Our top priority is to offer customised clothing that is comfortable
Vyoum is a multi-designer fashion house located in the heart of Bandra, Mumbai, founded and owned by Ritu Sekksaria. The store offers an experiential and affordable luxury shopping experience, curating the finest of India’s couture and accessories from established and undiscovered Indian designers. With a commitment to preserving designs that reflect the designer’s sensibility and aesthetics, Vyoum is a treasure trove of luxury craftsmanship, superior design ethos, and contemporary appeal. Speaking to Fibre2Fashion, Vyoum Founder Ritu Sekksaria talks about fashion scene in India.
What does Vyoum mean, and when was the fashion house established?
Vyoum means ‘energy’, an energy that surrounds you with all positivity.
I had my own label under the name of Ritu Sekksaria, but on my journey to learn something new, during a trip to Milan, I realised that coordination is really important. As clients began asking for suggestions for every upcoming occasion, the idea of having a store called Vyoum, with curated homegrown brands selected by myself, came to mind. It has been a long journey until now, but the decision to set up Vyoum was the best one I ever made.
How has the fashion scene in India evolved in the last ten years? What differences do you see?
The fashion scene has undergone significant changes in the past decade. People used to prefer heavy-looking stuff, but after COVID-19, there has been a notable shift in our clients’ preferences. Nowadays, women have a strong sense of what they want while staying true to themselves by choosing easy, breezy, and lightweight clothing. During COVID-19, cord sets became a popular choice, as comfort became a priority. Moreover, skinny jeans gave way to boyfriend jeans and culottes, leading to fashion evolution not only in western wear but also in ethnic wear. Palazzos are poised to become the next fashion classic.
Among Indian wear, bridal wear, casual wear, and party wear, which category is in demand when it comes to designer wear?
Well, I have realised that everything has its own demand. Every occasion, big or small, requires a fashion statement that portrays the real you. It is difficult to categorise the demand, but I can definitely say that there is a high demand for fashion that keeps up with changing trends and social events. One needs to be ready to upgrade their wardrobe accordingly.
What are the trends for the upcoming festive and wedding season in menswear and womenswear?
For me, the trend is to enjoy what you are wearing in comfort. In menswear, a sherwani is still a classic, but now there are open jackets, asymmetric cuts, blazers, open shirts, and many more options to explore.
In the fast-paced world of women’s fashion, the best trend to follow is the golden rule of wearing what gives you happiness and brings out the best version of yourself with a broad smile.
Can you tell us about your upcoming Autumn/Winter 2023 collection and what inspired it?
Our Autumn/Winter 2023 collection features a lot of drapes using Indian textiles like my personal favourite bandhej, with a touch of zari work. We are also offering a lot of ready-to-wear drape sarees. Additionally, we are incorporating elements of corals and underwater bodies into the collection. As for inspiration, I draw from nature and its ability to give me a fresh perspective and calm mindset to be creative.
How many designers does Vyoum house?
Vyoum believes in providing opportunities to upcoming homegrown labels. We have about 40-50 designers at any given point. We also guide some designers on what to create based on market needs. Additionally, we offer a personalised curation of accessories such as bags, jewellery, and footwear.
What factors do you take into account when you select a designer or a label for the store?
We prioritise the silhouette and choose the right cut that works for every body type. Additionally, we consider the fabrics that work well during a particular season and the level of finishing of a product before it is offered for sale. We also aim to cater to every age group with our clothing selection. I am sure you won’t leave our store empty-handed.
Which price points work well when it comes to designer wear?
As Vyoum was born during the COVID-19 pandemic, we had to make sudden changes in our inventory and choices. We started with a price floor of ₹30,000 and it worked well for us. Our goal is to be the first and last stop shop for customers.
I think price points restrict designers from giving their best. At the same time, creating expensive outfits is not everything. So, our top priority is to offer customised clothing that is comfortable.
Do you plan to go online with your store in the future?
Yes, definitely. We are back with our online platform, and we have a lot of fresh new curation of garments coming up in the next few days. Stay tuned!
Which new designers can we expect to see next year at Vyoum?
As for new designers, we are constantly on the lookout for upcoming talent and will be adding them to our store in the future.
Interviewer: Shilpi Panjabi
Published on: 08/03/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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