Designers tap into India’s growing menswear market

The increase can be seen in international designers including Giorgio Armani, Emporio Armani, Tom Ford and Burberry, as well as pieces from collections of Indian designers such as Raghavendra Rathore, Rohit Bal and Tarun Tahilani. And it’s not just happening in brick-and-mortar stores.

An Indian model showcases a creation by designer Manish Malhotra during Lakme Fashion Week (LFW) Winter/Festive 2015 in Mumbai. AFP PHOTO / Sujit Jaiswal

India is finally realising that fashion is not just for women, pushing the country’s best designers into the growing market for menswear.

Renowned designer Manish Malhotra, who has been a costume designer for 25 years, showcased his debut menswear line, The Gentlemen’s Club, at Lakmé Fashion Week in Mumbai last month.

The collection featured suits and jackets, many with embroidery and intricate detailing.

The designer, who will launch his menswear line in November at his exclusive store in New Delhi, says: “True style begins with an impeccably groomed man who just knows what looks good on him.”

The designer duo Shantanu & Nikhil are also set to launch their menswear store in Kolkata next month.

“Menswear is a large market and it’s growing at a high speed,” says Nikhil Mehra.

The menswear designer Paresh Lamba, who has been in the industry for 20 years, says the demand has definitely increased.

“Nowadays, men are very brand and fashion-conscious,” says Lamba.

“They are closer to the aesthetic issue and realise that being fashion-conscious is not only for women. It is for the modern man as well.

“The men’s fashion industry has been booming over the years and we have been growing equally. It’s a great space to be in as the demand is constantly booming,” he adds.

Dinaz Madhukar, the senior vice president at DLF Emporio, a luxury-shopping destination in New Delhi, says over the years the number of male shoppers has risen to the point they are now coming in equal numbers to women.

“Though we do see a spike in shopping during the wedding season, men shop for both kurtas and western wear throughout the year, depending on the occasion.” There is demand for international designer wear, including Giorgio Armani, Emporio Armani, Tom Ford and Burberry, as well as collections of Indian designers such as Raghavendra Rathore, Rohit Bal and Tarun Tahiliani. And it’s not just happening in brick-and-mortar stores.

“Yes, more men are shopping online these days,” says Praveen Sinha, the managing director and co-founder of Jabong.com.

“We have seen an increase in sales by 10 per cent over last year to Jabong sales, with gains in both clothing and shoes.”

Popular categories for the site are shirts, denims, tees, running shoes, sneakers and loafers, with men between the ages of 17 and 30 accounting for 60 per cent of sales, he added.

So, what’s trending now? Ace designer Rocky S, whose new prêt-à-porter collection consists of printed T-shirts, sweatshirts and comfortable inner wear, reports that the major fashion trends for men in India are vibrant outerwear and funky styles with a comfortable style quotient.

“Apart from clothes, men can always use glares, sturdy watches, caps and a great pair of shoes,” he says.

Menswear designer Varoin Marwah says because the winter festival season is approaching, self-patterned jacquards are highly fashionable.

“Jackets are a must-have for this season. Well-cut, blended wool suiting in colours on the lines of neutral palettes are also becoming popular. Even waistcoats with a high neck are trending this season.”

Designer Piyush Dedhia has also given the thumbs up to colourful suits, bomber jackets, oversized tops and men’s jumpsuits.

Sahil Aneja, another designer, says that apart from clothes, good shoes are a must and for a formal look, good belts, pocket squares and bow ties can “add immensely to the look”. “For a more casual day look, loafers, a pair of sunglasses can definitely create a huge impact. The secret is not to go over the top. Be confident and love what you wear.”