Almost 2 years into the times of COVID-19, we're aware of how greatly the world has changed around us. The fashion sphere as well! The focus shifted from mass purchasing to more conscious consumption and designer wear, which otherwise burned a hole in the pocket, even became more affordable. In the Indian scenario, RIVER is a designer label launched by Amazon Fashion which fit the bill. Backed by the very best of Indian fashion designers from JJ Valaya to Ashish Soni, RIVER celebrates amazing style that's right on trend and doesn't happen to pinch the purse strings either. NDTV Swirlster spoke to Suneet Varma and Namrata Joshipura on what's coming up for them and how fashion has changed drastically during the pandemic.
NDTV Swirlster: Your thoughts on how the pandemic has affected designer shopping?
Suneet Varma: We have now started talking about sustainability, climate change and slow fashion. I actually took the bull by the horns. Within the two years of pandemic I did various fashion weeks, so for me it's very important to not have slow down the process and developments and not sit back and wait for the pandemic to end. Therefore, I decided to not let the pandemic beat me. The biggest learning is you must stay upbeat and be able to do things without having to hinder.
NDTV Swirlster: How is Season 2 for RIVER different from Season 1?
Suneet Varma: My collection for Amazon Fashion's RIVER Season 2, christened 50 Shades of Happiness is inspired by the mysticism and splendor of the Valley of Flowers. The collection of statement sarees brings to life a magical world of fantasy and dramatic storytelling. It is defined by a mix of modernity, bright and happy colours, high-octane shimmer, abstracts and floral stand-out pieces for special occasions and everyday wear. I wanted to so something that is cool and chic, therefore we got beautiful floral prints. People have been staying inside and now I think they need to celebrate the outside and therefore the Valley of Flowers.
NDTV Swirlster: What kind of a collection are we going to see this season?
Namrata Joshipura: I am excited to be a apart of RIVER Season 2 this year. With a global aesthetic, unique artisanal detailing and flattering contemporary silhouettes, my collection for Amazon Fashion's RIVER Season 2, Freya, is defined by the innovative use of colour, contrasted with stand-out embellishments and high-fashion cuts. A sophisticated look at grown-up glamour, the collection is defined by elevated every day and special going-out looks with a focus on artistic floral prints, intricate embroidery and bold colour palette, accentuated with disco-inspired metallics. Prints and florals in particular are my go-to vibe. Level up your evening game with these contemporary outfits.
NDTV Swirlster: What are your influences for River Season 2?
Suneet Varma: My collection for Amazon Fashion's RIVER Season 2, christened '50 Shades of Happiness', is inspired by the mysticism and splendor of the Valley of Flowers. The collection of statement sarees brings to life a magical world of fantasy and dramatic storytelling. It is defined by a mix of modernity, bright happy colours, high-octane shimmer, abstracts and floral stand-out pieces for special occasions and everyday wear. For me happiness lies in the joy of achievement, and the very force of creative energy. I am drawn to brightly-coloured children's books, stories from other long-forgotten times, dramatic storytelling and this is what my couture always celebrates - happiness.
NDTV Swirlster: How has RIVER changed the concept of designer fashion becoming affordable without compromise?
Suneet Varma: I am honestly thrilled that I'm able to do a collection that is so affordable. On my own, I have tried it in the past I've never been able to do it because you need a wide reach in terms of manufacturing, production, marketing, promotion, retail, etc., and all of that is very beautifully and easily systemized at Amazon. I could have done this with other people as well or by myself, but I think with Amazon it brings another level of professionalism, so it's been a wonderful experience for me.