INDIA: Designer Suneet Launches Le Spice

NEW DELHI: As film makers begin to target niche audiences, the fashion world is going the other way. In an effort to widen his reach, Delhi-based fashion designer Suneet Varma launched a new pret line, Le Spice, on Monday in the Capital.

It’s for the Suneet Varma girl not the Suneet Varma woman, he tells us. Varma already has two labels—Suneet Varma Couture and Suneet Varma Collection. ‘‘Le Spice,’’ he says, ‘‘is a hipper, younger, cooler and sexier range of clothes for ladies till about 30 years of age. The price range is also cheaper. Everything is under Rs 5,000.’’ Mumbai will get to see it on October 11 when Varma opens his first flagship store there.

Hipper, younger, cooler, sexier, cheaper ... err, what exactly does that mean? Actually, nothing dramatically different. ‘‘Le Spice is not a new look, it’s essentially a Suneet Varma look, only that it’s targeted at the younger age group.’’ So you have short kurtis, tank tops mixed with skirts and tight trousers with trademark Varma styling and embellishments. Young also translates into bright in this case—yellow, red, cobalt blue, orange and fuchsia—though black, beige and white are still a part of the package.

Varma admits to feeling ‘‘a slight degree of nervous tension’’. He shouldn’t though, considering that he did a test run of Le Spice at India Fashion Week and witnessed the reaction first hand. He even got orders from South Africa, Dubai and UK. And another batch from Surat, Ludhiana and Indonesia. The norm is to use India as a testing ground. Varma has gauged the reaction from the international and small-town market, before deciding to retail from the Indian metros.

Maybe that’s why he feels confident enough to say, ‘‘no other designer (read competitor) will offer stuff like ours at the same price.’’ It’s about the money, honey.

Source: Indian Express

October 7, 2003

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Added: October 7, 2003
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