Rohit Bal saris selling out online
After Sabyasachi and Manish Malhotra, it’s Rohit Bal’s turn to kickstart an online shopping frenzy with his new range of affordable saris called All Attitude.
Bal joins the list of big names retailing on Pernia’s Pop-Up Shop, a shopping portal launched in 2012 by stylist-turned-designer Pernia Qureshi. Though Bal’s collection was unveiled barely two days ago, some of the saris already sport sold-out signs, despite the fact that there are about six saris per design.
It’s likely due to a more competitive price point. This particular range is priced between Rs 26, 490 for a chanderi drape with Bal’s trademark lotus butas and Rs 31,490 for a more decadent georgette sari with velvet appliqué.
“Though the garments are priced lower than usual, I didn’t want them to look cheap,” says Bal, adding, “I spent time researching what we could offer within this price range, rather than just adding a readymade border and calling it a Rohit Bal sari.”
Speaking to Vogue in November last year when she introduced the Manish Malhotra capsule collection, Qureshi pointed out how “there was a strong demand for something accessible from these aspirational designers. Rs 30,000 is still a lot of money, but it’s nothing compared to Rs 1,00,000,” which is the usual number on the price tag.
Still, Bal is no rookie in the online space. His previous collaboration with an online portal was for Fashionandyou.com, where he created a special festive line that debuted around Diwali last year.
Ask whether he plans to set up his own online flagship store, and he says, “I’d like to have my own online store by the end of this year, but I have so many projects on hand right now that I can’t dedicate time to it. But my collaboration with Pernia is a long-term one. In fact, we’re already working on our second edition.”