Vizyon's Shradha Murarka tells us about the challenges of selling Bollywood-approved luxury fashion to Kolkattans

If you’ve ever questioned Kolkata’s cred as a luxury fashion powerhouse, you should know that everyone from Katrina Kaif to Anushka Sharma have sourced some of finest their statement pieces from a Ballygunge flagship. For 11 years now, Vizyon has been the go-to destination for the leading fashionistas from the city and beyond. But what does it take to sustain a luxury fashion label in the city today? Vizyon’s Shradha Murarka helps us understand:

How has the language of your label evolved?

When we started Vizyon, it was a homegrown label with a focus on bespoke and over the last 11 years we've evolved hugely. Today, the Vizyon woman is someone who has her own identity and a very distinct sense of style and our numbers are meant to complement their personal element. 

Over the last 2-3 years we've started doing these capsule collections between seasons, because I can't keep the same number hanging up in my store for an entire season and I've noticed it lets my clients enjoy our work further.

How hard is it to run a luxury fashion label in Kolkata?

I've been extremely blessed with a very discerning clientele, the women here have always been open to experimenting, it’s the best support system I could have hoped for. Lately, with the influx of high street brands in the city most buyers are obviously lured by the convenient price tags; but in a way, that has helped us to draw a line to define our label further and strengthen our brand as a luxury wear destination. 

It's funny, even me, when I need something as basic as a pair of stretch pants, maybe I give those brands a try. I tell my clients to do the same as it's not something that I need to put together for them. It helps them value our line-up further when they explore all options and see the difference

Vizyon has a strong social media presence. Are there any cons involved?

Social media obviously helps in some ways; but at times I feel it has gone to such a point that now it's just a big bubble and people would soon be clamoring for a detox. If you look at our Instagram page, it's very balanced we only post something to enhance the feel of the brand, and it’s not a virtual overdose.

Bollywood loves your brand. What are young B-townies looking for?

Oh, they are always looking for fun and bold fashion. I love how experimental and confident they are about their choices. They do go wrong, since whatever you wear has to complement your personality, but at the moment it's very trend-centric. 

One change you'd like to see in the buying patterns of the city

It's a little frustrating when buyers follow the herd, I really want women to shop for themselves and have their own style identity. Personally, I believe in wearing a garment in different ways over wearing it just once so it's essential to know what works for you

What's your go-to fashion like?

My style is a bit understated. At work, you'd probably find me wearing an easy dress shirt and some comfortable sneakers. I love dresses for evening wear and I love accessorising as they can really switch the mood of any look