Fashion designer Tarun Tahiliani on his new menswear collection for Aditya Birla Fashion, pivoting to single-piece orders, and making e-commerce more convenient for customers
Tarun Tahiliani at his design office in Gurugram
In February 2021, Aditya Birla Fashion and Retail Limited (ABFRL) bought a 33 per cent stake in fashion designer Tarun Tahiliani’s existing business for Rs67 crore. This will also result in the creation of a new subsidiary that focuses on affordable menswear, 80 per cent of which will be owned by ABFRL. The aim is to build the new brand co-created by ABFRL and Tahiliani into a Rs 500 crore business with a retail footprint of more than 250 stores across India.
Tarun Tahiliani launched his S/S 2021 collection – Timelessness – on Instagram via a virtual fashion show in early March. Supporting local craftsmen and artisans, the collection introduces sherwanis with lightweight free-flowing stoles for ideal summer weddings