Recent years have seen collaborations become the next big thing in the fashion industry globally. From Virgil Abloh to Louis Vuitton and Victoria’s Secret along with Moschino; this new way of working closely with brands has done exceedingly well bringing audiences of two brands together. Collaborations bring along a sense of exclusivity since they are time bound and everyone tends to want a piece of it, making it sold out within twenty-four hours even. Indian designers aren’t very far behind from it, with luxury collaborations like Abu Jani Sandeep Khosla x Janavi and the latest being Manish Malhotra x Myglamm.
Curato – Recently launched menswear boutique has successfully established its USP in unique and creative collaborations. Dedicated exclusively to menswear fashion, it has an impressive collection of over 40 designers ranging from renowned designers to new talent, meticulously curated from across the country. From classic Indian wear – Rajesh Pratap Singh, Rohit Gandhi & Rahul Khanna, Kunal Rawal, Masaba & Payal Singhal, to edgy formals from Nikhil Thampi, Sahil Kocchar & Pawan Sachdeva, contemporary Indian wear from Pero and Riddhi Mehra, androgynous clothing from Antar Agni and Bloni, Athleisure from Dhruv Kapoor, Nought One and Two Point Two Studio and trendy casuals from Khanijo, Shift, A’men and Doodlage among others.
Talking about their latest collaboration with Gaurav Khanijo, Co-Founders Tanisha Rahimtoola Agarwal & Shibani Bhagat said, “Curato is on its way to create repositories of India’s best conceptual collaborations. From Kanika X BabbuThePainter to Jim Sarbh X Gaurav Khanijo, we are taking bigger strides to cater to this new young generation of fashion conscious urban dandies while strengthening the menswear designer network. We are glad to witness such an artistic association and plan to come up with many more for our audience.”
At a time where men’s fashion has become popular in India, from an increase in men’s stylists to newer brands catering exclusively to the menswear segment and celebrities looking sharp for event, press launches and more, Curato has given the menswear market a one stop destination to shop. The boutique has not only managed to create unique collaborations but has also emerged in a market which was long called for. With innumerous brands launching every day and struggling to keep up with sustaining themselves, the boutique has definitely found an exclusive edge for its stay in the market.