A few seasons back when designer Ranna Gill showcased swimwear as part of her spring-summer collection, most critics dismissed it as a one-off show gimmick, not meant to be taken seriously off the ramp. ?But we introduced the swimwear collection anyway at the stores and followed it up with extensive product and market research, and this year we are back with a more comprehensive collection,? says Gill, whose swimwear, priced between Rs 1,200 and Rs 2,500, is available at her seven standalone stores in the country. ?Beachwear in India is still a very nascent market, but in the urban centres, there is now an enhanced interest in the segment,? she adds.
Despite one-off efforts by designers like Rina Dhaka and Malini Ramani, traditionally, swimwear has never been a part of the Indian designer?s repertoire. Consumers have had to do with the products made available by sportswear brands, with their standard European fits and styles, often unsuitable for the average Indian woman?s figure. Now, designers say, the aspirational value among global Indians is more defined, and, therefore, a niche market for beachwear is steadily opening up. ?Even if a client is going to Goa or to the local pool, there?s a particular look they are aspiring for. They know their body well?so they need a bathing suit that would hide the flaws and make them look good,? says swimwear designer Narresh Kukreja of the duo, Shrivan and Narresh, who have set up shop in Huaz Khaus after a successful debut stint in Italy.
They specialise in swimwear in particular and their collection this season, priced upward Rs 4,500 for bikinis and Rs 6,300 for one-piece suits, have worked on the principles of colour blocking, ensuring that the discerning clientele is not disappointed.
?The technique ensures that the darker colours help camouflage the bulge, while the lighter ones accentuate the right curves,? says Kukreja. The designers also retail from boutiques like Ensemble and Chamomile in Mumbai and White in Delhi .
Swimwear, says designer Jai Prakash Singh, of the duo Parvesh and Jai, is now often an integral part of trousseau shopping as well. ?Many customers, who do their bridal shopping with us, usually end up buying swimwear for their honeymoon too,? says Singh. Their label Blue Coral specialises in resort wear and has a wide following across Europe and Asia .
With international swimwear brands like Secret Cach? New York setting up shop in India , the challenge, says designer Anupamaa Dayal, lies in marrying Indian sensibilities with global flair.
?I usually worked on my resort line for the European market but now I have many customers actually picking up the swimwear in India . Of course, the Indian market works slightly differently?for instance, bikinis don?t work so well here.
For my latest resort line called Jaisalmer, I have worked with techniques like tie-and-dye and created fits that are less restrictive but, at the same time, stay within the parameters of acceptance in the country,? says Dayal, who sells her resort line at her studio in Vasant Vihar for prices that range from Rs 4,000 to Rs 9,000.
A pair of Tom Ford. Check. Beach sandals. Check. Floppy hat. Check. Beachwear? Spoil for choice, aren?t you?