We're beginning to think that Sabyasachi might just have the Midas touch because the past couple of weeks have been gold-plated, to say the least. The Indian designer and couturier is one of the most prestigious creative names on the planet whose influence extends beyond fashion. So when Starbucks announced a collaboration with Sabyasachi which supported the cause of Educate Girls, we just knew it was going to make headlines. Sabyasachi's previous brand collaborations with the likes of H&M have sold out in mere minutes so you could only imagine that almost everybody would love to add his coveted merchandise to their mornings. Sabyasachi has also been in the news for designing Ranbir Kapoor and Alia Bhatt's wedding outfits for their ceremony which took place last week. NDTV Swirlster spoke to Sabyasachi on his design philosophy and paying homage to Bengal through the collaboration. We also caught up with Sushant Dash, CEO of Tata Starbucks on what brought the brands together.
NDTV Swirlster: Tell us about the cause behind your collaboration?
Sabyasachi Mukherjee: A collaboration like this offers us a chance to share both our platforms to support and help amplify the wonderful work being done by Educate India. I hope their work with empowering girls in India, spreads far and wide!
NDTV Swirlster: Why was Sabyasachi the right choice to collaborate with for this collection?
Sushant Dash: At Tata Starbucks, we are always scouting for partners and opportunities which catalyze humane connections with our consumers. Sabyasachi was a natural fit for this collaboration as we resonate with a sense of purpose, are loved by our consumers and stand for the hallmark of quality in our respective fields. Not only was this an opportunity to design some beautiful merchandise for the two iconic brands but also to partner to be a force for good.
NDTV Swirlster: Coming from primarily the world of fashion and design, why did collaborating with Starbucks feel natural for you?
Sabyasachi Mukherjee: The most important thing is that we like to collaborate with like-minded brands where both philosophy and values align. What can be more beloved or iconic than Starbucks! Personally, I'm also a big fan of Starbucks; we go back a long way even if they don't know it. Back in the day as a young designer figuring my way and brand out in New York, my day would begin at Starbucks. But what I love most about this particular collaboration is that it goes beyond the merchandise. We have come together to support and amplify Educate Girls and the incredible work they do and educating the girl child is a cause very close to my heart.
NDTV Swirlster: What signature Sabyasachi elements have you infused by way of the Starbucks merchandise?
Sabyasachi Mukherjee: Their coffee mugs and tumblers are probably the most iconic merchandise because they are linked so directly to coffee culture. For me, I wanted to celebrate the iconic. The Sabyasachi Art Foundation has always played a significant role in our collaborations and I wanted to also pay homage to Bengal through the Sundarbans and its natural flora and fauna. I'm very proud of my Bengal roots. I thought that it would be nice to be able to showcase the skills of the Art Foundation and render it on the most iconic merchandise of Starbucks. I think when two strong, distinctive forces come together, we should come together to celebrate our very best. So we paired their mugs and tumblers with our signature interpretation of Toile de Jouy and created something that already has a strong visual connection to celebrate the heart of both our brands.
NDTV Swirlster: What does this collection signify for Starbucks and what is the thought behind it?
Sushant Dash: Honoring both Starbucks' and Sabyasachi's commitment to offering a world-class service, this collaboration brings together our profound heritage, aspirational values, and our longing to give a large number of customers the unique opportunity to experience two of their loved brands together. What makes it all the more special is that each brings a strong sense of purpose, giving that opportunity to our joint customer base to actively participate and support Starbucks' bigger mission for change.Comments