Shop for a Cause

The Trunk Show by Concern India has been a way for many designers to find new closets and admirers.
Being invited to The Trunk Show is clearly a big deal. Ask Purvi Munim of WH!M and she says, “I was thrilled when Praneeta Diwanji – the lady behind The Trunk Show saw our clothe sat an exhibition and said we must take part. We have heard such fabulous reviews from our friends and colleagues who have taken part earlier.” Munim, who’s a trained costumer having worked with numerous Bollywood films has built her brand from the best designs and names of South East Asia has an offering of 200 pieces this year. “We have actually travelled to Shanghai, HongKong and Seoul to curate this collection for The Trunk Show!”



For RuchikaSachdeva of Bodice from New Delhi, this is a homecoming of sorts. The well-known from Delhi has been participating in this exhibition since its inception. “I absolutely love the venue and energy that the Coomarwaswamy Hall brings. Also what makes a difference is that Praneeta personally curates this show – shopping and painstakingly putting the 15-20 designers. Unlike other shows, this is a small, truly curated trunk show. And I absolutely love that. It’s the only exhibition Bodice is a part of in Mumbai this year.” Bodice will be showcasing the best of their collections through the year including what they showcased at the Amazon India Fashion Week earlier this year too.
Gaurav Jai Gupta of Akaaro who’s also a regular loves how these two days bring in the who’s who of the city. “The Trunk Show was the very first show I did in Mumbai and it was very well received. The crowd that comes into the show is different – 80% of those who walk in, buy something – unlike any other exhibit! They don’t haggle or bargain and they know what to expect. The clothing is more western, ready to wear and without too much surface ornamentation or bling. It’s a clutch of designers that all hold the same philosophy.”

For Praneeta Diwanji — the lady behind The Trunk Show – this is a labour of love. “This started as a way to raise funds four years ago for Concern India Foundation. Nobody then was talking about anti-fit, natural fabrics, Indian handlooms and western clothing. We have a strict line up of just 15-20 designers that have clothes we ourselves would buy and our audience respects that!” The entire proceeds of the sales from The Trunk Show go towards the Concern India Foundation, a non-profit organization which supports over 300 different NGO’s and programmes across the grass root level in the field of education, health and community development across the country.
It’s clear that the selection into The Trunk Show is valued highly. Resham Karmchandani and Sanya Suri of The Pot Plant are looking forward to this with a mix of excitement and nervousness. “We are all about clean cuts and natural fabrics. Our clothes movie easily from day to night. And we are hopeful that the Mumbai audience will accept us easily.” The designer duo from Pearl Academy Delhi are getting their autumn winter line which has blues and off whites on their hangers and also a large order book. “We are a bit worried post demonetization but we hear that Mumbai is better than Delhi in plastic usage and hopefully that will help!”

The demonetization may have worried the designers especially as clothing is usually an impulse and a cash buy. Most say the impact of demonetization is already showing admit most with sales dropping down by almost 18-20% and the entire team is doing everything to help their buyers as they come armed with swipe machines, mobile wallets and also acceptance of cheques! “I am worried but I believe this crowd that comes in for The Trunk Show will pay with ease. I remember one year, where a client was not carrying her cards and I told her she could pay later but take the outfit. She paid online and that’s really the kind of clientele The Trunk Show is known for,” says Gupta.

For some of the new names, it’s also a chance to share the stage with labels they love which include brands like 5/9 Trupsel, Aaylixir, Door of Maai, Ikai by Ragini Ahuja, Shorshe, Sneha Arora, Soham Dave, Kichu, Pankaja, Tokree and Ayca. While Resham is looking forward to the collection from WH!M, Purvi is looking forward to Ayca, Akaaro and Sonam Dave! For Roxan andMehernosh Captain, the team behind Seventeen05, the difference is in the way the show is conducted. “Unlike other exhibitions which often have a rock band or wine tasting and food to draw in the crowds, The Trunk Show is truly about the local labels!”


Ruchika from Bodice sums it up the best when she says, “The important part is the proceedings go towards a good cause! And that’s a happy way to end the year. ” We can’t help but agree and hope that Mumbai comes out to shop on the 7th and 8th of December 2016


Time: 11am to 7pm on 7th& 8th of December 2016
Venue: Coomaraswamy Hall, CSMVS (formerly Prince of Wales Museum), KK Dubash Road, Fort, Mumbai
Entry: Free
Payment accepted in Cash/Card and Cheques