MALINI Goes mass

Col­lab­o­rat­ing with shoe be­he­moth BATA In­dia, MALIN NI RA­MANI is all set to dressd up women across the coun ntry

Harper's Bazaar (India) - - FASHION NEWS - By Jas­meen Du­gal

It doesn’t come as a sur­prise to learn that footwear gi­ant Bata In­dia has col­lab­o­rated with one of In­dia’s most highly re­garded de­sign­ers, Malini Ra­mani, to launch a col­lec­tion—a range of rea­son­ably priced footwear that brings her de­sign aes­thetic to the brand. Af­ter all, con­sumers and busi­nesses are sail­ing un­char­tered wa­ters, and re­tail be­hav­iour has changed more in the past five years than in the pre­vi­ous 20.

Ra­mani feels there is a prospect to drive busi­ness with strate­gic al­liances and part­ner­ships. Her bold de­sign sen­si­bil­ity—at once vi­va­cious and joy­ful—has a huge fan fol­low­ing among women in this coun­try, while Bata In­dia is a muchre­spected brand with mil­lions of loyal cus­tomers, and a wide dis­tri­bu­tion that spans the length and breadth of In­dia. This creative part­ner­ship will bring to the mar­ket­place chic de­signs at a very af­ford­able price of 1,999. “I am su­per ex­cited that the de­signs I en­vi­sioned will reach a wide au­di­ence thanks to Bata. This is a creative part­ner­ship, and I am sure that women all over the coun­try will love the col­lec­tion,” she says, adding: “I have grown up with Bata shoes. So has just about ev­ery­one I know! It is a house­hold name, and ev­ery­one in the coun­try iden­ti­fies with it. It strikes a chord and holds fond mem­o­ries for most peo­ple.

The part­ner­ship was not pre­med­i­tated though. It just hap­pened! A year back—on this very date (of this in­ter­view)—i met Thomas Bata at a party in Phuket, and we ex­changed cards. I came back to In­dia and wrote to him about the pos­si­bil­ity of a col­lab­o­ra­tion, and shortly af­ter, the idea be­gan tak­ing shape!”

“There is no more stim­u­lat­ing a time to cre­ate things than now! At the on­set of my ca­reer, I was mak­ing col­lec­tions for a small seg­ment of the pop­u­la­tion.to­day, there is no ques­tion that the most sig­nif­i­cant consumer is the wo­man.there has never been a time when In­dian women were more in con­trol of their needs and be­liefs than to­day. That makes my work as a de­signer more chal­leng­ing, but at the same time more ex­cit­ing be­cause I am de­sign­ing for a wo­man who knows what she wants,” is her be­lief.

It­sure­seems­fash­ion’scon­sum­mateachiever is run­ning on high gear. The hand­crafted Kol­ha­puri footwear from Ma­ha­rash­tra has un­ex­pect­edly in­spired this col­lec­tion of wedges. How did this hap­pen? Known for com­fort and stur­di­ness, Kol­ha­puri wedges gel with Malini’s mantra of ‘style with com­fort’. “The wedges are avail­able in bright colours,an­dem­bel­lished­with­em­broi­dered mir­ror­work, though my favourite look is thenude leather­wedge­with gold trim­ming. It is su­per chic! All the wedges have com­fort­ablecorkheel­sthat­makethemper­fect for travel, for the beach, and even for the work­place,” grins the pretty de­signer.

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