“For me fashion is like a bridge between the past and present”
There is something about this season of warmth, lights, festivals and weddings that lends itself quite naturally to the impulse of wanting to look good. And somehow, the appeal of all other styles pales before the sophistication and elegance of traditional, ethnic wear in this season.
Saif Ali Khan for one, could not agree more. The chhote nawab of Bollywood cannot wait for millions of young Indian men and women to wear the rich cultural heritage of the past on their sleeves – and quite literally so. The actor, in partnership with Myntra and Exceed Entertainment, has launched his ethnic wear clothing brand House of Pataudi.
An extension of the Pataudi lineage, and the strong sense of culture and tradition that it reflects, the brand stands very close to Saif’s heart. In an interview with CNBC Young Turks, he talks about how he has always wanted to take the creative route when it comes to fashion and clothes, and House of Pataudi is an expression of that very desire.
“Fashion for me is to draw upon the past, the family history and generally an era gone by in terms of taste and beauty, and make that modern and accessible to people. In a way it is like a bridge between the past and the present,” says Saif Ali Khan about his latest venture.
Each piece in the collection narrates the happy union of heritage with contemporary style. The collection comprises of traditional Indian wear, conceptualized in the form of Rozana, every day wear with a contemporary ethnic touch; Jashn, festive finery with a regal charm; Riwayat, bespoke splendour for the classic Indian wedding; and a Special Edition, with collections inspired by the Pataudi trousseau. The discerning and fashion conscious men have kurtas, sherwanis and Nehru jackets to choose from, while women can cherry-pick between kurta sets, lehengas and dresses.
While the festive and the upcoming wedding season is a perfect opportunity for fashionistas to debut their House of Pataudi range, the brand is focused on changing the perception that ethnic dressing is limited only to festivals and occasions, and wants to bring it back to every day wear. No matter which way the consumer taste swings, they stand to gain a lot in terms of quality fashion. “If I am going to give my family name to the brand, I would also like to guarantee a certain style and quality to it – something I would wear myself,” assures Saif.