Posted by Fenil Seta
Manish D Mishra (DNA; May 16, 2017)
Rheson — Sonam and Rhea Kapoor’s high street label was finally out of the atelier after much speculations among the style junkies, who were waiting for it with baited breath. When early this week, Sonam Kapoor arrived at the airport wearing a denim jacket and a t-shirt midi from the label, it broke the Instagram. Later, Alia Bhatt rocked an identical jacket with a pair of micro denim shorts and sneakers wreaking another wave of OMG-inducing epiphanies. The back story behind the jacket is steeped in nostalgia. The sisters recontextualised their mom Sunita’s ’80s-inspired denim jacket and given it an of-the-moment spin. All in all the label marries Sonam’s love for vintage finds with Rhea’s penchant for sportified femininity.
The line evokes instant likability thanks to its easy breezy appeal — be it the cutesy stationary and mithai prints or the reimagined classic mogra motif sprinkled artfully on a palazzo sari giving it a full-tilt exuberance.
When After Hrs had quizzed Rhea about the label three years ago, she had shared although very reluctantly, “It is the dream product. Our main goal is accessible, fun, liberating and exciting style…”
It’s been almost two-and-a-half years and the girls wanted to create a style vocabulary, which is India’s answer to high street. Sonam shares, “It’s a partnership with Shoppers Stop and not a collaboration or a celebrity endorsement. We’ve designed the clothes ourselves. We wanted to create a label, which spells affordable luxury. We didn’t want girls to get intimidated by fashion but embrace it. I have always believed that fashion needn’t be expensive.”
Sonam has always managed to strike that delicate balance between luxe labels, vintage finds and high street picks. Her personal style has always been approachable and accessible and the label brings home the point that one needn’t rob the bank to look fashionable. “We want young girls to embrace Rheson while keeping their individuality intact,” she adds.
Recontextualising our own closet
One’s keen to ask what was her mother Sunita’s reaction who’s also an acclaimed fashion and jewellery designer. Sonam says laughing, “She loved it. A lot of pieces are inspired by her style. We’ve recontextualised her ’80, old denim jacket and added pockets to it. Both of us are trying to create an experience for people. The label reflects true modernity modern and has an Indian voice,” she says.
The sisters have referenced their own closet and given it a refreshing edge — be it their bell-sleeved short dresses or the ’90s inspired Chloe numbers. “It’s the late ’80s and the early ’90s that’s when we grew up make their presence felt strongly.”