Masaba Gupta is a bit of a firecracker—she’s not afraid to print what’s on her mind. What’s more is that she’s sure of having caught the pulse of the moment and the fact that everything she makes will translate into sales. When asked how can an upcoming designer use the power of youth to their advantage, Gupta is candid in her response: “By being honest,” she simply lays it down.
The designer began her journey in 2009 with Lakmé Fashion Week’s prized Gen Next spot. She’s on the latest Forbes 30 under 30 list, regularly dresses the likes of Kareena Kapoor Khan, Alia Bhatt and Sonam Kapoor, and has no plans to slow down. “I’m never not working. If I am not at work, I am talking to a stylist or an actor or an agent for something or the other,” she says. But how did the 28-year-old achieve all that in less than a decade?
Gupta categorises her eponymous brand that’s best known for its wild use of colour and eye-grabbing prints under ‘kitsch pop’. “It’s independent, easy, forward thinking,” she says. She now boasts three stores in the country and sells online. But her biggest strength lies in understanding and catering to the market several designers have desperately attempted to woo—the youth. “I design for girls like me, I go to the same places to eat drink as these girls and I have the same problems as them, so I am literally living their life and designing for that life,” says.
Aside from ready-to-wear, and a fresh dive into festive and occasion wear, Gupta also has a line of accessories that includes diaries with original design sketches, travel pillows, trays, socks and even custom gifting options for weddings. She is smart not alienate the customer that forms her strong fan base. Far be it from Gupta to undermine the power of small fashion goods. “The fact is that there are young girls who can’t afford me but they should feel like they own a part of my label anyway. It’s just to keep them from being intimidated. Also, print is the easiest thing to translate onto everything, so why not,” she says.
From cameras to candies and firecrackers, Gupta has made a mark with her unique sensibility. Voguespoke to the designer about making it big, getting ripped off and finding her own tune.
What was your first ever runway show? What were your learnings from it?
That would be my graduation show at my college. My learning was whatever can go wrong, will go wrong anyway; and chances are it will go wrong on your biggest day.
When starting off a career in design, did you have a vision for yourself?
No, it’s more to do with survival each day at that stage because you are still testing waters.
At what point did you realise you were going from a known label to one that was recognised all across the country?
I was in Lajpat Nagar in Delhi when I saw my fakes at a market.
You had one of the first Instagram shows in the country; how did you plan that?
We didn’t plan it. We had this idea, and my friend Joy Dutta the photographer, who is no more, sat down and said let’s make it happen. So, we shot it like a regular show and sat down in real time uploading it—and then the WiFi died for a few minutes. It wasn’t planned at all, but it was one of our bestselling collections!
You have a large fan base of young girls—how do you create clothes for that audience while also catering to a larger more varied audience?
It’s a mix, because I have my mum and her friends who also love my clothes and give me feedback. I am a little bit of an old soul and my style is fun, but some days I only wear monochrome with pearls and drink whisky. Rest of the time I am doing shots and downing pizza. That’s exactly how I design… a little bit of refinement and a little bit wild and fun.
What role does social media play in the growth of brand?
Everything today. Sadly, it’s very misused. Visibility on social media is of key importance, but it depends from brand to brand.
How important is it for you to react to current events, to continue having a dialogue with your audience?
I react to what’s relevant to me and what I can add to. Like I find that talking about body confidence and just regular girl issues is up my alley, and I know what I say will be heard and maybe even save a life, so I constantly talk about it. But if you ask me to comment about Rahul Gandhi just to join a bandwagon, I won’t.
How important is it to have your own voice and aesthetic reflect on your social media?
Ask those 200 designers who think its okay to copy other designers and call it their invention. I think very, very few people have an individual aesthetic. You can and you will get lost if you don’t stick out of the crowd because it is the easiest thing to have mistaken identities in fashion.
What is your advice to the new crop of designers?
Please stop saying you are ‘overwhelmed’ to be acknowledged and featured in the paper when you’ve paid yourself for an article on the front page of a newspaper and written the caption yourself. We all know media net exists; I know the cost too. Think ahead, you will have to find a plan beyond the first showcase.
What are the things you stay away from while using social media?
Nothing really… haven’t thought about it… but maybe nudity?
What are the benefits of having your own store versus selling online?
You need people to touch and feel clothes. Also in India, people need the experience and shopping for them is an event. Online is great for the smaller towns where you can’t reach sometimes.
How much does a celebrity spotted in your design affect sales?
There’s a huge success rate [when a celebrity sports your design] but it depends who wears it. Sonam, Alia and Shilpa can create an online shopping crisis overnight when they wear us, which is great.
Have you ever resisted change?
No, but I am not in love with it either.Read more at:marieaustralia | bridesmaid dresses online