Fashion innovation
Be prepared to come across a doormat that declares that it shouldn’t be treated like one. A couple of beer glasses talking to each other, announcing: aaj mujhe mat roko, mujhe peene do, amongst several other household products albeit with a twist of wacky fun. Fashion is getting a novel twist and many new-age designers are adding style to daily items with a dose of cheekiness and fun.
Following a similar approach is Happily Unmarried, a lifestyle store which specialises in “pick-off-the-shelf” products like key holders, fridge magnets, ashtrays and bottle holders in the shape of hand pumps, unique and with a message. “I always thought I’m different and wanted my lifestyle and products to reflect the same,” says Chetan Sorab, a product designer with the shop. He adds, “The stuff we design targets young Indian bachelors, who have a different approach to life. Like I created the ‘Animal Instinct’ coaster which reflects that slowly we are converting animals into improper words, verbs and adjectives. If we are not careful then the place to look for animals would not be forests, but dictionaries.”
Arun Bachel, a graduate from NIFT, who is presently a graphic designer for Happily Unmarried and has also worked with United Colors of Benetton and Reebok on similar projects, says, “It’s a business of selling fun. My job is to package products and promote them with an attractive punchline.”
Known for her quirky outfits, designer Nida Mehmood, also has a new label, New India Bioscope Co. The line comprises affordable products ranging from bags, furniture and kitchen stuff based on the funky theme of old Bollywood classics. “Would you not like to have a table with a hand-painted Sholay poster? It simply reminds you of your childhood and I tried to capture those memories by bringing the charm of poster art back. As a designer, your job is not just about designing apparel. One has to explore and communicate with the world with a wider approach. Designing products is like experimenting and requires immense creativity. It’s like visualising something out-of-the-box, creating a masterpiece and conveying the same language of designing in a different dialect,” she says.
And giving products a new look with human figures, Mukul Goyal, who is a designer and director for the brand Mukul Goyal Tattva, draws inspiration from everyday life. His repertoire of design is full of objects for a common household — table, objects for lighting, home décor, functional products, which are a blend of traditional materials with contemporary expressions. “Nowadays people want something far beyond functionality and are looking forward to an emotional approach in a product. My designs compliment stories or give out a fun message, which people can relate to. When I design them, I transform myself into those little figures and try to build a creative story around that product. It’s challenging, but with time people do find happiness with some fun moments that they can share with these small items,” he says.
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