That’s the question a buyer asked me during press day at London Fashion Week. One sentence, and it told me everything about how the world still sees us. For centuries, Indian hands clothed royalty and built the idea of luxury itself. Now we create for ourselves, and suddenly it’s “overpriced.”
We know better. Every piece in Virasat is block printed by hand, woven by karigars whose families have done this work for generations. This isn’t a discount version of Milan. It’s the original.
Pre-orders for Virasat are open now on Zero Tolerance’s official website. Share this, save this because if we don’t defend Indian craftsmanship, who will?
2 days agosrushtiparmar__
As a consumer, I am willing to pay a fair price; the real issue lies elsewhere. This post is a clear challenge to the misconception that Indian designs shouldn’t command luxury prices. As an Indian consumer, I vehemently oppose designers who use cheap-quality fabrics. The tactile feel of such fabrics is unacceptable, and they charge exorbitant prices simply because the material, which closely resembles paper, has been painted, manipulated, and branded with a designer label. This constitutes deception. Products must not only be visually appealing but also feel luxurious to the touch, that is real luxury designer clothing.Only a few truly understand what I am asserting.
2 days agonabeelfroze
Luxury isn’t created by a price tag. It’s earned through years of craftsmanship, consistency, innovation, and brand trust. European brands aren’t expensive simply because they’re made in Italy or France. They’ve spent generations building desirability, and their local consumers support them first. Indian products shouldn’t be undervalued because they’re made in India, but they also shouldn’t expect a luxury price just because of their origin. Build the value first, then the premium will follow.
2 days agooman_and_beyond
And how many designers come to India to buy the embroidered fabrics?? Nobody talks about that. Amd about the non western cultural designs appropriated by those designs without naming it. I was asked the same question about a hand loomed weaving
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