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Fashion Talk

Purvi Rohit

Label - Not So Pink

We aim to break the shackles of gender stereotypes & empower women

Not So Pink is a fashionable western workwear brand by Purvi Rohit that delivers contemporary, yet comfortable apparel and accessories made exclusively for the Indian body type, for them to be the most confident, bold, and classy versions of themselves. In an interview with Fibre2Fashion, the designer talks about her brand and its purpose and shares her thoughts on evolving Indian fashion.

Fibre2Fashion: What attracted you towards the fashion industry and motivated you to come up with a label based on workwear?

Purvi Rohit:

Having had an experience in the fashion and textile industry, I have always had a penchant for coming up with creative designs that blend Indian aesthetic sensibilities with western wear.

All around us across the country, I noticed the gap that shopping for professional wear in India is a tedious process of having to curate from brands that are not oriented towards formalwear but having to make the most of that semi-casual shirt, or formal-looking top, or opting for salwar and kurta.

All of this, while also making a mark and representing yourself as a woman who means business! I wanted to fill this gap by coming up with a brand that represents the Indian working woman of today, while also keeping in mind her sensibilities, preferences and choices in formal westernwear that would empower her.


F2F: What does the name ‘Not So Pink’ suggest?


‘Not So Pink’ is not just a formal apparel brand, it is an attitude, a movement! Through Not So Pink we aim to break the shackles of gender stereotypes and empower women through crafting a line of fashion-forward workwear that represents the atypical, confident, classy and sassy power woman of today. At work and otherwise, the first form of communication occurs without actually speaking. It is through the person’s outfit that others form a perception of them. Not So Pink represents the working woman of today who is confident to take on the world, and it reflects in the clothing and accessories.

Let’s get the facts straight – pink is a lovely colour. What’s unfortunate is the stereotype that is associated with the feminine traits it has come to represent; that of being ‘girly’, not serious towards work, timid, silent and submissive. It could or could not be a woman’s favourite colour. And these might or might not be her traits. Hence, Not So Pink is an initiative against stereotyping and generalisation biases associated with gender.

F2F: How would you define the aesthetics of your collection?


The USP of Not So Pink entails in the fact that the outfits have been crafted to blend westernwear with Indian aesthetic sensibilities. Whether it’s a basic shirt or trendy skirt with a slit; it has been designed in a way that it looks elegant and classy while also looking stylish.

There are westernwear shirts or tops which also include minimal and elegant embellishments that give it a classy and exclusive look.
Even shirts and tops are crafted in traditional fabrics like ikat, mill processed fabrics, flex fabrics, 100 per cent cotton and 100 per cent natural fabrics.
Also, a woman of any body size should feel confident, fashionable and comfortable to carry the outfit through the day at work, as well as in the evening in case she feels like socialising and has to go out on a date post work.

F2F: Where do you get your creative nutrition? What fashion do you follow?


My creative nutrition is a combination from inherent creativity, an eye for aesthetics as well as observation—how can varied patterns and prints amalgamate to custom-create something that is apt for work and beyond. I do research on the latest fashion in India and abroad and then our brightest and creative minds confluence to craft a unique clothing range. Trend forecasting enables us to keep an eye on international fashion and then keep those sensibilities in mind as we pride on being fashion-forward.

F2F: With so many fashion brands coming into the picture, what makes your label stand out?


We are a ‘fashion conscious western formal brand for women’ and we aim to keep living up to our intended thought behind Not So Pink.

We club aesthetic Indian elements of design to create western formal apparel that appeal to the Indian working woman of today. The USP of Not So Pink entails in the fact that the outfits have been crafted to blend westernwear with Indian aesthetic sensibilities. Also, inclusivity is an essential aspect of Not So Pink: to have a collection that is created to fit and appease each body type; in a market that is partial.

F2F: What does sustainability mean to you and how do you include it in your creations?


While we do acknowledge that the fashion industry takes a significant chunk of the blame for causing environmental problems, we also have to realise the positively changing scenario. With Not So Pink, we try to incorporate sustainability into the making of the products. By using PET bottles and recycled yarns as well as creating mill-processed fabrics, we are trying to create environmentally safe products.

F2F: How would you illustrate fashion in India and how has the same evolved over the years?


India’s fashion is reflective of the coexistence among its diverse cultures. Today, Indians try to incorporate the traditional with the fashion of the West. We can see a unique balance of the ethnic fused with the modern trends among the youth. There is a rise of multiculturalism in fashion as well which makes it culturally richer.

F2F: What are the top 5 workwear wardrobe essentials every woman should have?


A woman’s workwear must have trousers that fit comfortably. Her workwear must include a pair of monochromatic shirts which looks simple yet elegant. Other essentials include a skirt, a blazer and a little black dress. These 5 items should be carefully styled, or they can turn a professional look into an informal one instantly.

F2F: What advice would you share with young designers trying to break into fashion?


Young designers must realise that the fashion industry is a fiercely competitive space. They should take time to conceptualise their styles into reality. Be patient and understand your abilities, study the trends and do good market surveys. Lastly, keep developing your creativity and take every opportunity you think is worth it.

What advice would you share with young designers trying to break into fashion?

Interviewer: Kiran Sahija
Published on: 10/08/2022
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