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Star couturier <keyword id="19970644" type="General" weightage="20" keywordseo="tarun-tahiliani" source="keywords">Tarun Tahiliani</keyword> is in the eye of the proverbial storm over his <keyword id="21239939" type="General" weightage="20" keywordseo="designs" source="keywords">designs</keyword> for the <keyword id="20287873" type="General" weightage="20" keywordseo="Indian-contingent" source="keywords">Indian contingent</keyword> at the opening ceremony of the Paris Olympic Games with epithets such as "pathetic" and "mediocre" being used to describe his creations. As the <keyword id="21679717" type="General" weightage="20" keywordseo="uniforms" source="keywords">uniforms</keyword> became a talking point on social media platforms and elsewhere too, several people also criticised the designs for becoming a promotion for <keyword id="22604764" type="General" weightage="20" keywordseo="Tasva" source="keywords" meta.keywordsubtype="org" meta.entityname="Tasva" meta.hostid="261" meta.entityid="Tasva">Tasva</keyword>, the collaborative label of <keyword id="22604763" type="General" weightage="20" keywordseo="Tahiliani" source="keywords">Tahiliani</keyword> and the <keyword id="19907441" type="General" weightage="20" keywordseo="Aditya-Birla-Group" source="keywords" meta.keywordsubtype="org" meta.entityname="Aditya Birla Group" meta.hostid="261" meta.entityid="Aditya Birla Group">Aditya Birla Group</keyword>. The men's attire, the classic kurta bundi silhouette, had panel detailing in the colours of the national flag, safari pockets, and rolled-up sleeves. The women's saris featured a pre-pleated design for convenience and ease of wear. Their borders featured the panelling in tricolour. They completed the look in gold brocade sneakers. What has not gone down well for some is the way brand logo has been incorporated prominently in the borders of the garments, the fabric used and the fits. Tahiliani's team said he was unavailable for comment when PTI reached out for a response. However, he defended himself in an interview with NDTV when he said he stood by his work and said the opening ceremony was not a couture show. "We wanted the team in the colours of the tricolour as most countries follow their flag and that was visible from afar. It would have been very easy for me to send them in zardozi vests. But it's not appropriate," Tahiliani said. He added that he and his team had only three weeks to prepare the costumes. "I can't weave handloom for 300 uniforms in that time. The shoes were brocade, brocade from Benares," he told NDTV. Tahiliani also slammed "armchair critics" who accused him of charging a heavy sum for crafting these designs. "This was paid for by Tasva. It was not done for a fee, it was done to support our athletes. Asking what I was paid for it just shows their mentality," he added. Among those criticising the designer, who made headlines of another sort entirely when he dressed American reality star Kim Kardashian for the Anant Ambani-Radhika Merchant wedding, was former badminton star Jwala Gutta. "The garments which was made for the Indian contingent participating in <keyword id="19933819" type="General" weightage="20" keywordseo="Olympics" source="keywords">Olympics</keyword> this time has been a huge disappointment!! (Especially when the designer was announced I had huge expectations) (sic)" she wrote, without mentioning Tahiliani's name. Gutta argued that not all women know how to wear a sari and that's why the designer should have crafted "pre draped" saris, which are a current trend. "The girls looked uncomfortable the blouse was of bad fit!! And second the colour and the print was so opposite of beautiful Indian!!! There was an opportunity for the designer to display the art of our culture through embroidery or hand paint!! "It was a work of absolute mediocrity and looked shabby!!! I really hope the sports family stops compromising on quality for our sportspersons looks on court and off court!!!! (sic)" Gutta wrote, posting photographs of herself from the 2016 Rio Olympics with fellow badminton players PV Sindhu, Ashwini Ponnappa and tennis star Rohan Bopanna. A user reshared her post and wrote: "Hello Tarun Tahiliani! I have seen better Sarees sold in Mumbai streets for Rs.200 than these ceremonial uniforms you've 'designed'. Cheap polyester like fabric, Ikat PRINT (!!!), tricolors thrown together with no imagination. Did you outsource it to an intern or come up with it in the last 3 minutes before the deadline? Such a disgrace to the rich weaving culture and history of India." There were others who were not too convinced either. Another user said designers for the Mongolia and Sri Lanka contingents did a better job dressing their teams. Others shared videos of the designs as reimagined by AI and wrote Tahiliani's design can be "easily replaced" by technology. One user said the kurtas were "creased", the blouse "poor fitting" and the sari was "not even white". "I don't know what Tarun Tahiliani was thinking while scribbling these pathetic uniforms, did our champions really bad. The women's saree look like 'before' shot in an Ujala Ad. While menswear, it's just looks a bit ..ringard if I may say in spirit of Paris! (sic)" commented another. According to Ashish Mukul, brand head, Tasva, the ceremonial attire for Team India is "crafted with a profound sense of national pride and an aim to balance tradition with modernity". In a statement, Mukul said the garments draw inspiration from the Indian flag, "symbolizing unity, and pride, which is one of the richest ways of representing India". He said the contemporary silhouettes, such as the Bundi jacket and pre-pleated sari, were carefully chosen to ensure "both comfort and functionality" for the athletes. "The fabrics, including cotton and viscose crepe, are selected for their practical and aesthetic qualities, as our athletes would be out in the open for almost 6 hours during the event. The use of Ikat-inspired prints and modern elements is a deliberate choice to reflect modern India. Our intention is to create an attire that represents India's rich heritage and ensure our athletes feel comfortable and confident," he added. Two-time Olympic medallist Sindhu, who was one of the flag bearers of the Indian contingent along with table tennis legend A Sharath Kamal, had posted a series of pictures on X ahead of Friday's ceremony. "Paris 2024, flag bearer-one of the greatest honors of my life to hold our country's flag in front of millions," she wrote.

Tarun Tahiliani at centre of controversy over "mediocre" designs for Indian contingent at Olympics

<ul><li><keyword id="12935747" type="General" weightage="100" keywordseo="tasva" source="Orion">Tasva</keyword>'s new film encourages men to feel free to express themselves in their true spirit, especially during their special day.</li><li>It is conceptualised by <keyword id="2805309" type="General" weightage="20" keywordseo="taproot-dentsu" source="Orion">Taproot Dentsu</keyword>.</li></ul>Tasva, a new men’s ethnic wear brand by <keyword id="2826" type="General" weightage="20" keywordseo="tarun-tahiliani" source="Orion">Tarun Tahiliani</keyword> &amp; <keyword id="44373" type="General" weightage="20" keywordseo="aditya-birla-group" source="Orion">Aditya Birla Group</keyword>, has launched a new campaign. The campaign, ‘Sada Mast Raho’, challenges the social code of conduct prescribed for the groom at his wedding. Be it his choice of clothes, mannerisms or body language, the film encourages men to feel free to express themselves in their true spirit, especially during their special day. For the record, Tarun Tahiliani is a prominent Indian fashion designer and is known for his ability to infuse Indian craftsmanship &amp; textile heritage with tailored silhouettes. Men’s fashion in India has come a long way owing to a plethora of boutique labels offering out-of-the-box and trendy looks, cuts and fits for men across western casual and formal wear. Today, there is ample choice for men to pick from and make a statement or express themselves through fashion. However, when it comes to ready-to-wear wedding wear, they are limited in style, fits and quality. Besides, in India, the choice of the groom’s outfit is often a consensus between his mother, sister or bride-to-be, if not more. Often the grooms find their style and taste compromised and their expression confined when it comes to their wedding. Therefore, the film is a war cry against this compromise and urges grooms to be themselves, more so on the most important day of their life. It showcases the typical ways a groom must behave in a function such as posing for photos, standing upright and looking like a royal mannequin, being traditional in greeting his elders and dressing a certain way that may not suit his personality. On the contrary, the Tasva groom is liberated from these chains of social codes and is true to his character. He is comfortable and expressive in his outfit and his skin. The film shows a scene from a typical wedding reception. The photographer is instructing the bride and groom to pose for the typical wedding album kind of photos. The groom dressed up gorgeously in a Tasva outfit watches his bride perplexed and guests getting bored. He blows a whistle and signals to the band to play something interesting. Thereafter he takes the wedding by storm. He dances, grooves, teases and mocks the rather serious codes and rituals that surround an Indian wedding. He joins the band and sings, “Fursat Na Dekho, Mahurat Na Dekho, Sada Mast Raho”. In the end, we see him take an uncle’s pagdi and climb atop an elephant and dance as the entire guests at the wedding join him in the gala party. <div type="Youtube" id="DKtulPhRayQ" title="Tasva - Sada Mast Raho Brand Film - 2 Minutes" thumbUrl="https://i.ytimg.com/vi/DKtulPhRayQ/mqdefault.jpg"></div> Speaking on the campaign, Tarun Tahiliani, Tasva, an <keyword id="12935749" type="General" weightage="20" keywordseo="aditya-birla-group-venture" source="Orion">Aditya Birla Group Venture</keyword> said, “The spirit of Tasva i.e 'the best of self' can not be expressed in jaded, forced portraits but must be expressed in the current possibilities - of movement, freedom and self-expression. The film beautifully captures this in the digital age. And our garments are also young, tailored, sculpted but designed for fit and movement - a light, cool breeze - Sada Mast Raho.” <keyword id="2959989" type="General" weightage="20" keywordseo="titus-upputuru" source="Orion">Titus Upputuru</keyword>, Creative Head, Taproot Dentsu Gurgaon added, “When you see the advertising in this segment, it all seems rather serious. The way a man poses after wearing traditional Indian wear, it seems like he is on to saving the world. He is standing upright and has this piercing look into the camera. Also when it comes to weddings, ‘sada sukhi raho’, ‘sada suhagan raho’ (to the bride), etc. are the usual blessings that are given. We said let’s change the conversation because the young men who have marriage on their minds aren’t suddenly turning into these very serious men. It is their big day and they still want to have a good time. That’s why we wrote ‘Sada Mast Raho’. It was wonderful to partner Tarun Tahiliani. I love his sensibilities and the finesse that he has brought into the garment is pure genius.” Abhinav Kaushik, Head, Taproot Dentsu Gurgaon commented, “Men today have very clear preferences with respect to their attire and are using self-grooming and dressing as means to express their true personalities. But when it comes to Indian wear, they are somewhat at a loss due to lack of options, unlike in western wear. With Tasva, we aim to widen their range of choices and encourage that natural self-expression and exuberance even in Indian wear. This campaign is an absolutely refreshing way to break the seriousness that comes with ethnic wear.”

Aditya Birla Group's Tasva challenges the social code of conduct prescribed for the groom at his wedding

<keyword id="3378227" type="General" weightage="20" keywordseo="aditya-birla-fashion-and-retail" source="Orion">Aditya Birla Fashion and Retail</keyword> Limited (ABFRL), India's leading fashion company, today announced a partnership with Christian Louboutin, one of the world's most famous <keyword id="19734234" type="General" weightage="20" keywordseo="shoe-designers" source="Orion">shoe designers</keyword> known for his high-end <keyword id="23820" type="General" weightage="20" keywordseo="footwear" source="Orion">footwear</keyword> and iconic soles. This joint venture envisages the transfer of the current Indian business into a newly incorporated subsidiary of ABFRL where the partners will hold equal stake. Founded in 1991 in the heart of Paris, Christian Louboutin is one of the leading names in global luxury, world famous for its signature red sole shoes. Christian Louboutin has successfully diversified its business into men's footwear, <keyword id="939668" type="General" weightage="20" keywordseo="leather-goods" source="Orion">leather goods</keyword> &amp; <keyword id="23964" type="General" weightage="20" keywordseo="accessories" source="Orion">accessories</keyword>, beauty and kids. Christian Louboutin has established its retail presence in over 30 countries. "We are excited to partner with ABFRL's team and look forward to working with them to manage and develop the business in India which is an extremely important market for us," commented Alexis Mourot, Christian Louboutin's Group CEO. Ashish Dikshit, Managing Director, Aditya Birla Fashion and Retail Limited commented, "We are thrilled to announce our strategic alliance with Christian Louboutin, a true icon in luxury footwear. This partnership reflects our commitment to offering our discerning customers the very best in elegance and style. It also exemplifies our ambition to develop and shape the future of the luxury market in India." "We are excited to welcome Christian Louboutin into the ABFRL family and building a strong platform for the brand in India. The brand's distinctive style and craftsmanship appeals to a discerning Indian audience that is growing rapidly," Sathyajit Radhakrishnan, CEO of International Business, Aditya Birla Fashion and Retail Limited. Christian Louboutin established his business in the heart of Paris in 1991, first with a collection for Women followed by a Men's collection a few years later, both recognizable by the signature red lacquered sole. 2014 welcomed Christian Louboutin Beaute, while in, 2022 the House launched new categories dedicated to Kids and Pets. With a prolific collection of shoes, leather goods and accessories, Christian Louboutin now counts more than 150 points of sales around the world. ABFRL is part of a leading Indian conglomerate, The Aditya Birla Group. With revenue of Rs. 12,418 Cr. spanning retail space of 10.8 million sq. ft. (as on March 31, 2023), it is India's first billion dollar pure-play fashion powerhouse with an elegant bouquet of leading fashion brands and retail formats. The Company has a network of 3,977 stores across approximately 33,535 multi-brand outlets with 6,723 point of sales in department stores across India (as on 31st March 2023). It has a repertoire of India's largest brands in Louis Philippe, Van Heusen, Allen Solly and Peter England, established over 25 years. Pantaloons is one of India's leading fashion retailer. The Company's international Brands portfolio includes - The Collective, Amongst India's largest multi-brand retailers of international brands and has long term exclusive partnerships with select brands such as Ralph Lauren, Hackett London, Ted Baker, Fred Perry, Forever 21, American Eagle, Reebok and Galeries Lafayette. Van Heusen Innerwear, Athleisure and Active wear is establishing itself as India's most innovative and fashionable brand. The Company's foray into branded ethnic wear business includes brands such as Jaypore, Tasva &amp; Marigold Lane. The company has strategic partnerships with Designers 'Shantnu &amp; Nikhil', 'Tarun Tahiliani', 'Sabyasachi' and 'House of Masaba'. In addition, to cater to the needs of digitally native consumers, ABFRL is building a portfolio of Digital-first brands under its technology led 'House of D2C Brands' venture TMRW. TMRW is on a path to building a portfolio of Digital First brands in partnership with founders of emerging brands in the E-Commerce market. With a focus on Fashion &amp; Lifestyle categories, TMRW is building a portfolio of the most loved consumer brands that tap into the significant growth potential in India and globally.

Christian Louboutin Announces a Joint Venture Partnership in India with Aditya Birla Fashion and Retail Limited

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Tarun Tahiliani at centre of controversy over "mediocre" designs for Indian contingent at Olympics

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Aditya Birla Group's Tasva challenges the social code of conduct prescribed for the groom at his wedding

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Christian Louboutin Announces a Joint Venture Partnership in India with Aditya Birla Fashion and Retail Limited

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