Masaba celebrates 10 years in fashion

by Marie Rodriguez

When it involves style collaborations, Masaba Gupta is a pro. The fashion designer’s signature pop colors and kitschy motifs—from cows to candy—have observed their way into institutions with brands like Tata Nano, Titan, Lakmé, Budweiser and Levi’s. But 2019 is turning out to be eventful even for this serial collaborator. Gupta’s new jewelry collection with Tribe with the aid of Amrapali changed into launched in February, observed with the aid of a handloom group-up with Ekaya in April providing a cricket-themed campaign. But the 12 months’ biggest collaboration is ready to return—Gupta’s line of products for Game Of Thrones, slated to launch for the duration of the final season’s gold standard. Ask her if there are any greater collaborations this year, and he or she answers giggling, “Oh God, I hope now not!”

This is a large year for House Of Masaba as it marks a decade within the business, and Gupta admits to spreading herself thin. Apart from the collaborations, she opened new stores in Delhi, Chennai, and Kolkata, and released her Swim/Resort Wear 2019 series in March. And there’s greater developing, she tells Lounge. Edited excerpts from a smartphone interview:

Tells us approximately your ‘Game Of Thrones’ collaboration.

I can’t pass into details, but we have the legit license for apparel and jewelry and we are making some tech accessories as properly: electricity banks, telephone covers, and popsockets. We want to make it something that Game Of Thrones stands for, even for folks who won’t have been fanatics, however, are just coming across it. We might be doing quite a few interests round this.

Incidentally, whilst Black White Orange (the logo licensing start-up legal to create merchandise for HBO in India) got here to me approximately two years lower back, I said no. I became snowed in and couldn’t see how I could commit to doing this. But then I turned into in New York and saw that the forged was on the duvet of Time. I notion, I should be doing this, and we knew as them again. Luckily, the license became nonetheless to be had. HBO has worked with us each step of the manner to make sure that the entirety is consistent with the class they’ve created for the display.

Are you partial to the display?

Yes, though my mom (actor Neena Gupta) is a bigger fan. But I don’t assume I had paid like a lot of attention once I became watching the show earlier. Suddenly, it has become work and I actually have rewatched each scene. I don’t suppose there has been a show like this, which has captivated all ages throughout the globe.A

You have these days collaborated with Ekaya too. How did that come approximately?

Ekaya turned into again something I had said no to. We were seeking to reduce down on collaborations and had our very own growth plans. But I saw a stunning marketing campaign that Ekaya did for its own line and referred to as they returned with a request to work around our timelines. I brainstormed with Palak Shah (CEO of Ekaya) and her dad (Bharat Shah), who runs the business from Benaras (Varanasi) and made it appear.

When launching the campaign, I idea that with absolutely everyone in Banarasi saris or bridalwear, campaigns look so unhappy. There are a positive pose and no motion—I desired to interrupt that. We determined that the ladies might look like they may be moving and stretching, however in handloom saris. We took the campaign at the cricket pitch—with three girls who appear as they ran from a wedding birthday party, modified into keds and started playing cricket with the men.

How critical have collaborations been for your boom?

They have actually contributed to half of our enlargement—we have worked with Titan Raga, Fiama Di Wills, and so many brands. We have now not spent on marketing in the last 10 years, however, in our developing years, collaborations had been our advertising wheels. These brands backed us and said, you create the goods, we can make sure it reaches each person. That’s the bandwidth we don’t have as a low-cost luxury emblem. I can, in reality, penetrate into specific segments with those products. I feel like in a manner they have made me who I am—as human beings noticed me, and types come to us.

Apart from collaborations, what are your growth plans to mark the 10th yr?

As awesome as collaborations are for a burst of press and engagement, we (now) have lots greater stores and a larger group and need to do meaningful work for our own label in an effort to last us for existence. At the moment, we are ultimately looking at elevating money with the intention to help us in our first leg of enlargement. We have plans to open over 50 stores throughout u. S. The equipped-to-wear line turns into more focused on swimming wear and resort-put on. The second leg is growth for the cheap event- wear, that’s sincerely our bread and butter—I need to in reality awareness on it.

We are also searching at commencing our first international save in Dubai subsequent 12 months after which to the USA, UK, and South-East Asia. Eventually, imitation jewelry will become part of the kitty, for which we’re attempting to find companions. Right now, we want to awareness of womenswear and menswear and grow.

What is the capacity of tier 2 and 3 Indian cities in your commercial enterprise?

Bhubaneswar and Indore are two of our biggest cities (markets) outside the metros. So is Raipur. And there were just one-day pop-America however we have a present patron base here (in those towns), and we recognize what products and price points work.

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