THIRUVANANTHAPURAM: Even after decades in the fashion world, Kochi International Fashion Week was a beginning for designer James Ferreira. For, at the show, he launched a line of men’s wear, ‘James Men’.
As showstoppers Arjan Bajwa and Natasha Suri walked the ramp, Ferreira who showcased an extremely wearable line of cool comfort wear was a satisfied man.
As someone who had designed for Bollywood blockbusters in the 80s and a regular at the most happening fashion weeks in the country, (after a self-imposed hiatus), the evolution of Indian fashion has been an up, close and personal experience for Ferreira. No wonder that noted film critic, Khalid Mohammed is writing his biography. Outspoken and nonchalant, yet very much down to earth, Ferreira’s is an interesting persona. City Express had a chat with the master designer with an infectious passion for fashion!
So has fashion finally come to Kerala?
This is a beginning. Kerala certainly has the potential to be a market for designer wear. After all, it is one among the foremost luxury car markets in the country.
But will people here spend on designer clothes?
The taste for designer wear will have to be developed in smaller cities and towns. But I do think that in Kerala there is a market for wearable, simple men’s wear. Especially office and casual wear in fine fabrics and elegant designs. Such clothes are not much available in the market now. Women’s formal wear in Kerala is still very much in silk and is traditional.
Is that why you have launched men’s wear here?
I wanted to do that for some time now. I have designed free flowing wearable men’s wear in pure fabrics like cotton, silk and jute. They are light and summery and comfortable. I have used a lot of whites and off whites for shirts and kurtas. I have also launched jeans in jute in colours like beige and black. My clothes will be available in Kochi at the Storm Fashion boutique, when it opens. It will be affordably prized as well.
A lot of your women’s wear is in your signature draping style?
I like fashioning a dress from a single fabric and the draping style. And I do the cutting myself for all my designs.
What do you think of the models from Kochi?
The models here have a lot of potential but they lack exposure. The boys have great personalities. They are also very well-mannered and serious about their work.
You have showcased your designs at premier fashion shows like Wills Lifestyle Fashion Week, Lakme India Fashion Week, Signature Fashion Week etc. With so many shows happening, is fashion really happening in India?
Well, it has certainly evolved and some of our indigenous styles have been accepted Internationally. However, it has a long way to go yet. As for the fashion shows, the stress need to be more on clothes. But with celebrities walking the ramp and the whole showstopper business, the attention is sometimes diverted from the clothes.
People need to notice the clothes and shows must generate buyers. Also the models need more work, especially the male models. All the big budget television endorsements and even ramp walking are done by celebrities which leaves hardly any work for the models.