Sports Inspired Innerwear Ruling The Roost
RULING THE ROOST
IMAGES BoF talkes to Dharmendra Nathwani, Partner, La Lingerie, a multi brand innerwear store in Kolkata, to understand the evolving trends in innerwear.
Based out of Kolkata, La Lingerie is a multi-brand innerwear store offering all sorts of premium national and international brands. Images BoF talkes to Dharmendra Nathwani, Partner, La Lingerie to understand the evolving trends in innerwear
Launched in 1997, La Lingerie is a popular innerwear retail store with its headoffice in Kolkata, West Bengal. The multi-brand innerwear store is the brain child of Dharmendra Nathvani, who has over 20 years of rich experience in innerwear and is supported by his wife, Suman Nathwani who is a renowned intimate wear designer herself. Stacked with the most premium and best quality innerwear, the store offers Indian and international lingerie including, sleepwear, loungewear, swim and beachwear.
At present, La Lingerie stores are based in Kolkata (West Bengal), Ahmedabad (Gujarat) and Noida (Delhi-NCR). The brand is spreading its wings to other cities including – Bengaluru, Delhi and Mumbai. Similarly, with the advent of online shopping, the branded multi-retail store takes a special initiative to be available to the consumers through its own portal www.lalingerie.in.
IBoF: How has been the growth of men’s and women’s innerwear?
Dharmendra Nathwani (DN): The innerwear market is showing substantial growth. Today, the segment is getting considerable importance in everyone’s wardrobe.
IBoF: What are the emerging categories and top trends in innerwear?
DN: Sports-inspired innerwear is the new emerging range in innerwear.For men, colourful styles, boy shots, etc. are quite popular trends. For women, it is the push-ups, bigger cup sizes and bridal collections that are in great demand.
IBoF: In terms of functionality and comfort, which are the preferred fabrics for innerwear?
DN: Cotton is always highly preferred over any other fabric in this segment due to its features and comfort. With latest advancements, there is a vast array of comfortable fabrics available and being used in manufacturing innerwear. Recently, the spandex cotton blends and spandex polymide fabrics are being greatly preferred for innerwear for both men and women.
IBoF: What is the highest selling product category for men?
DN: The basic V-cut briefs are the highest selling range among men’s innerwear.
IBoF: What is the highest selling product category for women?
DN: Since the Indian females have more voluptuous figures, the basic bigger cup size styles are the highest selling range.
IBoF: What are the popular elements/embellishments in vogue today?
DN: Laces are the most popular embellishment in women’s innerwear. A lacey innerwear range is usually in great demand and bought by most of the women. On the contrary, the men’s collection is very basic and it is more about finishes than playing with embellishments.
IBoF: What are the top colours predicted for the forth coming season?
DN: Black, red, mustard, olive and grey are the colours that will reign this season for both men’s and women’s innerwear.
IBoF: Predict top trends that will emerge in the future in innerwear for men and women.
DN: For men, sports-inspired innerwear, fashionable and colourful innerwear, boy shorts and tongs will be popular future trends. While for women, sports-inspired, bridal collections, colorful innerwear, larger cupsize and underwired range of collections will be the preferred future trends.
IBoF: What are the latest innovations in innerwear development that you have seen in India and abroad?
DN: We are almost catching up with the fashion and trends prevalent in the outside world. However, India still lags behind in creating awareness about wearing the right sized innerwear and about knowing one’s right band and cupsize. At La Lingerie, we have attendants in the stores to help our customers choose the right sized innerwear. Also, the availability of bigger cup sized products manufactured by the companies, is comparatively increasing. Awareness about breast cancer is also gaining momentum amongst the consumers.