Style for the masses

Who doesn't like to do a bit of online shopping? And if it's an edit put together by three of India's most style savvy women, and affordable, what's not to love? That's exactly what www.thelabellife.com is - masstige with a high celebrity quotient. It merges commerce, content and celebrity. The Label Life, earlier known as The Label Corp, edit is done entirely by celebrity 'taste-makers'  Malaika Arora, Sussanne Khan and Bipasha Basu. They curate signature pieces of home décor, fashion and accessories. The LabelLife.com founder, 40-year-old Preeta Sukhtankar has previously worked at fashion magazines in India before moving to MTV.
"To cut a long story short, I had spent over a decade in fashion editorial across television and print in various roles - from being a stylist to a fashion producer. I grew up with the Indian woman and really understood her sartorial needs. I observed, listened and knew she couldn't seem to find an Indian masstige brand that understood her tastes," said Sukhtankar.
With an initial funding of $1million, Sukhtankar started her venture into e-commerce. And now she has received a substantial amount of Kalpavrish Fund (financial service) and the next move is for Label Life to have their own brick and mortar stores in India, but before that, the brand comes to Dubai (they have just started shipping here). And the best news is that they are keeping prices comparable to India (a summer dress will set you back Dhs217). It's a special move for Sukhtankar as she spent her childhood in Dubai and also went to school in the city.
Khan is in charge of the home edit - she is already known for her work in the décor space, thanks to her retail space, The Charcoal Project. The fashion goes to style icon Arora who is known for her love of clothes. Being a former model, she knows the industry well. Former model and actress Basu is the accessories editor, she has always had a passion for accessories. The Label Life has always done special limited edition collaborations with fashion labels like Payal Singhal and also product designer (and actor) Lekha Washington.
We catch up with the three stylish editors of TheLabelLife.com
Comfort is big part of discovering your style: Bipasha Basu
Have you always been an accessory girl?
Always, from playing with my mother's collection as a child to developing my own signature style to now becoming the accessories editor at TheLabelLife.com.

What's the most important accessory a girl should have?
I think statement earrings are a must. I personally like TheLabelLife.com's Gold Matte Hollow Geo Studs and Gold Matte Triangle Studs.

Do you believe in the minimalist or the maximalist style of dressing?
I believe in a balance between both, like pop shoes paired with neutral dresses or creating a tone-on-tone effect in a pop colour. I especially love TheLabelLife.com's new La La Land collection for mixing and matching.

There are many hair bands on the website right now. Are these your summer go to ones?
Yes, I have my hair band days. The ones from the site are perfect for a lazy day by the pool or even lazing around at home.

It was also surprising to see that you have gone strong on block heels. Do you believe it can be comfortable and chic?
Absolutely. Comfort is big part of discovering your style. It's one of the things we've focused on at TheLabelLife.com, which is why you see most of our shoes are move-easy block heels or flats.

And work wise when do we see you on the big screen again?
By the end of 2018, I should have a release. The shooting for the movie will begin around May.

How is married life?
Married life is better than what I had imagined it would be. Naturally, when you are married to your best friend, you experience great companionship; it's more or less a party all the time. Having said that, we also have our own set of differences, but we sit and sort them out. The best part of being married, is returning home after a hard day of work to a full house, it's great to have someone to look after you.
Don't be very impulsive, but rather be a smart shopper: Malaika Arora
How do you always keep it so glam?
I think in my case I have to because of my line of work. But as a woman, I really like dressing up and playing around with my looks. Similarly I try to incorporate fresher colours and  experiment with different silhouettes for my looks for TheLabelLife.com. The new La La Land collection really embodies this mix of comfort and high fashion.

And how has turning 40 changed your style?
It certainly has changed, but in a good way. Turning 40 has made me dress more maturely. But having said that I still end up experimenting a lot.

What is your go to product from TheLabelLife.com?
Our iconic white shirt is on top of the list. Also footwear, accessories, swimwear and my oh so favourite home products such as cheese boards, candles and the gold pineapple jar set.

You of course have a perfect figure, but not every women is as lucky as you. So, do you keep this in mind when curating the fashion section?
Absolutely! We only curate and design styles that flatter the Indian and Middle Eastern woman's silhouette. We are also mindful to include details that aid this - ruching that helps flatten larger hips and fuller busts, thoughtful lengths in dresses that keep you comfy all day.

A fashion faux pas you have made?
Pedal Pushers and thin eyebrows!

Any smart shopping tips?
Before going out, browse through your existing wardrobe. Don't be very impulsive but rather be a smart shopper. I have learnt this from my past mistakes.

What keeps you busy right now?
The three Fs which I have to check out are: Fashion, Fitness and Food. Fashion is covered with TheLabelLife.com, I am currently working on launching my yoga studio and I'm also open to a lot of ideas related to food.

Any trips planned to Dubai?
I absolutely love Dubai and I keep travelling to the city all the time.
A home is your 'nest', it can never be completely finished: Sussanne Khan
So many celebrities are now getting into the 'home décor space', why is this?
I think interior decoration is an enchanting world, so I understand how easily one can get drawn to it. Every celebrity pursues it differently, according to their curiosity about the subject. Many elect to treat it as a hobby and some try to do it professionally. However, reaching a level of admired success, depends on one's passion and perseverance. There is a vast amount of experience and technical learning involved in order to make a mark in this field professionally.

How do you differentiate between the products for your store, The Charcoal Project and the ones for TheLabelLife.com?
The styles we curate for TheLabelLife.com aim to create an universal collection that can be adapted into the life of any of our diverse customer base. Logistically, we also keep in mind the ease of shipping as TheLabelLife.com is an online brand. As for the Charcoal Project, it is mainly an interior project where the entire commercial or private, interior style is affected.

Do you believe in mixing high-end products with high-street products when it comes to your home?
Of course! Price points have nothing to do with how a design language or a theme plays out. Mixing great products from different places add layers to the design theme. I mix TheLabelLife.com products with many other brands, as different shapes and contrasts bring out the hues and stories in the overall vibe.

How does one get a home theme right?
There is a vibe that one can feel when you get things right, be it an outfit mixed with an accessory or even a product on your dining table. The vibe should be of bright energy. That's when you know you've got it right.

Is a home ever really done?
A home is your 'nest', it can never be completely finished, in my opinion. We keep adding intriguing layers to our homes; antiques, gifts, souvenirs, which contain a memory of the time you added them. It is these touches that warm your heart when you return to your 'nest' or your 'sanctuary' after a hard day's work.

Have you done projects in Dubai. Would you consider doing one?
I really haven't done anything much in Dubai, but, yes, I would love to consider something in the coming future.

Do you feel people spend more on a home than fashion today?
It's quite subjective. I feel people in the West are very open to spending more on the home category as compared to fashion, but India and other Eastern countries are still developing that attitude. The awareness has grown by leaps and bounds in recent years and I feel confident that home will be a major player in the fashion scene soon.

The one thing a home can never have enough of?
Diptyque Candles and fresh white linens. But the most important thing that a home can never get enough of is love.
sujata@khaleejtimes.com