We focus on building genuine relationships with our customers
Ordinaree is a sustainable womenswear brand founded in 2020. The brand combines aesthetics with functionality, offering a range of meticulously crafted garments, including dresses, jumpsuits, co-ord sets, and resort wear. Drawing inspiration from the interconnected realms of nature and womanhood, Ordinaree is committed to sustainability, supporting local artisans, and celebrating individuality through timeless, handcrafted designs. In a chat with Fibre2Fashion, Founder Simran Choudhary talks about the homegrown contemporary womenswear brand.
The fashion industry is rapidly evolving with the rise of fast fashion and sustainability movements. How do you see these trends shaping the future of fashion over the next decade?
The future of fashion will see a continued emphasis on sustainability and ethical practices. As consumers become more conscious of their choices, brands must prioritise transparency and responsible production to build trust and loyalty.
With consumer behaviour increasingly influenced by digital platforms, what role do you think technology and e-commerce will play in the fashion industry’s future growth?
Technology and e-commerce will be pivotal in shaping the fashion industry’s future. Innovations like virtual fitting rooms and AI-driven personalisation will enhance the shopping experience, allowing brands to cater to individual customer preferences while expanding their reach.
The impact of the pandemic has significantly shifted supply chains in fashion. How do you think the industry is adapting to ensure resilience and sustainability in sourcing and production?
The pandemic has prompted a significant re-evaluation of supply chains in the fashion industry. I believe the focus will shift towards local sourcing and more resilient supply chains that prioritise sustainability. Brands that can adapt quickly and maintain flexibility will thrive.
What inspired you to start Ordinaree, and how did you identify the niche for your brand in the fashion market?
I started Ordinaree to fill a gap in the westernwear market that celebrates womanhood while ensuring comfort and versatility. I recognised that many brands offered either style or comfort but rarely both. Ordinaree aims to empower individuals with pieces that resonate with their personal style and can transition seamlessly from day to night.
Ordinaree is known for its distinct and vibrant designs. Can you share the creative process behind conceptualising your collections?
The creative process at Ordinaree begins with understanding our customers’ lifestyles and preferences. I draw inspiration from global trends, art, and nature, then collaborate with my design team to create pieces that are both chic and functional. We iterate through sketches, fabric choices, and prototypes, ensuring every piece is a perfect blend of fashion and comfort.
Sustainability is a key conversation in fashion today. How does Ordinaree integrate sustainable practices into its production and design processes?
Sustainability is central to our mission at Ordinaree. We prioritise sustainable fabrics and ethical production practices. By sourcing materials responsibly and partnering with manufacturers who adhere to fair labour practices, we ensure our collections not only look good but also feel good for our customers and the planet.
There is growing pressure on fashion brands to embrace ethical labour practices. How important is transparency in the supply chain, and what steps can the industry take to improve?
Transparency is crucial in today’s fashion landscape. At Ordinaree, we are committed to being open about our sourcing and production practices. By sharing our story and the stories of those who create our garments, we build trust and accountability.
Your brand has a strong online presence. How have e-commerce and social media influenced the growth and visibility of Ordinaree?
The digital landscape has been a game-changer for Ordinaree. E-commerce has allowed us to reach a global audience, while social media platforms enable us to connect directly with our customers. We use these channels to showcase our designs, share insights, and foster a community around our brand, which has significantly boosted our visibility and growth.
Fashion often involves staying ahead of trends. How do you balance trend-driven designs with creating timeless pieces?
At Ordinaree, we believe in creating pieces that embody current trends while remaining timeless. We achieve this by focusing on classic silhouettes and high-quality materials that ensure longevity. Our aim is to provide our customers with wardrobe staples they can enjoy for years, regardless of changing fashion trends.
Fashion collaborations and limited-edition drops are becoming more common. What do you think drives the success of such collaborations, and how do they impact brand identity and consumer engagement?
Collaborations are powerful tools for brand engagement. They create excitement and allow us to tap into different creative perspectives. Successful partnerships enhance our brand identity and broaden our appeal, inviting new customers to experience our unique style and ethos.
What challenges did you face in scaling Ordinaree from a startup to its current position in the market, and how did you overcome them?
Scaling Ordinaree has presented challenges, particularly in maintaining quality and brand identity as we grew. To overcome this, I invested in strong relationships with our suppliers and manufacturers, ensuring they understood our vision and standards. Implementing efficient systems for production and logistics has also been crucial.
Can you share any key moments or milestones in Ordinaree’s journey that significantly impacted its direction or success?
One of the most pivotal moments was launching long maxi dresses, which was met with enthusiastic feedback and established our brand’s identity. Additionally, collaborating with influencers who resonate with our values helped elevate our brand and broaden our reach significantly.
How do you ensure quality control while maintaining the aesthetic and craftsmanship that Ordinaree is known for?
Quality is non-negotiable at Ordinaree. We have strict quality control measures in place, from the initial fabric selection to the final inspection of each piece. My team and I regularly review production processes to ensure that every item meets our high standards for craftsmanship and design.
What strategies do you use to foster customer loyalty and ensure repeat business, particularly in a competitive fashion industry?
To foster loyalty, we focus on building genuine relationships with our customers. We offer personalised shopping experiences, exclusive previews, and a loyalty programme that rewards repeat purchases. Engaging with our community on social media also helps us stay connected and responsive to their needs.
Looking ahead, what are your goals and vision for Ordinaree in the next five years, and how do you plan to achieve them?
In the next five years, I envision Ordinaree expanding our product range and exploring international markets. Our goal is to become a go-to brand for versatile westernwear that blends style, comfort, and sustainability. We will continue to innovate while remaining true to our core values.
