Gold-plated for the past few weeks, to say the least, we’re starting to think that Sabyasachi may have a Midas Touch. Indian designer and couture is one of the most prestigious and creative names on the planet, with influence beyond fashion. So when Starbucks announced a collaboration with Sabyasachi, who upheld the cause of Education Girls, we knew it would be a headline. With Sabyasachi’s previous brand collaborations with H & M and others sold out in just a few minutes, it’s easy to imagine that most people would want to add his coveted product in the morning. Sabyasachi is also in the news of designing wedding outfits for Ranbir Kapoor and Alia Bhatt for the ceremony last week. NDTV Swirlster spoke to Sabyasachi in honor of Bengal through his design philosophy and collaboration. We also asked Tata Starbucks CEO Sushant Dash why they put the brand together.
NDTV Swirlster: Why did you collaborate?
Sabyasachi Mukherjee: Such collaborations provide an opportunity to share both platforms to support and amplify the wonderful work being done by Educate India. We hope that their work of empowering Indian girls will be widespread!
NDTV Swirlster: Why was Sabi and Sachi the right choice to collaborate on this collection?
Sushant Dash: At Tata Starbucks, we are always looking for partners and opportunities to promote humane connections with consumers. Sabya Sachi naturally fits into this collaboration because it resonates with a sense of purpose, is loved by consumers, and is a testament to the quality of their respective fields. This was not only an opportunity to design beautiful products from the two iconic brands, but also an opportunity to be a good partner.
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NDTV Swirlster: Why did you find it natural for you to collaborate with Starbucks when you came primarily from the world of fashion and design?
Sabyasachi Mukherjee: Most importantly, we want to work with like-minded brands that have the same philosophy and values. What is more loved or symbolic than Starbucks? Personally, I’m also a big Starbucks fan. Even if they don’t know it, we go a long way. My day started at Starbucks when a young designer was thinking about his path and establishing a brand in New York. But what I like most about this particular collaboration is that it goes beyond the product. We have come together to support and amplify Educate Girls. The wonderful work they do and the education of girls is a cause very close to my heart.
NDTV Swirlster: Did you use Starbucks products to incorporate the characteristic elements of Sabyasachi?
Sabyasachi Mukherjee: Their coffee mugs and tumblers are probably the most iconic products as they are directly related to coffee culture. For me, I wanted to celebrate something symbolic. The Sabyasachi Art Foundation has always played an important role in our collaboration. I also wanted to pay tribute to Bengal through Sundarbans and its natural flora and fauna. I am very proud of Bengal’s roots. I hope I can show off my art foundation skills and render it into Starbucks’ most iconic product. When two powerful and unique forces come together, I think we should come together to celebrate the best. So we combined mugs and tumblers with Toile de Jouy’s signature interpretation to create something that already has a strong visual connection to celebrate the hearts of both brands.
NDTV Swirlster: What does this collection mean to Starbucks and what are the ideas behind it?
Sushant Dash: Respecting Starbucks and Sabyasachi’s commitment to providing world-class service, this collaboration offers a unique opportunity to experience our deep heritage, ambitious values and the two brands we love together. We bring together our longing to provide. What’s even more special is that each provides a strong sense of purpose and gives the shared customer base the opportunity to actively participate and support Starbucks’ larger transformation mission.
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