Tarun Tahiliani offers luxury pret with first OTT store

Subscribe to enjoy similar stories. OTT Tarun Tahiliani, a luxury prêt label by designer Tarun Tahiliani, opened its first-ever store inside Gurugram's Grand View High Street complex, last month. Designed to reflect the brand’s ethos of modern minimalism, the store’s interiors offer an immersive retail experience and houses a collection, including gilets, capes, soft jackets, belted kaftans and dresses, with brand's signature elements such as jewel printing and chikankari.

Beyond apparel, the store also offers a curated selection of jewellery, bags, and shoes. “I personally enjoy designing the interiors of my stores, and with our team of architects, I was able to bring a clean and contemporary aesthetic to OTT stores," says Tahiliani. "We started with taupe cement walls in our studio and pared down everything else, giving us a stone canvas to build upon.

Accents in antique gold, stone and brass statues referencing our heritage, an Art Deco chandelier, and a banquette—all elements drawn from the brand’s colours and codes—bring a sense of understated luxury." In an interview with Lounge, Tahiliani talks about the new store and his vision for OTT. Edited excerpts: I think that with the rise of a new urban Indian, the first steps into luxury are only now being made possible. The new Indian consumer that is unfamiliar with luxury is now ready to make that first indulgent purchase.

As the country’s fortunes continue to rise, this segment will grow. Tarun Tahiliani is known for its fine craftsmanship, and OTT is no exception. However, while couture relies heavily on intricate handwork, OTT leverages modern production techniques and economies of scale to democratise the crafts, making them more accessible to a new customer.