A side effect of being a fashion editor is that one becomes a kind of unofficial help desk for getting dressed. You are constantly bombarded with queries about what to buy, how to style something and which homegrown brands are worth it. Over time, I have started answering with the same names.
As a stylist, you develop a shorthand for clothes. There are the pieces that look good on a hanger, the pieces that survive a shoot day and the ones that work for you under the harsh conditions of real life.
The homegrown brands I find myself returning to aren’t always the most talked about. They are the ones that understand proportion, fabric, climate, comfort and that very specific sweet spot between looking put-together and not looking like you tried to assemble a personality from a moodboard. From elevated foundational pieces to handloom shirts and prints that actually feel desirable, these are the labels I cannot stop talking about right now.
Itoh
The foundational piece is an underrated category until you find yourself pulling out the same shirt from your wardrobe for every other event and pretending nobody has noticed. Itoh understands this particular need very well. Their clothes sit in that useful space between quality basics and feel-good fabrics, and the garment has enough style to hold a look together without elbowing everything else out of the frame.
Disclaimer : This story is auto aggregated by a computer programme and has not been created or edited by DOWNTHENEWS. Publisher: vogue.in
