FabNU from the family of Fabindia looks fresh, fun and cool. Dipali Patwa, group head of brand, community and digital, Fabindia Group of Companies, tells The Telegraph about the new addition to the bouquet and why the heritage brand had to “create a special brand” for Gen Z.
Dipali Patwa
FabNU surely looks fabulous! Take us through the genesis of the brand.
Thank you! Our growing younger community inspired us to create FabNU. The millennials and Gen Z are the real conversation starters, free-spirited and determined to create their own niche; that we had no choice but to listen and create a special brand for them. The FabNU woman is a global citizen who appreciates local. She is just as comfortable scrolling and relating to digital trends as she is tapped into the richness of her traditions and craft. She is a storyteller, conscious consumer, socially savvy, action driven, working towards her own purpose while being part of her community and tribe. With a social first mindset, this TG also cares about how something is made and the value proposition which is quite unique to them. That is exactly what Fabindia has been a part of for 61 years and counting. So with this launch, it is our attempt to connect closely and collaboratively with our younger and growing demographic.
FabNU is a NU approach, a NU avatar, a NU brand, for You! The brand is a salute to our ever-growing younger demographic where age is just a mindset. It’s a fun, colourful, comfortable, stylish approach for the everyday fab millennials and gen zoomers while keeping our connect to the craft and community.
Most of the silhouettes are unlike anything Fabindia has probably done in the past. You are having a lot fun, right?
You bet! Our design and brand teams collaborated and had a lot of fun putting this together and styling it for the younger generation.
What are your personal favourites?
I love the NU Dresses — the wrap dress being my personal favourite, followed by the jumpers — so easy and comfy from work to lounge and back.
The FabNU home line
Take us through the home line too. It’s surely for young people buying for their new house or couples moving into new homes?
FabNU Home, just like our apparel, brings forth a youthful approach, a modern celebration of trends, patterns and colours. The brand marries style and affordability with aesthetics and comfort through its offering — NU Bloom and Bohomix. FabNU home is determined to address its younger community through its contemporary styling, ideal for tech-savvy and socially conscious minds, drawn towards eclectic and quirky interiors. FabNU Home is a perfect way to integrate all things fun, fusion, vibrant and multifunctional for work, lounge, live and entertain from home, the NU way!
What would make for great gifting items?
Design teams have created so many wonderful giftables from our FabNU jewellery to our FabNU home decor, mugs, frames and more. Check them out on our social media channels @fabindiaofficial, @fabindiahome, and on fabindia.com and our select Fabindia stores pan-India.
What is ‘new-age-looking’ like to you?
Whether developing your personal style, admiring that of others or being really invested in brands that feel true and tell a story, the idea of authenticity is of utmost importance for the new-age consumers. For us, with the introduction of FabNU, to be able to have a clear narrative for our growing community while connecting the dots to our brand vision and purpose, seems even more relevant as we move towards the future.
What is the direction that the brand is taking now?
Marvel with wonder, experience without hesitation, travel with love, live without fear, be your authentic self. Find your FabNU, the version of You that you love. Let’s celebrate You! That will continue to be our brand direction.
Pictures courtesy: The brand
