Think of Tarun Tahiliani’s creations, and an image of regal, embellished Indian wedding wear is likely to cross your mind—lehengas, sarees, sherwanis, and shararas, all swathed in rich embroidery, featuring his signature cascading crystal-embellished hems, draped details, and accents like 3D floral motifs.
But what you are least likely to imagine are a pair of tailored white trousers, a cotton shirt, a lightweight Chikankari zipper jacket worn over a plain corset, or printed kaftans. Well, the legendary couturier known for his opulent designs presented such creations under his year-old pret label, OTT, at Lakme Fashion Week 2025, held in collaboration with the Fashion Design Council of India in Mumbai.
Tahiliani is among an array of top Indian luxury designers who have now added a pret line alongside their high-end fashion labels (which primarily feed the country’s strong wedding wear hunger). The pret lines, known as bridge-to-luxury labels, on the contrary, offer ready-to-wear pieces ranging from elevated everyday staples to occasion wear at a fraction of the cost of an ensemble from their primary label.
It is all about separates that one can wear on repeat, unlike the one-time-wear wedding outfits.
Lakme Fashion Week 2025 was a testament to India’s booming bridge-to-luxury label scenario. Rahul Mishra, Anamika Khanna, and Shantnu & Nikhil presented their bridge-to-luxury labels, AFEW, AKOK’s showcase at Lakme Fashion Week 2025.
This rise in bridge-to-luxury brands in India says a lot about the changing ways in which India is now consuming fashion.
For Tahiliani, who has dabbled in pret with certain collections before launching a dedicated line, it is his extreme fondness for this side of fashion. But it is also a business move to reach a wider audience—all thanks to Gen Z and Millennials’ penchant for accessible luxury, which has encouraged designers to launch pret lines.
“Over the years, we’ve explored pret-a-porter in various capacities, aiming to make high-quality design more accessible. However, it was only recently that we felt the market was truly ready for a dedicated luxury pret line. OTT represents this evolution—a line that embodies the essence of India Modern, blending our rich heritage with contemporary sensibilities. The inspiration stemmed from a desire to dress the new global Indian who values both tradition and modernity in their everyday wardrobe,” Tahiliani tells India Today.
Lines like OTT bridge the gap between high fashion and everyday wear—a gap that has been prevalent owing to high fashion’s focus on wedding couture.
“The Indian fashion landscape is witnessing a significant shift towards accessible luxury. As the urban Indian consumer becomes more discerning, there’s a growing demand for products that offer both quality and value,” says Tahiliani.
“While luxury couture remains exclusive, pret and bridge-to-luxury lines offer accessibility to a broader audience. Not every fashion enthusiast can afford a Rs 5–20 lakh lehenga, nor does every past customer require another wedding ensemble. However, they might want a designer outfit for Diwali parties, intimate gatherings, or other special occasions. Bridge-to-luxury collections provide an entry point for these aspirational consumers,” Sunil Sethi, Chairman of the Fashion Design Council of India, tells us.
“Historically, international fashion houses have embraced multiple labels as a business model. Take Giorgio Armani, for instance—his empire includes Armani Exchange, Emporio Armani, Giorgio Armani, and even Armani Casa for home dcor. This multi-tiered approach allows designers to cater to different market segments while maintaining a strong brand identity,” Sethi adds.
Citing designer JJ Valaya’s example, Sethi shares how this business model is already a success in India. Valaya’s ready-to-wear line, JJV, has expanded with over 8–10 stores in just a couple of years.
Gen Z’s focus on style, their rising disposable income, and their willingness to spend on accessible luxury create the ideal opportunity for luxury brands to expand their reach.
Younger audiences prioritise affordability, versatility, and statement pieces over traditional, occasion-specific couture. So, designers are adapting by introducing contemporary, print-heavy, and streetwear-inspired collections.
“OTT is designed to reach a broader audience by offering versatile, high-quality pieces at more accessible price points. While our couture line caters to bespoke needs, OTT allows us to connect with individuals seeking everyday luxury that aligns with their dynamic lifestyles,” says Tahiliani.
“Luxury couture is handcrafted, exclusive, and produced in limited quantities. In contrast, bridge-to-luxury collections allow for scaled production, making them more affordable and widely available,” adds Sethi.
While high demand and affordability factors are certainly behind the thriving bridge-to-luxury label scene, it also helps designers in securing collaborations and investments.
“In today’s market, designers need collaborations. Brands seeking partnerships often prefer designers with broader appeal. A bridal-only designer might not be the best fit for a youth-centric smartphone brand, whereas a bridge-to-luxury designer with a streetwear line could be a perfect match,” explains Sethi.
Sethi explains that their vision of connecting with younger generations is why they chose Ishaan Khatter, rapper KRSNA, and rapper Karma as showstoppers at the Blender’s Pride Fashion Tour show in Guwahati.
If you think spending lakhs on a wedding lehenga is the only way to add Tarun Tahiliani to your wardrobe, think again. You can now get a festive draped golden skirt from OTT for around Rs 20,000 and style it up or down to suit any occasion. That’s what bridge-to-luxury labels let you do!
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