LoveGen, founded by Dolly (producer Ritesh Sidhwani’s wife), Bhavana (Chunky Pandey’s better half) and Nandita (already a well-established designer) is all about attitude! Targetted at 18-25 year olds, it’s affordable fashion at its coolest best. Their recently launched high street brand created quite a buzz at the PosH RacK fashion pop-up held last month in Dubai.
Masala! met the lovely Mumbai girls over a chatathon and needless to say, we had a blast.
How did this partnership happpen?
I’ve been in the fashion industry for over a decade and have focused on high-end resort wear. I’ve always wanted to expand to a high street brand but a new venture needed a bigger scale and the right partners. One night, when we pondered over the idea, I jumped on it because Dolly and Bhavana were just perfect for something like this. The next thing was that we were at our office, making business plans!
Your brand has styled almost every celebrity out there. What are the challenges you face styling celebrities?
The only challenge is to try and not repeat our looks with celebs, as the last thing we would want is a ‘who wore it better’ post!
Your collection is perfect for the summer. Could you give us tips on wardrobe staples this season?
Whites, whites and more whites. You can never have too many white cotton outfits for the summer! Tent dresses and loose silhouettes are must-haves.
What is your opinion of fashion criticism in India?
Thanks to the digital world, things go viral in seconds. I think, people need to stop being so over critical about fashion. Everyone should be allowed to wear what they want without being punished for it. We don’t have to love every outfit worn by everyone.