Gone are the days when shopping was an exhausting experience in which you had to endlessly do the rounds of a mall, go through countless trials, and return home a tired mess. ‘Funky Fish’, a duo that lets you indulge in retail therapy, has taken the ordeal out of the experience and converted it into something pleasurable; now it includes not just clothes, but food, drinks and art. All Walks Beyond The Catwalk — a pop-up experiential shopping event, is only the second of its kind to be held in the city.
Pavithra Sagar and Nikita Kapoor Bajaj are the brains behind the unique event, which will bring an eclectic Indian bazaar to the city. Pavithra tells us, “This season we’re trying to showcase what goes on behind-the-scenes during a catwalk show. Therefore, we’re inviting bloggers and stylists, and focusing on upcoming designers. Clients will be able to meet designers like Yogesh Chaudhry and Bhumika Sharma who are creating something special just for the event. Hyatt will also be hosting a pop-up restaurant serving street-style food from across the world. Moreover, there will be a DJ, so attendees can have lunch, talk to designers, and of course, shop!” She adds, “We wanted to create this experience because we wanted to present more affordable fashion from designers and not just stock high-end fashion. It’s less to do with sales and more to do with the experience we are offering, which attracts crowds. We are hoping to continue this into the future, and the next pop-up will be themed around festive wear.”
“Chennai is a great market. It is exciting that I will get to meet clientele and get their feedback on our creations. The concept is unique and gives a wholesome experience. I really appreciate that there is someone curating designers and they’re all available under one roof,” says Yogesh Chaudhary of fashion label Surendri. He adds, “I’ve created exclusive pieces for the event, keeping the wedding season in mind.”
Nikita Jain, who will also be present at the show with Baani Sachdev to showcase their line, E.Z.R.A, says, “We stock in several stores across the city but this is the first time we have got an opportunity to meet our audience in Chennai. I think it’s important for client-designer interactions because they can get a clearer picture of what will look good on them. I think Chennai, like most other cities, is very open and we’ve received a great response from the stores.” She concludes, “We’ll be showcasing 31.03, our new collection, which will use a lot of metal watch parts.”
