It’s a busy time for Raj Shroff and he admits to have put his social life on the backseat to finish work on time. After all, showcasing at The Marais Showroom (owned by Tariq Shan), during the Paris Fashion Week 2011, is a big deal in the fashion fraternity. And Raj will be showcasing for the Spring-Summer 2012 collection over there. “Forty pieces in that collection are mine,” says Raj, adding, “I am showing the same thing that will also become part of my collection at the Wills India Fashion Week and it’s an amazing opportunity to be part of this showing.”
Incidentally, Paris comes alive each during during the Fashion Week. And the action isn’t restricted only to the ramps and the venue. Fashion stores across the city will spruce up their collection, featuring designers from different parts of the world because the city will be abuzz buyers from all over.
“I wanted to explore my variations in thought. I am already selling in a few other stores internationally and to some private customers too. And that helps me stay abreast of all the international trends because my clients are constantly updating me on what works in those specific markets. Even when the Paris opportunity came up, I knew exactly what to do and what to create that will work with the market over there. This is like a melting point for various designers and a good entry point to receive orders from that segment,” says Raj.
For those who are going to miss both these fashion weeks, here’s a little info on Raj’s new collection. “I am working on thin silks, muslin and floral patterns. I will also showcase some T-shirts with Ravage’s trademark texture as well because I think tees work brilliantly as casual wear,” says the designer.
According to Raj, fashion has become a much bigger process and is no longer restricted to selling from studios and boutiques. “In order to take one’s brand to another level, one has to constantly experiment with one’s thought processes and see where one can take them. For instance, I am creating a limited edition collection of bedcovers for a store in Spain. It was a very interesting experience and I am constantly looking at exploring opportunities in different markets and catering to a diverse set of people,” he says.
In fact, designers today have much better options available to them. Be it selling overseas at boutique stores or even selling online, Raj says that if one is open to allow ideas to come in, the opportunities are aplenty.
“I sell on the online shopping portal, fashionandyou.com every now and then and due to low margins, I can sell at very competitive rates and I am thinking of having an exhibition as well,” he says.
