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<ul><li>On Business Insider’s Global Trends Festival, Fashion Designer <keyword id="8264" type="COMPANY" weightage="20" keywordseo="Sabyasachi">Sabyasachi</keyword> spoke about the future of fashion, how brands can help Indians feel proud of their culture, and what luxury means in India. </li><li>He also shared why consumers continue to buy expensive clothes from a luxury brand in a price-sensitive market like India. </li></ul>Over the years, Sabyasachi has built a brand that is truly Indian at heart and global at scale. Women who do dream of getting married often aspire to be a ‘Sabyasachi bride,’ a term coined by this legendary designer’s fans. Sabya, as he is popularly known, bootstrapped his business with a small capital of Rs 12,000, which was borrowed from his sister and today, his company has an annual turnover of $11 million. His journey is a testament to the fact that successful businesses are built on the pillars of perseverance and perspective. He was quick to realise that money isn't the only important thing when it comes to building a successful brand. Sabya shared, “Gone are the days when you could create a luxury brand just by the virtue of money. If that would have been the case, I would not have been a successful businessman at all because I started my own business with a capital of Rs 12,000. What I realised very early on was that to build a successful luxurious brand, you need to have a little bit of a cultural stand and a unique voice. At the end of the day, people need to look up to you.” Sabya climbed his way to the top on his own. He fought with his father, who wanted to see him become an engineer, to join National Institute of Fashion Technology (NIFT). His father also denied to fund his studies, so he sold his books to buy an application form for NIFT and got in. It was his determination and passion for fashion and craftsmanship that pushed him to do better and pull all-nighters. It was also this outsider perspective that helped Sabya envision a brand that offered both luxury and dignity. He said, “At one point in Kolkata, I saw a lot of luxury, exuberance and lavishness, and I also saw poverty and restraint. But what they both had in common was dignity. One of the reasons why I have been able to build a luxury brand is because I am detached. I look at luxury from an outsider perspective. For me, luxury is everything to do with refinement, restraint, dignity and value. So, to build a brand that is successful, it is important to have perspective.” Sabya turned the tide in his favour and built a niche, luxurious brand in a hyper-price-sensitive market. But what does luxury really mean to Sabya? “Luxury cannot be created from the point of subjugation. It needs to be created from a point of cultural relevance. In fashion, the ability to express yourself and to stand for who you are, is the definition of luxury,” answered Sabya. Bringing pride back for Indian culture Indian fashion practices, which have traditionally been influenced by cultural habits, have witnessed a gradual transition and have begun to align themselves to global trends. With this, Indians have adapted both, the colonial language and the fashion sense. Traditional wear is often remembered for festivals and celebratory occasions. So, with brand Sabyasachi, Sabya’s aim was also to instil national pride in our culture and its roots. Explaining why luxury is a reflection of one’s cultural identity, he said, “When I started my business in India, I realised that a lot of Indians were not proud of their cultural heritage. We had been colonised for a very long time and there was a colonial hangover that was expressed in Indian clothes. So, luxury is about self expression, comfort and about coming home to who you really are. In fashion, luxury is about your cultural identity, which is best expressed in India through exquisite craftsmanship.” Sabya, who is also surprisingly slightly colour-blind, is known for his perfection. He is seen as a businessman whose focus is on customers. Everytime he works on a collection, he trusts his intuition. Before the final draft reaches the edit table, he sits with an editing scissor and asks himself, “Why is it that the customer will buy this product?” The final draft is sent to the edit table once he feels confident about his design and has trust in its uniqueness. “I have always been guided by the two principles that the Indian customers are looking for: a sense of longevity and investment in products which can be very transient. With COVID, this sense has amplified because people want to buy things that are luxurious but they want the option to use it everyday,” said Sabya. Sabya also keeps the environment in mind while working on his products and wants to put a pause on fast-fashion trends. “At Sabyasachi, we do the exact opposite of fast fashion. We do the same kind of clothes over and over again because I want people to buy things that are timeless and give them a certain sense of identity. Similarly, when I do ready-to-wear, I would actually do classic products that people can use again and again. You see the harms of fast fashion because everything goes into landfills. Today you have to be conscious about how your business is creating carbon footprints and I would never do any kind of business that could harm the planet. I’d like to create a product that people have a relationship with. I would not want to create a product that they would discard seasonally, that’s not in my DNA.” However, Sabyasachi is an expensive brand that not everyone can afford. Sabya was once asked by Bollywood Actor Boman Irani in a television show if his ‘brand has customers or just fans’. But Sabya believes that its quality and value supersedes its expense. He said, “Why is it that the customer comes back to you again and again? It is because expense and value are two different parameters. As a customer, when I buy something I don’t look at the price, I look at the value the product offers. I want my customers to feel the same way. I want to offer them the best thing, irrespective of the price and I don’t want them to feel cheated that they have paid more than the value being offered.” If Indian consumers do want value products, why aren’t there many brands in the luxury landscape? Explaining the reason behind this gap, Sabya said, “The reason why India doesn’t have too many luxury brands is because everybody gets too corporatised. When you are working as a corporate, you are just doing a job. When you own a business, it is your little child and you want it to grow and do better everyday. For those who want to build a luxury brand, everyday is a battle -- not with anyone else but yourself -- you lead through inspired leadership and you just want to strive to make things better. What is perfect for everyone else might be imperfect for you and you have to be open-minded and need that humility to make something wonderful, better." Brands of the future Post COVID, Sabya thinks that the world needs to celebrate exuberance a lot more because our time in this world is finite. So, as customers become more cautious about where they put their money, brands need to offer an authentic experience and beautiful story-telling. And while they are at it, brands that help community as well, will become the brands of the future.

Here's Sabyasachi's journey of starting a brand with Rs 12,000 to becoming every Indian bride's dream

<ul class="summary-list"><li>Women on <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword> often go viral for filming themselves in their <keyword id="11895720" type="UNKNOWN" weightage="60" keywordseo="wedding-dresses" source="Orion">wedding dresses</keyword>.</li><li>Insider spoke to brides who received millions of views sharing the stories behind their outfits.</li></ul>When 34-year-old <a href="https://www.tiktok.com/@jenntonic_">Jennifer McCann</a> got married in September 2021, she decided to make her own <keyword id="11896825" type="UNKNOWN" weightage="60" keywordseo="wedding" source="Orion">wedding</keyword> dress with the sewing machine her father taught her how to use when she was a little girl. McCann struggled to find a dress that she really loved in stores, so she bought a white corset, dyed it brown to match her skin tone, and added appliques, lace, and other materials to make it her own. <div type="image" title="A picture of Jennifer McCan and her husband." height="826" width="826" msid="90545698" hostid="261"></div>When she posted a <a href="https://www.tiktok.com/@jenntonic_/video/7010086507092446469?is_copy_url=1&amp;is_from_webapp=v1">TikTok showing clips</a> of the process, it received over 6 million views.On TikTok, videos about weddings <a href="https://www.insider.com/bride-viral-tiktok-pink-suit-zara-germany-wedding-dress-2022-2">often</a> <a href="https://www.insider.com/tiktok-bride-biggest-wedding-dress-regret-2021-11">go</a> <a href="https://www.insider.com/tiktok-brides-wedding-attended-by-priests-dog-walking-group-2022-3?inline-endstory-related-recommendations=">viral</a> and get positive responses. Videos that use the hashtag "Wedding dress" have received a total of 5.1 billion views, and videos using the hashtag "wedding" have amassed more than 49 billion views on the app.One of the most popular wedding video formats on the platform involves brides sharing a wedding dress that is "unique" and that people haven't seen before, especially as so many people share footage of their weddings on the platform.Insider spoke to three brides who went viral on TikTok because their wedding dresses were praised for being different and special. They explained that going viral for your wedding dress can add even more positivity to the day, allowing their self-expression and creativity to be appreciated by people all over the world.In one case, it even salvaged the memory of the wedding for a bride going through a hard time.<h2>The three women think their dresses went viral for having a story viewers found to be unusual</h2>McCann uploaded her <a href="https://www.tiktok.com/@jenntonic_/video/7010086507092446469?is_copy_url=1&amp;is_from_webapp=v1">TikTok</a> about making her own dress on September 9, 2021, telling Insider she wanted to encourage anyone looking for dress inspiration on TikTok, giving them a "boost of confidence to make theirs" as well.<div type="image" title="A picture of McCann's wedding dress on the mannequin" height="3023" width="3023" msid="90545699" hostid="261"></div>She said she thinks it got so many views because, "It's so rare to see someone who takes on such a massive task such as making their own wedding dress." The video also showed the "whole process and the missteps," such as the moment McCann accidentally turned her corset green instead of brown, which she said she thought made people more interested in watching the TikTok. "Everyone loves a 'trust the process' moment." Mayura Kulkarni Tripathi, who is based in Detroit, also posted a wedding outfit video that went viral. Hers <a href="https://www.tiktok.com/@pnpmayura/video/6992924107998317830?referer_url=https%3A%2F%2Fwww.insider.com%2F&amp;referer_video_id=6992924107998317830&amp;refer=embed">showcased the six different outfits</a> she wore to her Hindu-Indian wedding. Each of the first five dresses was for a different Hindu ceremony that made up the week-long wedding, and the sixth dress was a more modern style lehenga, which is a skirt outfit worn at South Asian celebrations, for the reception. <div type="image" title="Tripathi in a red lehenga on her wedding day." height="4032" width="3024" msid="90545700" hostid="261"></div>Tripathi, 26, told Insider she thinks her TikTok, which has 1.3 million views, received a lot of attention from American viewers who "have not been to a Hindu-Indian wedding."She said that "seeing the various outfits and ceremonies was definitely something different," for these viewers. Many commenters on the video said they were impressed by how beautiful her Indian wedding looked. <a href="https://www.tiktok.com/@bellatropeano">Isabella Rapp</a> from Palm Beach, Florida received 2.1 million views on a <a href="https://www.tiktok.com/@bellatropeano/video/7012658118643551494?is_copy_url=1&amp;is_from_webapp=v1">TikTok</a> where she showed herself wearing the same wedding dress that her mother got married in 31 years ago. "My mom preserved it hoping one day her daughter might wear it," she told Insider, adding, "When I got engaged we opened the box to have a fun try-on session and I immediately knew it was the one." <div type="image" title="A picture of Isabella in the dress next to her mum" height="7782" width="5191" msid="90545701" hostid="261"></div>Rapp kept all the original details on the dress, including pearls and lace that were imported from France, but also added a sleeker neckline and lining to give it a modern touch. Commenters on the video were stunned by the "timeless" dress and the fact it was also worn by Rapp's mother. Rapp told Insider that while today's wedding dress market is all about "labels and designers," it is so "rare it was to see a bride wearing their mom's dress," so she decided to showcase the outfit to her 14,000 TikTok followers. <div type="image" title="A photo of Rapp's mother from her wedding." height="2282" width="1284" msid="90545702" hostid="261"></div><h2>The positive feedback helped make their weddings feel even more special </h2>Rapp, who typically posts <a href="https://www.tiktok.com/@bellatropeano">lifestyle and beauty tips on TikTok</a>, said, "as a creator, it's always a dream for your content to go viral, but especially so when it's something so special to you, like your wedding day!" She added, "Social media can be filled with so many opinions and I think I was just so happy to see so much positivity and love for the dress." Tripathi also told Insider it felt nice to receive so much appreciation for her dress and also her <keyword id="11899151" type="UNKNOWN" weightage="100" keywordseo="culture" source="Orion">culture</keyword>, "As a bride, we spend so many days and hours picking the perfect outfit. It was exciting to see so many people love the styles I picked, and I also loved that I could showcase my background to so many people."<div type="image" title="Tripathi wearing a green lehenga" height="3032" width="3024" msid="90545703" hostid="261"></div><h2>For one bride, going viral on TikTok helped her overcome a difficult time</h2>After McCann's wedding day, the bride said she "sunk into a depression" after having an argument with her maid of honor."I couldn't even look at wedding footage without feeling really down and sad about the whole event. I was also very critical of my dress. I could just see all the mistakes and things that I could have tweaked," she said.However, when her video went viral and she received so much positive feedback, she told Insider she was "able to reclaim the narrative and see the wedding in a more positive light." "It helped bring me out of a dark place and I'm extremely grateful for that," she said. <a href="https://www.insider.com/culture">For more stories like this, check out coverage from Insider's Digital Culture team here.</a>

3 brides who went viral for the 'unique' stories behind their wedding dresses explain how it changed their experience of getting married

The New Year is right upon us and it’s time to explore the new ware right off the fashion runways. Of course, the best fashion advice one can dole out is ‘wear what you feel comfortable in.’ But in order to make a <keyword id="33602" type="UNKNOWN" weightage="100" keywordseo="style-statement">style statement</keyword> in 2014, keeping track of the latest trends is a must-do. If you are keen to know what’s going to rule the ramp and ideally, your <keyword id="24643" type="UNKNOWN" weightage="100" keywordseo="wardrobe">wardrobe</keyword>, here’s a dekko at what’s hot, what’s not, what’s gonna sizzle and what will fizzle out in this year’s fashion circuit. Happy trend hunting! 
 
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3. Top talk <keyword id="1857692" type="UNKNOWN" weightage="100" keywordseo="crop-tops">Crop tops</keyword> will make it real big in 2014. Dare to bare this year in these chic and sexy mid-riff revealing, trendy crop tops. <keyword id="2003154" type="UNKNOWN" weightage="100" keywordseo="Bolero-tops">Bolero tops</keyword> in various lengths, especially with asymmetric hemlines, will be a <keyword id="759680" type="UNKNOWN" weightage="100" keywordseo="Hot-Fashion">hot fashion</keyword> statement. <keyword id="2003155" type="UNKNOWN" weightage="100" keywordseo="Boxy-tops">Boxy tops</keyword>, <keyword id="2003157" type="UNKNOWN" weightage="100" keywordseo="Boy-jackets">boy jackets</keyword> and <keyword id="2003158" type="UNKNOWN" weightage="100" keywordseo="Bra-tops">bra tops</keyword> will be hot fav among the daring lot. 
 
4. Anarkali out 
The layered-and-flared anarkali suits, so fervently embraced by all Indian women when it comes to ethnic looks, will take a back seat this year. Instead, well-fitted kurtas and <keyword id="2003162" type="UNKNOWN" weightage="100" keywordseo="Straight-silhouettes">straight silhouettes</keyword> that cut down on volume will take over the fashion scene. 
 
5. <keyword id="2003166" type="UNKNOWN" weightage="100" keywordseo="Saree-style">Saree style</keyword> 
Heavily embroidered and cumbersome sarees are out this season and will be replaced by pre-stitched drapes in textured fabrics, especially the pallu. Ditch the traditional <keyword id="1297109" type="UNKNOWN" weightage="100" keywordseo="body-suit">body suit</keyword> and sport a T-shirt/shirt underneath to bring in a sexy twist. Some of the mainstream designers who are busy popularising this fad are <keyword id="7202" type="PERSON" weightage="80" keywordseo="Sabyasachi-Mukherjee">Sabyasachi Mukherjee</keyword>, <keyword id="26688" type="COMPANY" weightage="80" keywordseo="Masaba">Masaba</keyword> and <keyword id="202296" type="PERSON" weightage="100" keywordseo="Payal-Khandwala">Payal Khandwala</keyword>. 
 
6. Go beyond the ‘mini’ Not comfy flaunting that tiny mini? Good news is that knee-length skirts will become a rage this year. Slim ‘n’ sexy <keyword id="1780043" type="UNKNOWN" weightage="100" keywordseo="pencil-skirts">pencil skirts</keyword> will keep getting attention and ankle-length skirts will rise high on popularity charts. Something that’s longer than a <keyword id="357735" type="TECHNOLOGY" weightage="100" keywordseo="MIDI">midi</keyword> and shorter than the ankle-touch will be the preferred length. So make sure you tuck away those flowing <keyword id="199933" type="ORGANIZATION" weightage="100" keywordseo="kaftans">kaftans</keyword>. 
 
7. <keyword id="2003172" type="UNKNOWN" weightage="100" keywordseo="Pleat">Pleat</keyword> play Borrow this trend from your man as it’s going to get hot this year. Be it on your <keyword id="86210" type="ORGANIZATION" weightage="100" keywordseo="LBD">LBD</keyword>, skirt or the <keyword id="2003173" type="UNKNOWN" weightage="100" keywordseo="Romantic-dress">romantic dress</keyword>, pleats are perfect to add a touch of femininity to the silhouette. 
 
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Here's Sabyasachi's journey of starting a brand with Rs 12,000 to becoming every Indian bride's dream

Karuna Sharma

3 brides who went viral for the 'unique' stories behind their wedding dresses explain how it changed their experience of getting married

Charissa Cheong

10 Hottest Fashion Trends That Will Rock 2014

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