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Fashion For The Millennial Woman

Thursday, February 22, 2018

Founder and CEO of Zapyle, Rashi Menda, sits down for a chat with Sunny Rodricks, in which she talks about her in-house fashion label ISU

Rashi Menda dons many hats. Not only is she an entrepreneur, but she is also a fashion connoisseur and a champion of equal rights for women. She works with various women empowerment groups and yoga is her favourite way to relax. After the success of Zapyle, an online fashion destination that houses over 80 international brands and designer collections, Rashi recently launched her in-house brand, ISU (pronounced ‘is YOU’), which features edgy styles and on-trend pieces. We caught up with Rashi for a little chat. Here are excerpts from the conversation.

You’ve just launched a new brand ISU. What does it stand for?
ISU stems from something as simple as each customer’s desire to follow fashion that relates to their personality both in terms of aspiration and reality. We are striving to build an emotional connect with the customer and that is the key distinguishing factor. While you may find us chasing trends, we are working towards building a label that will bridge the gap between fashion and occasions in the day-to-day life of a woman.

Tell us more about Puja Saraf, the in-house designer behind ISU? 
Puja assists us with design and product building for collections that ISU can host across its own as well as external platforms. She has more than 13 years of industry experience in womenswear, western clothing, a keen eye for detail and a passion for trends. We share a common thought of creating products that keep customers in focus and are designed such that they fulfil their trend aspirations.

How do you go about sourcing fabrics and drafting patterns to make sure quality is maintained?
We have a 60-day planning-to-development process. The first step is market research and we follow trends very closely. At this stage, we try and understand what women around the world are buying from brands such as TopShop, Zara and Anthropology. Drawing inspiration in terms of prints, patterns and design, we map it to the Indian audience’s demand and create designs accordingly. 

Tell us more about ISU’s all-new collection?  
Our first collection was the party collection. It is inspired by the bright lights of London and packed full of edgy, downtown styles. It is full of on-trend pieces, from party-ready bodycon dresses to  ripped skinny jeans and blingy coverups for the perfect night-outs. It is for the girl who is young, wild and free.

What’s next for ISU? 
We are super excited about our Spring Summer collection, where we have created day dresses, shorts, peplum tops and maxi dresses in beautiful floral prints, pastel solids and 100% cotton fabrics. In April, we will expand from apparel into footwear, and in the future, we plan to create a 360-degree wardrobe solution for every millennial woman in India, where she can buy everything from party dresses to winter boots and even swim suits!

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