Tarun Tahiliani’s luxury prêt label, OTT launches debut store in Gurugram
Tarun Tahiliani's luxury prêt label, OTT has launched its debut store in Gurugram, with an aim to capture the burgeoning market of modern Indian consumers. Reflecting a minimalist aesthetic, the store showcases a collection featuring signature Tahiliani elements like jewel printing and chikankari, presented in contemporary silhouettes such as gilets, capes, and kaftans.
According to Tahiliani, OTT democratizes traditional craftsmanship by utilizing modern production techniques and economies of scale, making high-quality design available to a broader audience. Ensuring convenient access for customers, the brand plans to expand its retail presence across India,
Drawing on extensive experience designing for Indian women, OTT adapts classic styles for ready-to-wear, focusing on effortless designs and size versatility. The label blends India’s rich tailoring and draping traditions with modern aesthetics, presenting a fresh interpretation of ‘India Modern.’
Emphasizing on the evolving nature of culture, Tahiliani highlights how OTT reinterprets heritage through technology and contemporary design. The brand allows for creative experimentation, such as transforming Pichwai paintings into monochromatic lace bibs, a concept that wouldn't fit within the couture line.
Embodying a global Indian identity, the OTT consumer embraces international perspectives while remaining rooted in Indian culture. They share a modern, global mindset, proudly expressing their Indian heritage. The brand aims to cater to this diverse, modern Indian who seeks accessible luxury that reflects their evolving lifestyle.
