Flashy fash beats a retreat

Now, it’s all about understated elegance of a brand and the quality of the product

Gone are the days when at a party, one would hold their high-end fashion bag just so that the first thing to be noticed would be the monogram. More and more people these days want their high-end products to be subtle and not scream the name of the brand.

When you wear a brand, the quality of the product itself shows the brand and not the monogram. Pinky Reddy says, “I go for all subtle products. When you are wearing a brand, the quality speaks for the brand. I personally prefer a subtle D&G product. Even Dior scarfs are beautiful and do not have Dior written all over it, like it’s in say a Louis Vuitton product. Even Pucci products don’t go all out with monograms. It’s a personal choice, there are youngsters who like to show that they have just bought a high-end product but in my case, I’m more mature so I like it subtle.”

Divya Gurwara, founder of Bridal Asia, too says that she likes her brand statement to be absolutely subtle. “The monogram need not scream. It’s more about the personal equation one shares with the brand. What matters is, does the product from a particular brand appeal to me, and does the look go with my outfit The brand is irrelevant. The product and the styling need to speak rather than the monogram,” she says.

Like Divya, many others agree that it’s the quality and the look of the product, which makes them opt for the brand instead of just the brand name. Businessman Zohair Arif says, “I don’t like it flashy at all. Even if I am buying a belt, it’s for the quality of the leather. Be it in Hyderabad or in India in general, many people usually just buy brands to show off. They like the buckle of the belt to be huge and in your face. But the luxury brand I buy, I like it either completely without the brand monogram or if it’s visible, in a very small manner.”

Going subtle certainly seems to be the new fashion statement and actress Amrita Arora agrees. She says, “That’s the way it should be. Fashion should be understated yet followed if need be. It’s tacky to be flaunting the designer label in a loud manner. It has always been like that for me.”

Stylist speaks:

Tanya Ghavri says that even in the fashion industry, it’s all about discreet fashion now. “The trend is going away even among designers. Brands have built a reputation for themselves and they have a peculiarity to their brand. Nobody likes a massive monogram printed all over. When it comes to distinct styles that are identified by themselves; it’s something like a Fendi product or a Celine bag where the logo is really small. People now like the subdued fashion more than carrying anything flashy. There are certain examples where a loud signature works, but only for a particular season. For example, Sarah Jessica Parker once wore an Oscar De La Renta gown with his signature printed big near the end of the gown. That worked as it was interesting and was a signature style.