Narendra Kumar, the acclaimed designer from India is launching his own line of denimwear aptly-named “Killer Nari” in association with the manufacturers of Killer brand jeans. The range encapsulates drop-crotch jeans patterned with fade-away embroidery that might appeal to punk and hip-hop lovers to Jodhpuri jeans in a dark wash that can be worn at work and also at parties.
Narendra Kumar is a fashion and market consultant to many leading Indian clothing brands and textile companies such as Indian Rayon, Raymonds, Park Avenue, Reed & Taylor, Grasim, Dornier and Arrow, along with global brand names like Levi's, helping them to reposition themselves in the Indian market.
Narendra Kumar spoke exclusively to fibre2fashion about the new denim line. When asked about the reason behind collaborating with Killer, he said, “Killer as a denim brand, has always positioned itself as international and its strategy is to be the pioneer in introducing contemporary and innovative styles, such as “worn out/distressed denim” in India - is aligned with our design philosophy –“Focus on modern cuts and introducing new silhouettes to the market”.
Giving details about 'Killer Nari', he said, “Killer Nari line comprises of a complete collection of denim looks for young men and women. For the men, there are 80s inspired sport jackets, shirts in bold contrasting polka dots and check prints in pop art inspired color palette teamed with stylized jeans in variety of washes and cuts, classic fits and drop crotch styles that call for plenty of attitude.
“For the young women, jeans and shorts with reverse details in unique silhouettes, both structured and slouchy. Feminine dresses in bold prints and ruffle details, jersey draped short dresses that can be worn casually or dressed up, and slogan tops that demand confidence. Killer Nari LFW Winter/Festive 2010-11 collection draws inspiration from contemporary style icons: Kate Moss and Gisele Bundchen and their instinctive ability to mix and match denim, street wear and formal wear with a typically blasé attitude.”
When asked if the masses would be able to relate to the designs or would it be targeting a specific genre of fashion followers, Mr. Kumar informed, “Killer Nari is going to be strategically positioned as the directional denim brand in India. The market is flooded with similar denim styles, so to, differentiate ourselves from the cluttered market, we will be offering innovative cuts/silhouettes in denim that are new to this market.
“In designing this collection, we've kept 80% of the styles trendy, commercial, wearable and palatable to our target market (youthful, trendy and the 16-25 age groups). 20% of the collection will be more fashion-forward and suit a niche market that is more open to being experimental in their choices. Each season we will focus on creating new concepts, collections with strong themes that will attract and resonate with our target audience”.
To conclude this very informative interview, we asked him to share what else does 'Killer Nari' offer to those who are yet to make up their minds, in terms of opting for a fresh style in denims, he said, “Classic straight and bootleg cut in basic washes will compete the collection”.
Fibre2fashion News Desk - India
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