- Jagruti Katkar
Because goa allows fashion to feel more effortless, expressive and experiential. ” Asif believes Goa’s fashion scene is developing its own character, as a designer, I find that very inspiring.
Even then, I felt Goa had a very distinctive character,” he says. It’s always exciting to bring fashion into Goa’s unique visual landscape,” he says. “Though Goa is not ready for couture, it is good for prêt couture,” he says, adding that the state does not need to imitate Mumbai or other fashion capitals. ‘FASHION HERE IS CLOSELY CONNECTED TO LIFESTYLE’ Comparing Goa with Mumbai, Asif says the two offer very different fashion environments.
Fashion designer Asif Merchant has been visiting Goa since the 1990s, when the state offered a quieter, more relaxed experience. During a recent visit for a fashion shoot with actor Pooja Batra , he spoke to Goa Times about his long connection with the state, its evolving fashion identity and why he could see himself spending more time here. Asif first visited Goa in the 1990s for a New Year celebration and kept returning for nearly a decade. “I first visited Goa in the 1990s, and I remember being struck by its incredible sense of freedom and effortless beauty. The beaches, the Portuguese architecture, the colours, the music and the relaxed way of life stayed with me. His latest visit brought fashion into that landscape. “I’m in Goa this time for a fashion shoot with actress Pooja Batra. For him, the state offers a different creative environment. “The architecture, tropical surroundings, light and relaxed lifestyle create a completely different mood for a fashion shoot. “Goa’s fashion energy is becoming increasingly interesting. There is a beautiful mix of resort wear, contemporary silhouettes, sustainable fashion, artisanal craftsmanship and a very relaxed approach to luxury. However, he feels Goa is better suited to certain forms of fashion than others. “Goa doesn’t need to imitate Mumbai or any other fashion capital. It has the potential to create an identity that is completely its own. “Mumbai is fast, ambitious and constantly evolving. It has a very strong commercial and celebrity-driven fashion ecosystem, which pushes designers to constantly innovate and compete. Goa, on the other hand, is more instinctive and experiential. Fashion here is closely connected to lifestyle. People dress for themselves, for the environment and for a certain feeling rather than simply following a trend. ”
It was very different from the Goa we see today, quieter, more relaxed and deeply connected to its natural surroundings. It has always had an inherent sense of individuality, but today I see that translating into fashion in a much stronger way.