Apparel March 2020 Apparel March 2020 issue | Page 67

BRAND PROFILE
THE DESIGNING PROCESS
The brief for each collection is given by Viral with
an idea of what he seeks in the collection and its
garments. He gives details on the colour palette,
the motifs and the type of fabric required for the
collection. The design team then interacts with
vendors and artisans to create samples. During
this process, all the motifs and patterns for the
surface designs are created by the in-house
design team, according to the fabric and the
styling of the garments. These are then shared
with the artisans for the weaving, printing,
kalamkari and embroidery processes.
“The designers are free to experiment after I
give them my ideas. There are times they may
come across new fabrics and work on the
garment accordingly. The outfits are designed
keeping in mind the current trends and consumer
preferences. Every Bagh garment offers the
experience of wearing India’s living textile heritage
with the united efforts of extremely creative
artisans. The garments are designed so that the
wearer can mix and match different apparels to
create different looks,” explains Viral.
for customers who would like to buy quality,
hand-woven fabrics from different textile centres
and have customised garments stitched for
themselves by their personal tailors. The 6000
square feet space on the second floor of the
building is where they showcase stitched
garments. This area is neatly divided between
garment categories and garments displayed
on shelves and racks. This makes it easy for
customers to browse through garments. The
third floor consists of the office, the design
studio, and a warehouse that is chock full of
fabric pieces of varying lengths. These are used
for designing new garments and also inspire
future designs. The company plans to gradually
increase its presence across other metros and
Tier II cities with spacious stores that include a
floor space of at least 3000 to 5000 square feet.
They also plan to increase the number/frequency
of new collections and most of all continue their
commitment to working with textile artisans and
traditional textile techniques.
INCREASING PRESENCE
Seasons has gradually increased its presence
in and outside Gujarat. In Gujarat, the stores
are called by the same name, whereas outside
Gujarat they are called Bagh. The company
presently has a total of eight stores with three
Seasons stores in Ahmedabad and one in
Vadodara. Apart from this there are two Bagh
stores in Bengaluru, one in Surat and one in
Mumbai.
The store in Vadodara, located at Ozone is
the largest. The ground floor houses fabrics
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