Beauty & Fashion >> Indian Fashion Designers >> Lina Tipnis

Abu Jani and Sandeep Khosla I Aki Narula I Arshiya Fakih I Anuradha Vakil I Anamika Khanna I Anita Dongre I Anjana Bhargav I Anshu Arora Sen I Aparna Jagdhari I Arjun Khanna I Ashima & Leena Singh I Ashish Soni I Azeem Khan I Deepika Govind I Hemant Trivedi I Jattin Kochhar I JJ Valaya I Kiran Uttam Ghosh I Krishna Mehta I Lalit & Sunita Jalan I Lina Tipnis I Manish Malhotra I Manoviraj Khosla I Meera and Muzaffar Ali I Mona & Pali I Monisha Bajaj I Monisha Jaising I Niki Mahajan I Payal Jain I Poonam Bhagat I Priyadarshini Rao I Puja Nayyar I Ranna Gill I Rina Dhaka I Ritu Beri I Ritu Kumar I Rocky S I Rohit Bal I Rohit Gandhi and Rahul Khanna I Shahab Durazi I Shantanu & Nikhil I Sangeeta Chopra I Savio Jon I Tarun Tahiliani I Vandana Roy I Vijay & Shobna Arora


lina

Lina Tipnis belongs to that band of designers that has steadily climbed the ladder of success with hard work and a disciplined business sense. Lina began her career by designing in 1987 for her retail outlet at the Oberoi, Mumbai. She is candid about her lack of professional training when she says," I have had no formal training in designing. I am fortunate to have an inborn desire to create garments"

After having retailed for 5 years, the next logical step was wholesaling. In 1992, her label sold Indian semi formal and fusion co-ordinates to select stores in India and abroad. In 1997, she launched her label Linarika that is now sold in over 30 stores in India as well as the U.K., Southeast Africa and the Middle East. While the Indian semi-formals are marketed through these outlets, the fusion lines with a very international flavour are aimed at the European markets. Today, the label has a loyal customer base amongst its target audience profile.

In 1997, Lina was invited to showcase her collection at one of the world's largest and most prestigious garment fair- CPD (Collection Premieren Dusseldorf) hosted by the IGEDO Company. Her collection received an overwhelming response.

Ever since then, Lina has been successfully exporting her fusion lines to stores in Europe. The fusion lines which are available across Europe are simultaneously sold in India through stores like Melange in Mumbai, Ffolio in Bangalore and Chennai, Ensemble and Kaaya in New Delhi and Elahe in Hyderabad. While her much in demand ethnic prêt lines are sold at Piramyd, KBN, Kala Niketan, Roop Kala, Eternia in Mumbai besides stores in Ahmedabad, Hyderabad, Bangalore, New Delhi, Chennai and Pune.

With the philosophy of 'less is more', her garments are essentially minimalistic ensembles that are modern and simple. Emphasis has always been on engineering and wearability. Working on natural fibres has been Lina's forte. The reason for her success is her capability of having her finger on the pulse of consumer's needs and her ability to compromise with the ever-fluctuating trends of the highly volatile fashion industry. Lina has stabilised in the fashion business by moving into both genres of styling. That is her formula for success besides her marketing and promotional skills.

Lina Tipnis has been exploring fusion couture for some seasons now, and has arrived at a look, which combines classic elegance with a soft sensuality. She has also used fashion for a cause. Post the Kargil war; she initiated a program with Mélange wherein she roped in other designers to sell garments at 50% discount off the regular price. All the proceeds were given to the Kargil fund.

Lina is also a consultant to the Raymond group for setting up of their designer stores selling Prêt. Over the years, Lina has noticed that customers have no loyalty for stores but there is a gradual evidence of designer loyalty building up. Hence, prices have to be constant across stores. Also, she is very keen to work in collaboration with other designers to nurture the fashion business and give it industry status. "The market is very large and there's room for everyone. Designers must first work towards increasing fashion consciousness collectively and then create brand loyalties.




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