FabNU by Fabindia is the Cool New Fashion Brand to Shop From

Of course you’re already familiar with Fabindia—the brand known for celebrating India along with its cultural heritage and craft, has something very exciting to look forward to…the launch of FabNU, which melds incredibly chic, stylish, modern outfits with the power of Indian craft and techniques. 

Who is the FabNU woman? Well, just about anyone who enjoys beautiful, flattering clothes and separates that demand to be worn and re-worn. But, also someone who embodies the spirit of FabNU—the brand reminds its wearers that age is just a number, and holds true to its tag line of ‘CelebrateYou’ and ‘UnapologeticallyYou’. FabNU, in a nutshell, aims to offer apparel and accessories that embody the authentic woman of today. 

One of the particularly significant things about the FabNU collections is a conscious focus on stylish, effortless separates that move with ease from brunch with friends to dinner dates and work-from-home. And the price points, which are deliciously affordable. Each of the free-spirited separates allows for a creative mix-and-match, so you can dress them up or down as per the occasion.

Fabindia, which carries a 61-year legacy, is hardly new to the challenge of creating wearable, much-loved items of clothing. This is a brand that leads with artisan- and- craft impact-led design, offering its community a socially conscious lifestyle, products and services using grassroots development, traditional techniques, and handmade craft processes. And now, with the introduction of FabNU, the brand will also speak to the needs of their ever-growing younger demographic. Curious? Of course, you are! Here’s a video offering a look-see into the four exciting Flows (collections) by FabNU. 

 

Cosmo India caught up with Dipali Patwa, Group Head of Brand, Digital and Community (CMO) at Fabindia to learn more about the brand’s new look and style.

Congratulations on the Launch of FabNU. Tell us a little more about it.

Thank you! This has been such a fun launch to work on.
FabNU is a NU approach, a NU avatar, a NU brand, for You! The brand is a salute to our ever-growing younger demographic for whom age is just a mindset. It’s a fun, colorful, comfortable, stylish approach for the everyday ‘fab millennials’ and ‘gen zoomers’ while keeping our connection with craft and community.
 
What inspired the launch of this sub-brand? Who is the FabNU woman?

Our growing younger community inspired us to create FabNU. Millennials and GenZ are free-spirited and determined to create their own niche; and we had no choice but to listen and create a special brand for them.
The FabNU woman is a global citizen who appreciates her local culture and heritage. She is just as comfortable scrolling through and relating to digital trends, as she is tapped into the richness of her traditions and craft. She is a conscious consumer who is socially savvy and action driven, working towards her own purpose while being part of her community and tribe. With a social-first mindset, this target group cares about how something is made and its value proposition, a quality that is quite unique to them, and which is exactly what Fabindia has been a part of for 61 years and counting. So, with this launch, our attempt is to connect closely and collaboratively with our growing, younger demographic.

 
Why is supporting local traditions and crafts important now more than ever?

Fabindia has been a leader in the space of social impact-led design for 61 years and counting. This is our DNA and our mission.
From empowering grassroots artisans to providing a platform to showcase some of the most beautiful crafts of our country, celebrating India has been the backbone of our brand since its inception in 1960. 
Our belief is that when we combine forces to support local crafts, indigenous techniques and traditions, we can create pivotal possibilities of impact-led design and support livelihoods, all while helping the economy to prosper. 
 
You call the collections Flows, why?

We came up with the idea of “FLOWS” because we feel that the outfits should be effortless, comfortable and enhance your movement and style. The goal here is to also keep these limited-edition capsules coming every 6-8 weeks, giving you the opportunity to mix and match your existing wardrobe with FabNU pieces, effortlessly. This also reflects beautifully in our FabNU Brand Film with Eshan Kutty, a young and talented Flow artist of the Saree Flow Hula Hoop sensation.

 
What inspired you to come up with four collections? Tell us a little about each?   

Whether developing your own 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 millennials and Gen Z audiences. For us at FabNU, being able to have a clear narrative for our growing community while connecting the dots to our DNA of craft-led design stories was the inspiration behind the launch.
 
Indie Dreams is driven by our indigo block print craft with easy comfort styling. 

While Flashback is a salute to the retro style made new again. 

Conversation Starter is all about being quirky, fun and playful. 

and Folkadelic is an ode to our original Madras plaid weaves in beautiful yarn dyes, celebrating colours in the way we best know-how.