It is all about the pleats at Scarlet Sage
Founded in 2017, Scarlet Sage is a trailblazing luxury pret brand that redefines contemporary fashion with its bold and innovative designs. Pioneering the introduction of pleats into Western wear in the Indian market, Scarlet Sage has quickly become synonymous with originality, quality, and effortless style. With a focus on timeless appeal over fleeting fashion fads, the brand understands its audience’s preferences for seasonless, classic pieces that provide lasting value and versatility.
Stocked in over 30 premier multi-designer boutiques nationwide, Scarlet Sage continues to deliver on its promise of exceptional quality, originality, and customer satisfaction. Fibre2Fashion recently spoke to the company’s Co-founder Sanjana Bhuwalka about the design process, use of colour, favourite collection, and aspiration.
How do you envision the future of fashion as art?
The future of fashion as art is going to be incredibly exciting and diverse! We will likely see a beautiful tapestry of sizes, shapes, and cultural influences becoming the norm. Imagine fashion that truly represents the rich variety of human experience—different ethnicities, body types, and gender identities—all celebrated on the runway. Designers are already making bold, artistic statements with their collections, pushing beyond mere functionality. I believe we will see more avant-garde designs that blur the lines between fashion and art, creating pieces that are not just worn but experienced. It is an inspiring time to be in fashion, with so much potential to shape it into an inclusive and expressive art form.
What are the challenges and opportunities associated with incorporating traditional craftsmanship into modern fashion designs?
On the one hand, it can be tricky because it involves mastering specialised skills, managing higher costs, and ensuring these designs align with current market trends. But on the other hand, it opens up a world of possibilities. The beauty of traditional craftsmanship is in its authenticity and quality. When we bring these elements into contemporary fashion, we create products that are not just unique and high-quality but also deeply meaningful to consumers. People today appreciate mindful products that have a story and heritage behind them.
Investing in skills development is key, as is having a deep understanding of both the traditional crafts and the modern market. It is about finding that sweet spot where heritage and innovation meet, creating pieces that are both timeless and trendy. It is a challenge worth taking on because the results can be truly magical.
How can fashion brands leverage technology and innovation to enhance their products and customer experience?
Technology and innovation can truly transform how fashion brands operate and connect with customers. For example, using digital design software for prototyping and sampling makes the whole process faster and more creative.
When it comes to customer experience, having a user-friendly online platform is key. We want shopping with us to be smooth and enjoyable. AI can help here by analysing customer data so we can offer more personalised recommendations and experiences. Social media is another fantastic tool. Collaborating with artists and influencers not only brings fresh ideas but also helps us reach new audiences. Embracing these technologies allows us to create a more dynamic and engaging experience for our customers, making fashion more accessible and exciting.
What strategies can emerging fashion brands use to stand out in a highly competitive market?
Standing out in the competitive fashion market is all about defining who you are as a brand. It is crucial to have a unique brand identity—one that reflects your style, values, and target audience. Storytelling is a big part of this. Sharing your brand’s mission and values through marketing campaigns and customer interactions helps build authenticity and creates a loyal following. Quality and craftsmanship should never be compromised. People appreciate well-made, thoughtful products. And of course, having a strong online presence is essential these days. A user-friendly website and active social media channels can make a huge difference. Ultimately, it is about being genuine and connecting with your audience on a deeper level. When you stay true to your brand and consistently deliver quality, your customers will notice and keep coming back.
How has consumer behaviour in the fashion industry changed in recent years, and what can brands do to adapt to these changes?
With the boom in e-commerce, people now expect seamless digital experiences and easy purchasing options. There is also a growing demand for customisation and a focus on comfort and versatility in clothing. To keep up with these changes, brands need to ramp up their digital presence. Investing in a user-friendly website is crucial. Improving customer experience through customisation options and being transparent about your brand’s practices can go a long way in building trust.
It is also important to amplify brand awareness through engaging marketing campaigns and social media. Staying connected with your audience and being adaptable to their needs will help brands thrive in this ever-changing landscape.
What inspired you to start Scarlet Sage, and how did the initial idea come about?
Starting Scarlet Sage was like catching lightning in a bottle. I have always been drawn to fashion, and after my break to focus on family, I was itching to create something new. That is when pleats caught my eye. They were just what the Indian market was missing—structured, yet allowing for playful silhouettes. And so, Scarlet Sage was born, a name that reflects the bold and timeless nature of pleats, marrying colour with texture in a way that is both statement-making and classic. It has been an exciting journey, turning a niche into a trendsetter in the fashion world.
Your brand combines vivid and flamboyant designs with classic and sublime elements. How do you balance these contrasting styles in your creations?
You know, when I think about the woman who will slip into one of our designs, I picture someone who has made it on her terms. She is all about that self-made success and dresses to express every facet of her personality. So, when we are crafting our pieces, it is all about striking that perfect chord between bold and understated. We play with lively colours and edgy prints but keep our silhouettes timeless. It is like mixing a dash of daring with a pinch of poise – that is our secret recipe for fashion that is as unique as the women who wear it.
Can you describe your design process and how you ensure each piece stands out?
It is all about the pleats at Scarlet Sage; they are the heart of our design, reflecting light in such a unique way that brings charm to our pieces. And when it comes to design, we keep it simple yet sophisticated— super comfy, and made to move with you. That is our secret sauce for creating something that stands out, blending these elements into every piece we craft. It is what makes our fashion line truly transeasonal and contemporary.
How do you source your materials, and what role does material experimentation play in your design process?
We test different fabrics with our pleating technique. Some fabrics surprise us by looking bright and glowing, while others become incredibly soft. It is exciting to find the perfect match between fabric and pleat. This thrill of discovery keeps us motivated, always looking for the next big breakthrough in fabric design.
How do you ensure that your products and practices are environmentally friendly and ethically sourced?
We are acutely aware of the environmental impact of fashion and are committed to minimising our footprint. While the pleating process does traditionally rely on polyester, we prioritise the use of recycled materials to mitigate this impact. Our dedication to sustainability extends beyond materials; we use energy-efficient practices throughout our production to further reduce our ecological effects. Ethically, we uphold the highest standards, ensuring a modern, compliant, and respectful work environment for all our employees. Our approach is holistic, considering not only the end product but the entire lifecycle and the individuals involved in bringing our vision to life.
Your brand has a strong focus on colour. How do you approach the use of colour in your collections?
When we dive into designing a new collection, it is like painting a canvas with the season’s most talked-about colours. We are always chatting about what is trending and what our fashion-forward fans are loving. But it is not all about the bright and bold; we have got a soft spot for those timeless neutrals too. They are the unsung heroes that bring everything together, making sure our pieces are as wearable as they are eye-catching. It is all about striking that perfect balance.
Can you tell us more about the art forms you rejuvenate and elevate in your designs?
We focus on innovating pleating by adding 3D textures and unique prints to our fabrics. Our young designers, inspired by mood boards and our shared vision, bring fresh ideas to every design. This teamwork ensures that every fold and print tell a story, creating fashion that works across seasons.
What is your favourite piece or collection that you have created so far, and why does it stand out to you?
The Vida Dress and Beren Set from our SS24 collection. These are absolute game-changers. They are the kind of pieces that do not just hang in a wardrobe; they become a part of your story, your go-to for any occasion.
Your foray into pleats has been a significant part of your journey. What have you discovered about the possibilities and intricacies of pleated fabric?
For our team, working with pleats is like engaging in a silent dialogue with the fabric. It is fascinating to see how each fold can capture light differently, creating a play of textures and shades that make our designs truly stand out. It is this interplay of light and fabric that allows us to craft pieces that not only look stunning but also carry a sense of fluidity and transformation, perfect for those who appreciate the art of fashion. It is a continuous exploration, one that keeps us inspired and always looking forward to the next creative breakthrough.
Looking ahead, what are your aspirations for Scarlet Sage in the next five to ten years? Are there any new directions or innovations you are excited to explore?
In the next decade, I envision Scarlet Sage blossoming into a holistic label synonymous with high-fashion luxury that transcends seasons and trends. Our focus will be on diversifying our fabric selections beyond our signature pleats, crafting pieces that are as enduring as they are exquisite. Moreover, we are thrilled about the prospect of welcoming our patrons into Scarlet Sage’s very own brick-and-mortar stores, offering a tactile, immersive brand experience that truly resonates with our clientele.
