sabyasachi

SABYASACHI The Perfect Imperfection of Human Hand



C ONT E NT S Introduction Brand History Brand Visual Elements Logo Evolution Brand Identity Prism Core Visual Insignias Brand Moodboard Brand Communication CSR Activity Analysis/Collaboration Analysis Extension Moodboard Idea and Brief of Extension Reasoning for Brand Extension Visual Identity Kit of Brand Extension Product range realisation Social media strategy

INTRODUCTION Sabyasachi - “ The Perfect Imperfection of Sabyasachi a pioneer in using “high end lux- Human Hand” ury indian textiles” in the modern context. He was born on 23rd February 1974. A true piscean. He had a keen interest in Indian handicrafts and craftman- ship since forever and he wanted to pursue his career in the same. Being born and brought up in a middle class benga- li family where his mother was a professor in a government college and father had an average job he was also supposed to follow whatever his family wanted. But, alas he wanted something else and wanted to pursue his career in Fashion. But, due to refusal of support from his family, Sabyasachi ran away from home and worked as waiter in Goa, also he sold all of his books and paid for his education in NIFT Kolkata. He got graduated in the year 1999. He started working for his label in Kolkata with oly 3 workers in a workshop. But, he was still very far away from his career’s first major break which he got in 2002. He is the only Indian designer to have showcased his work in New York, London and Milan Fashion week. Sabyasachi works on the design philosophy - “The perfect imperfection of hu- man hand” which at present is also the tagline for his brand. His contionous movement between stunning bridal wears and per- fectly styled western statement pieces has always been his USP.

BRAND HISTORY I don’t see myself as a fashion designer, I am more of a textile designer - Sabyasachi Mukherjee. Sabyasachi Mukherjee, a pioneer who started working in a workshop with just 3 workers initially gained immense populaity in the year 2006. That was the time when he decided to open his flagship store at his hometown of Kol- kata. And the Sabyasachi store at Lake Road, Kolkata is where it all start- ed on 25th August 2006 and got classified as a private limited company. The store is located on Lake Road, Ballygunge and is a must visit for anyone who loves to wear designer dresses. Sabyasachi at his Flagship store in Mumbai The store is as grand as his lehengas, and it starts with its entrance. With a wooden accent and the Sabyasachi logo shining bright, you’ll know you have reached the right place. The btand focuses on Indian ethnic wear specializing in bridal wear. He describes his style as “personalized imperfection of the human hand.” His trademark work is fusing together different patchworks and designs to create harmo- nious blends in the fabrics of his pieces. He has always drawn most of his inspiration from his surroundings and his childhood. Kolkata’s scenic backdrops and imprints that have left a never changing impact on his mind is what comes through beautifully in all his creations. In 2002, Sabyasachi became the part of the Indian Fashion week. The women’s Wear Daily proclaimed him as the future of Fashion Taechnol- ogy. He made his International Debut with the “Grand winner Award” at the Mercedes Benz New Asia Fashion Week at Singapore in 2003. This led him to a workshop by Jean Paul Gaultier and AzzedineAlaia. Sabyasachi Flagship store in Delhi

Sabyasachi is a master in not just creating marvellous clothes but also with words. He once said - “There is always a difference between when you take charge and when you are controlling everything.” In 2003, at the Lakme India Fashion Week, his collection- Kora won him applause and laudatory reviews. He used Kantha and other native embroideries in this collection. He was declared as the Best Designer at the MTV Lycra Style Awards. That year turned him into the cynosure of all eyes. He continued receiving accolades at the Milan Fashion Week in 2005, New York Fashion Week in 2006 and so on. He also started his line of menswear which includes Indi- an wear of dhoti, kurtas, sherwanis and bridegroom wear. Sabyasachi during the 2006 Sabyasachi during the 2006 New York Fashion Week New York Fashion Week Sabyasachi 2003 Lakme India Fashion Week collection

Sabyasachi draws his inspiration from music. Music is followed by aroma which is anoth- er source of his motivation. He also draws his inspiration from his place of origin- Ben- gal. Living in Kolkata, he keeps learning about the life there and portraits it in his work. Kolkata’s scenic backdrops and imprints that have left a never changing impact on his mind is what comes through beautifully in all his creations. Traditional and very ‘Indian’ is his style and he makes the most of it. Gypsies, deserts, antique use of fabrics, textiles, and embroideries get beautifully woven into each sari, lehenga or salwar kameez, which are his areas of expertise. In 2008, Sabyasachi launched his brand of jewelry in association with GAJA- a jewelry brand. Sabyasachi Delhi Store - designed by the man himself that speaks a story of its own

LOGO The first tiger spotting was at the Alipore Zoo, Calcutta by Sabyasachi himself. Little did he know that the tiger that he spotted in the zoo in Calcutta would become an integral part of his life. And, since 2014, The Royal Bengal Tiger be- came the brand logo and has had many outings since then. COLOR Sabyasachi is the king of the India’s bridal Market and he cannot be dethroned. In a sea of gaudy glitz, his subversive aesthetic ignites a new idea of beauty, that every woman, across borders, is ready to accept. There is a shade of red for every Indian woman, ac- cording to Sabyasachi Mukherjee. And the colour choice is ubiquitously popular across Indian brides.

rand visual Belements Sabyasachi logo used according to the requirement of the design





ogo The Sabyasachi logo on men’s shoes L evolution THE LOGO The Sabyasachi belt The Sabyasachi clutch The logo of Sabyasachi that includes the “Royal Ben- gal Tiger” is symbolism of the rich heritage and culture behind it. Like the royal bengal tiger the brand Sabya- sachi is indigenous and truly exclusive to it’s identity. The logo has its own beauty and wherev- er added just add more elegance to the product. The way the tiger is the symbolism of strength, agil- ity and grace similarly the brand is a combination of grace, grounded to its true nature and culture and also stands true to its value and live upto its name.

rand PERSONALITY Identity Traditional, trust worthy, Authentic, BPrism Dignified, A brand PHYSIQUE value in the market, Royal Bengal Tiger, Know for royalness Color Red, Royalty, CULTURE Plunging neckilines, Celebrating the In- dian culture and Rich heritage bringing the timeless pieces to life. Also re- RELATIONSHIP flection on its origin High quality, Person- SELF IMAGE al Experience with customization, Un- Confident, Breaking derstands the sig- barriers, Uniqueness, nificance of Indian Maverick maestro of aesthetics, Predom- Bride inantly textiles of REFLECTION India High End Luxurious collection, a feeling of nostagia, dream for many, gran- deur,hand crafted



There are various insignias that makes Sabyasachi a Sabyasachi. These includes : The Royal Bengal Tiger logo The significant presence of color RED The use of floral motifs, the focus on Indian textiles that include bandhani, block printing, embroideries and others The roots where it all originated - KOLKATA Whenever a collection is launched it is launched as a complete package that includes - the outfit, jewellery, footwear and other match- ing accessories. Takes inspiration from ancient and medievial styles. The font used in the Sabyasachi Logo is Centaur MT Std.

rand BMood board



CLOTHING Sabhyasachi clothing has always been exquisite and one of its kind. It includes not only saree or lehengas but also salwars, churidars and work such as embroideries or bandhani or block printing. The varia- tions are in abundance that is only trying to keep the rich heritage and culture intact and he is successful in doing the same. The clothes truly a representation of what Sabyasachi actually is known for. ACCESSORIES Sabyasachi Packaging The Sabysachi accessories ranges from jewellery to purses or clutches to footwear to the belts. The cate- gories are many and the collections are a representa- tion from the heritage designs to the classic ones. The jewellery collection is a dream come true for the Sab- yasachi bride and the accessories like the belt can be stylised with clothings like lehengas and sarees or any other contemporary dress wherever required. The Sabyasachi Jewellery

RUNWAY COLLECTIONS Sabyasachi first Runway collection was launched in the 2002 Lakme India Fashion Week and since then there’s no turn- ing back. He has been a part of various runway shows un- til now be it the Lakme Fashion Week or any other and he is the only Indian designer to showcase his collection in the New York, London and Miami fashion weeks. He definite- ly know the art of making an outfit look striking and phenome- nal and stand out in the huge crowd of many other designers. CELEBRITIY STYLING Sabyasachi has styled many celebrities so far that includes not only the Indian Celebrities but also the celebrities from Hollywood. The list is huge with celebrities from Anushka Sharma, Deepika Padukone, Aditi Rao Hydari to Hollywood Celebrities like Sophie Turner and Joe Jonas to Oprah Win- frey and Kim Kardashian. The way the style is accepted not only in India but globally states that Sabyasachi is everyone’s favourite in terms of authentic and elegant Indian Clothing. Televison Celebrity Erica Fernandes in Sabyasachi Outfit







rand ADVERTISEMENT CAMPAIGNS B Communication Sabyasachi has always been a master in whatever he has done and the same can be seen in the advertisement campaigns of his brand. The campaigns not only focuses on the upcoming shows, collections but they also tell a story. He is known to be a great story teller and uses the same according to his need. The cam- paigns also have a message behind the way it is told everytime. SOCIAL MEDIA ANALYSIS PACKAGING Sabyasachi is a great manipulator and story teller be it through his clothes and accessories or through the social media special- Sabyasachi Mukherjee once quoted that right ly Instagram where he not just displays his collections and sto- packaging is as significant as one’s product. ry telling but also give attention to the various weddings, par- ties, events that he has been associated with. Instagram being He said how you sell an outfit is as important as what you sell be- his main tool of marketing did give him a boostup where every- causeitcreatesaperfect360degreebrandstoryaboutwhatyouare day he hustles to the instagram feed to add something new. trying to tell about your product and about your vision of the brand. The packaging of speaks for its brand story. The various prod- He has different instagram handles for his various categories of ucts and collaborations have the packaging for the kind he have works that includes a separate page for accessories, then for ventured into. Be it the simple and elegant packaging of his inline jewellery also followed by separate pages for the brides and the products that includes the clothes or jewellery or shoes or on the grooms of Sabyasachi apart from the main official page of him. The other hand the spohisticated and marvellous packaging of Loreal social media account of his speaks of elegance and beauty that that not only reflects the brand story of the makeup brand but also leaves you with anecdotes to be told to people and talked about. strikes a great amount of resemblance to the Sabyasachi brand. Thus, its not just the product that sells in the market, the way the product is sold also plays an important role there.





DELHI STORE KOLKATA STORE Brides who are fond of regality love to picture them- The store is located on Lake Road, Ballygunge, and is a selves in a Sabyasachi ensemble. His flagship store in must-visit for anyone who loves to wear designer dresses. Delhi features a stunning range of bridal wear, mens- The store is as grand as his lehengas, and it starts at the wear, accessories, and ready-to-wear outfits. Sabyasa- entrance. With a wooden accent and the Sabyasachi logo chi Delhi store is truly a shopping experience to treasure. shining bright, you’ll know you have reached the right place. From clothing to jewellery, to other accessories, the store is nothing less than royalty. The bridal collection Staying true to his style, Sabyasachi’s Kolkata store and the is divided into two categories - affordable luxury and Mumbai one share great similarities starting with the colour luxury. The lighter lehengas more suitable for pre-wed- scheme. The royal red, along with the floral patterns on the ding functions range between Rs 3-4 lakhs, whereas, curtains, will ring wedding bells even if you’re already married! the bridal wear starts from Rs 5-6 lakhs and upwards. The ambience of the store evokes a feeling of nos- The store showcases beautiful outfits for both men talgia and as you arrive, a sweet floral aroma will wel- and women, making it a perfect place for the cou- come you at the entrance. As you walk through, you will ples to look for their dreamy outfits for their The Day. enter a dimly lit corridor with high walls which is deco- rated with painted tiles, hanging printed drapes, and a gorgeous hand-painted chandelier. A total of 63 art piec- es, 214 Dutch plates, 112 antique carpets, 57 chande- liers, 318 retouched studio portraits, and 5 rare Tanjore paintings make the background for Sabyasachi outfits. MUMBAI STORE Sabyasachi Mukherjee’s flagship store in Mumbai is an ode to the city. Located in a colonial building at the city’s cultural centre, Kala Ghoda, it features elaborate bridal dresses, ready-to-wear saris, and Indian and west- ern clothing. Here brides can also find tailor-made wedding jewellery personally curated by the designer. A result of six months of planning, Sabyasachi’s store in Mumbai is more about an experi- ence and less about retail. The designer wants the brides to come in and enjoy the luxurious space he has created. Here you can pick a cup of hand-pressed coffee, read a book, sit back and relax. Kishan Das & Co. of Hyderabad known for heritage jewellery since 1870, houses a specially curated line of wed- ding jewellery designed by Sabyasachi Mukherjee at a shop-in-shop at the Mumbai store. The brides who visit the store for their wedding shopping can seek guidance from the team on jewellery that will complement their outfits.



Collaborations SABYASACHI X THE ELEPHANT PARADE Designers and homegrown luxury brands across the country came together to create an artistic rendition of of 101 India-inspired ele- phants in fibre-glass. The Parade toured the country for a good cause fighting for the conservation of the Asian elephant. Sabyasachi Mukherjee’s ele- phant is green and features floral motifs. The groves of the Sundarbans came alive on an elephant shaped sculpture created by designer Sabyasachi Mukherjee. The for- ests seem to be redolent with mysteries, akin to the ones in Enid Blyton’s The Magic Faraway Tree—which was among Mukherjee’s favourite childhood reads. His interpretation of the Sundarbans is just one of the 101 elephant sculptures that was showcased across India till March 2018 as part of the ongoing Elephant Pa- rade.

SABYASACHI X POTTERY BARN Back in 2016, Sabyasachi also col- Indian designs are creating space in homes laborated with the home furnishings across the world as Sabyasachi trans- giant Pottery Barn to launch a range forms ancient textiles into modern sil- of home furnishings. This collabora- houettes for International brand Pottery tion consisted of over fifty pieces and Barn. By using indigenous techniques like features an eclectic array of colour- hand dyeing, embroidery and block print- ful, globally inspired textiles and décor ing Pottery Barn partnered with him to from bed linen and tabletop to jew- create a collection of global, vintage-in- ellery boxes and holiday ornaments. spired decor you won't find anywhere else.

SABYASACHI X FOREVER MARK Sabyasachi Mukherjee doesn’t believe in trends that switch every season. His artistry is meant to evoke an emotional response — al- ways remarkable, always from the heart. The ethos of producing timeless classics by revering tradition is the foundation for each of his collections. So, when you experience Sabyasachi X Forever- mark’s new collaboration titled Zanyah, its striking resemblance to his silhouettes and antique palette doesn’t go unnoticed. The intri- cate workmanship, gem-like tones and references to the 1920s will transport you to bygone ateliers where baubles were meticulously crafted. In celebration of old-world glamour, Mukherjee brings to- gether enamelling and filigree work — rarely seen with diamonds “The 1920s have always been his favourite era because He has been very inspired by Amrita Sher-Gil, Frida Kahlo, Parisian art sa- lons and flappers. Sabyasachi loves the contrast between living in violent times and beautiful clothing, and also the fact that it was a time when mystery, sensuality and beauty coexisted with glamour. He wanted to create something that was very dramatic; maximal- ist yet minimal at the same time. And as far as the rings are con- cerned, he wanted them to have a classic Renaissance quality.”

SABYASACHI X L’OREAL L’Oréal Paris, the number 1 beau- ty brand, is known for its icon- ic international collaborations, with the best fashion houses such as Balmain Olivier Roust- eing and Isabel Marant. For the first time, it collaborated with one of India’s leading design hous- es, House of Sabyasachi. This The collection comprises of a range of 10 luxuri- partnership seeked to show- ous and intense lip colors, the quintessential black case a beautiful blend of fash- eye liner and the must have volumizing mascara. ion and beauty inspired by the iconic cities of Paris and Kolkata. On the collaboration with L’oreal Sabyasachi said : Aishwaraya Rai Bachchan for L’oreal X This iconic collaboration kicked “It’s been a pleasure to work on this collaboration with Sabyasachi Collaboration off with a festive campaign fo- L’Oréal Paris and celebrate the Indian woman, her beauty, cussing on strong eye and mouth confidence and uniqueness through the ultra-luxe make up makeup accents curated by Sab- line. Aishwarya and I go back a long way and have cre- yasachi and shot on the streets ated iconic fashion and film looks together. So, it was a of Paris, against the beautiful pleasure to collaborate with her in bringing forth L’Oréal X backdrop of the Eiffel Tower with Sabyasachi vision of the new festive collection that start- L’Oréal Paris global brand ambas- ed in India in Calcutta and culminated on Parisian streets sador Aishwarya Rai Bachchan. with the iconic Eiffel tower in the background. I truly be- lieve that she is the epitome of elegance and Indian beauty. Her expressions and confidence has added to the spirit of Celebrating confidence that the festive collection and I hope it is appreciated by all.” stems from a fusion of moder- nity and tradition, the collec- tion is an ode to the beauty of an Indian woman in context of the forthcoming festive season.

SABYASACHI X H & M SABYASACHI X LOUBOUTIN The Sabyasachi x H&M French luxury designer Christian Louboutin launched collab is historic, since it an exclusive collection of women’s and men’s shoes marked the first time an and small leather goods created of handcrafted sari Indian designer lending fabrics from the archives of his close friend, Indi- his name to a project of an couture designer Sabyasachi, in October 2017. this scale. The designer, “Indian handicraft is the best of the best in the who is already a giant in world. The luxuriance of Indian workmanship is at the Indian fashion land- the maximum. I would love the world outside of In- scape, had the opportu- dia to love it as I do,” states Christian Louboutin nity to penetrate a wider Achance meeting between the two designers in Sabyasa- market of fashion enthu- chi’s Mumbai boutique lead to an immediate connection siasts across the globe. ignited by their boundless creativity and shared adoration of India’s culture, exquisite craftsmanship and love of food. Taking a step away from his signature couture aesthetic, the maverick has played with prints for a resort-friendly line that also features a sari. Priced competi- tively, the designer aimed to ful- fil his dream of democratising good design through this com- ing together of forces. Sequins and thread work were replaced with the unmissable Ben- gal tiger—his preferred logo.

SABYASACHI X BERGDOF GOODMAN Collection of Bergdorf Goodman New York X Sabyasachi Jew- ellery features three collections: Chowringhee, The Sudder and Bengal Royale; all the pieces are very delicate and ele- gant looking and the construction seems no less than artwork. Chowringhee Collection Made of brilliant-cut diamonds, tourmalines, pearls set in 18K For those of you who don’t know gold, the Chowringhee collec- about Bergdorf’s, it is a very fa- tion is drop-dead beautiful jew- The Sudder Collection ellery pieces and all the piec- mous luxury department store es are simply breath-taking! The Sudder collection of based out of New York. The com- Sabyasachi jewellery re- pany goes back to 1899 and has Bengal Royale Collection volves around diamonds the best of luxury brands under such as blue sapphire, bril- it. What’s exciting is that Sabya- This specific collection of the liant-cut diamonds, emerald, sachi has collaborated with this collaboration revolves around chrysoprase, pink opal, ruby, store for an exclusive jewellery line beautiful statement pieces made turquoise, tourmaline and of brilliant-cut diamonds, Basra pearl set in 18K gold, ruby, pearls, rose-cut diamonds, pearl cat’s eye, fluorite, aquama- sets and whatnot. It’s a breath- rine, chalcedony, peridot, taking collection and can easily crystal and lemon quartz and the list goes on and on. be identified as one associat- ed with Sabyasachi Mukherjee.

SABYASACHI X NILAYA The artwork for each of the wall- papers is hand-rendered by artists of the Sabyasachi Art Foundation. Deepika Padukone for Sabyasachi The art foundation handpicks x Nilaya collaboration struggling artists from all across Bengal and offers room and Sabyasachi Mukherjee has a way of tell- board and mentoring along with a ing stories. His collaborative project with stipend. “They are usually in the Nilaya, a subsidiary of Asian Paints that wrong jobs—some obscure agen- creates wall coverings. The Sabyasachi for cy somewhere, where they work Nilaya collection has several prints in each for four or five thousand rupees, of the five stories of the collection, namely: so he gave them a sustainable sal- India Baroque, Makhmal, Jodhpur, Spice ary and set up a studio with all the Route and Varanasi. The average fan of paint, canvases and medium they the Sabyasachi aesthetic will no doubt be want so they can spend about 50 eager to refurbish one's home given the op- per cent of their time creating art timum timeline of the upcoming festive sea- that we can exhibit for them and son but the story behind the artful wallpa- 50 per cent of the time to create pers goes much deeper than ornate decor. something that we can use for my company,” says Mukherjee. This is the first time work creat- ed by the artists has been show- cased on a commercial scale.

CsR SAVE THE SAREE PROJECT An avid supporter of sari, Sabyasachi has started a project to raise the costumers’ awareness about the traditional garment. Called “Save the Sari”, the project supports the artisans by buying their wo- ven stock all year-round to ensure continuous income and employment. “For him, the sari is a piece of textile, a primitive drape and not really a mod- ern garment. But because it is primitive, it still remains classic,” he said in an interview. “It can be used in any modern context and as far as the sari as a garment of choice is concerned, I think what the sari does—be- cause it’s so region specific—is automatically gives you a regional person- ality which for today is the best way to assert yourself in a global platform.” In the CSR initiative he's launched saris starting as low as Rs. 1,800. The aim is to popularize the sari and save the livelihoods of weavers. So ‘Save The Sari’ was created as a project to edu- cate customers about adopting the sari not just for a specif- Sabyasachi’s Save the Sari project basically looks ic time of the year but as an everyday dialogue with their wardrobe. at over 50 weavers in Andhra Pradesh and Ben- gal and ensures that they get work commissioned to them especially during the months of summer.

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HEERAL YADAV