Sabyasachi Mukherjee is a name synonymous to Indian wedding fashion. Right from Rani Mukerji and Vidya Balan to Priyanka Chopra and Deepika Padukone, the couturier has dressed several actresses on their D-day. Not just Bollywood brides, entire Tinsel Town swears by his exquisite creations to make sartorial statements at eminent events. And let’s not forget about his fad among the masses – he is a dream designer for many. Those who cannot afford his creations, willingly settle for replicas from Chandni Chowk.
It is this affordability, and the price tag question, that was also part of a discussion with Sabyasachi, titled Redesigning Fashion Post Covid-19, part of India Today’s E-Conclave Corona Series 2020.
In a conversation with Harper’s Bazaar and Brides Today editor Nonita Kalra, designer Sabyasachi Mukherjee addressed the million-dollar question: why are his creations so overpriced?
“I get a lot of questions on why are my clothes so overpriced. I refute that question with a very simple thing. Everything that pushes for a better quality, will have a price,” said Sabyasachi.
“Every designer has a mandate as to what they want to do. We want to preserve craft at its highest level,” Sabysachi added.
The designer also emphasised on how profit maximisation is not the goal for him and his brand.
“I want my business to stay on much [longer] after I am gone. I want it to be a legacy. I want it to become a 100-year-old or a 200-year-old brand. So you can’t really envision a brand becoming like that with only profit maximisation. Whatever we earn is ploughed back into the business,” the designer said.
Sabyasachi said how looking after the people who work with him is essentially an investment for him. “It is simple. If you look after the people who make you, you will have a better future.”
Sabyasachi also went on to say how luxury was no longer about hundreds of the same things and how this pandemic will result in the rise of the conscious consumer, who will be willing to pay for things that have some value or give us joy.
“Something that does not have majdoori, will not be luxury any more,” said Sabyasachi during the session on redesigning fashion post Covid-19.