Providing a new-age twist to classics, homegrown label Mellow Drama strives to create timeless fashion pieces that boast of edgy elements in terms of silhouettes and value addition. With techniques that are contemporary and created by artisans in-house, the label teams wearability with trans-seasonality.
A one-stop solution for pretwear, the brand prides itself in using pure fabrics that feature easy fits and contemporary cuts, highlighted by fine embroideries and quirky embellishments. As the name suggests, the oxymoron in Mellow Drama’s name reflects Founder-Designer Aaina Mahajan’s design aesthetic which is to create timeless pieces that are effortless and comfortable with details that introduce bursts of drama.
In keeping with the same, details such as statement sleeves, unconventional details, studded embellishments, ruffles, fringes and distrusted denims make the pieces stand out. The brand focuses on fabric manipulation to create visual imagery and one-of-key pieces.
Priced between Rs. 14,000 and Rs. 29,000 for coordinate sets, Rs. 13,000 and Rs. 16,000 for dresses, Rs. 7,000 and Rs. 10,000 for tops and shirts, Rs. 10,000 and Rs. 17,000 for jackets, Rs. 13,000 and Rs. 15,000 for playsuits and jumpsuits and Rs. 16,000 and Rs. 18,000 for their athleisure category, Mellow Drama has something for everyone in sizes ranging from XS to XXL.
Aaina is a one-woman force behind Mellow Drama. With a Masters’ Degree in Fashion Business from London College of Fashion and four years of industry experience having worked with international labels including TopShop and River Island, Delhi-based Aaina has been adding a heightened sense of drama to timeless fashion ever since the launch of the brand in 2016. Having kick-started with a small product line of T-shirts and sweatshirts, the brand has rapidly expanded since then.
Apparel Resources (AR) gets candid with the designer to highlight how Mellow Drama is bridging the gap for westernwear in the Indian market by introducing dramatic statements to everyday pieces all the while ensuring affordability, quality and seasonality of its products.
AR: Take us through your educational qualifications and work experience prior to starting Mellow Drama. What made you venture into the field?
AM: After gaining immense industry experience having worked in merchandising with high-street brands like Top Shop and River Island, I decided to launch my label of contemporary clothing in 2016. I strongly felt there was a gap in the Indian market, where there was lack of clothing which marries comfort, quality and high fashion at affordable prices.
AR: Who does Mellow Drama target?
AM: Since we focus on classics like whites, denims and a lot of neutrals, the target market can range between women aged 18 years and 65 years. The brand curates for a woman who is unabashedly herself and expresses her take on the world through fashion that is bold yet comfortable.
Aaina linked her childhood inspiration of European architecture, museums and the vibrance of local boutiques with her mother’s sense of effortless style.
AR: What is one valuable lesson/skill you learnt during your tenure at international labels such as TopShop and River Island that helped you in Mellow Drama?
AM: There is no such teacher as on-the-job experience. Once I worked with these brands, I realised that to be an entrepreneur, there is no job that is too big or too small for you. One must start from the scratch and learn and develop knowledge from basic techniques like pattern making, fabric knowledge to developing the piece from the concept/initiation to the final product. You must possess knowledge even though you have a team under you, and you must be constantly in the loop with the new technology/techniques available. It’s a process of constant learning and growth.
AR: How big is the team at Mellow Drama today and where is the main manufacturing unit located? Is production and manufacturing entirely done in-house or do you also outsource certain products to other vendors?
AM: We have a team of about 35 to 40 in-house people and our main manufacturing unit is located in Okhla Industrial area, New Delhi. Mellow Drama’s final production and manufacturing is all done in-house; however, we do outsource certain printing and denim washing programmes from vendors across India. They are mostly based out of Faridabad and Noida.
As the designer, marketeer and ops for her label, Aaina has created a community around the Mellow Drama aesthetic, selling directly to shoppers online. This direct customer outreach has grown Aaina’s business from a 5-person operation with two lines to a team of 35 sending home thousands of orders.
AR: Does Mellow Drama work with Indian craftsmen to revive or highlight certain crafts? If yes, what are some of the artisans and/or clusters that you work with and for what all crafts? Where are they based locally and/or internationally?
AM: Most of our techniques are contemporary and created by our artisans in-house. However, we have experimented with crochet, which was mainly done by hand by rural women in Andhra Pradesh. We have also worked with tie and dye technique, which is one of the most traditional and oldest methods of printing. We got this developed from the local artisans in Rajasthan.
AR: What are the main materials and fabrics you work with? is it outsourced or created by you, or a mix of both?
AM: We mostly work with pure cottons and denim. We have our fabric vendors for denim in the south and source most of our cottons from mills in Surat.
AR: India is famous globally, for its local markets and hubs. What are the hubs (both local and international) that you prefer for sourcing your raw materials and fabrics from? Name a few areas you regularly work with.
AM: We source all our fabrics and trims locally. We source our cotton from mills in Gujarat, denims from the south. We also like to develop our own trims and details though fabric manipulation and distressed details. For sourcing our studs and embellishments, we often visit the local markets and vendors based in Old Delhi.
Every piece is highlighted by fine embroideries and quirky embellishments to create a world of high-fashion that is comfortable and affordable.
AR: What is that one thing about the Indian consumer desires that western brands are able to provide but Indian homegrown brands struggle with?
AM: I feel there is a lot of fast fashion that has come up in Indian brands over the last few years. There is a surplus and influx of brands and products available; however there is so much cost cutting with no emphasis given to pure fabrics and timeless pieces.
AR: How many collections do you come out with in a year— is the line season-based, drop-based, edition-based? How often do you replenish your stock online and in-store?
AM: We come up with 3-4 collections a year. These collections are edition-based and drop- based. We are now working towards making more niche collections with one-of-a-kind limited pieces and doing drops more often. This provides newness to the customer more frequently and avoids extra consumption and wastage.
We primarily retail through our online store. We secure all our raw materials and replenish our stock only once it is nearly over on a need-based basis, to avoid wastage.
AR: How do you integrate sustainable and ethical practices at Mellow Drama? Please elaborate on how you achieve these across various departments.
AM: We follow ethical practices of minimum wages and support to all our employees at every level. We try to be environment-friendly in our sampling and manufacturing, by avoiding fabric wastage through smart pattern making. We try using scrap materials as trims on the garment. We also try to reduce water wastage by using digital prints and only use pure and ethically sourced fabrics for all our pieces.
AR: What, according to you, is driving consumption in fashion categories in the Indian market?
AM: With people being more aware and fashion conscious, the fashion market is booming in India. An integration of fashion and technology through social media, digital advertising and online shopping also gives consumers access to a wide range of brands. Fashion brands are becoming more aspirational with the middle-class wanting to save and spend, and the luxury market expanding. However, this is also leading to a lot of fast fashion and overconsumption, which we need to be mindful about.
AR: What are your future plans for Mellow Drama?
AM: We plan to build a community and are scaling the brand domestically by creating more awareness and focusing on digital marketing. Besides this, we also plan to take the brand to stores and boutiques internationally, by taking part in trade shows and showrooms.
Mellow Drama retails through its online store, www.mellowdrama.co.in, as well as via MBOs such as Aza online and Ogaan.
