pastels, and making sure that comfort is at the core of the brand, she is closely involved in the creative process of developing the clothing line.
And by her own admission, she is now much better at understanding the business aspect of running a brand of her own than she was two years ago.
One of the most unique things about All About You is that it is one of the rare private brands in the country that is offering both Indian and Western style clothing at the same time. According to Ananth, Myntra decided to try something new by doing this and it has worked well so far.
The brand has also been scaling really well, by growing 150% Y-O-Y. It does not come as a surprise that it is one of the top five women’s wear brand on Myntra and one of the top ten on Jabong, where it recently became available.
In the interview, Deepika and Ananth talk about future plans for the brand and for Myntra. While Myntra is looking to turn profitable through constant innovation on all metrics, All About You is playing to its own strength by calling out to all young women to express themselves in exactly the way they want. As Deepika says, “It’s important to understand your uniqueness and make that your strength. As long as you know what you have to do, everything else is irrelevant.”