SUPERSTORE | Farfetch x Le Mill
Farfetch launched a rather helpful initiative last year, titled as SUPERSTORE, which aims to locate the best new independent boutique anywhere in the world. Ideally, the initiative attempts to cultivate and promote various fashion destinations while giving them an international platform to showcase their worth.
This year, Farfetch packed their bags and made the journey to the East, specifically to Bollywood Town in Mumbai. A space that once used to be a rice mill has given way to Le Mill, a high-end multi label store that carries both local and international designers from Sabyasachi to The Row, Peter Pilotto and Isabel Marant. Being the first Indian store to make a mark on Farfetch’s very keen fashion eyes, the international giant produced a classic retro Bollywood inspired film, complete with brightly coloured makeup trends and cinematic effects of the yesteryears.
Sooooo, let’s cue in a little smidge of digression here shall we? Because digression and me are two peas in a pod.
The response toward Bollywood films are largely divided; either masses of cringing at unrealistic scenes or fawning over the relative hotness of each ‘star’. And believe me when I say I strongly belonged to the former group, that is until recently and thanks to this article justifying the profuse song and dance scenes. So the billion dollar industry must be doing something right to garner such an immense following and by no means does it feel any bit of importance to change its cookie cutter style. Yes, the length of the films have reduced drastically from 4 hours to 2 hours 30 mins and sometimes stretching to 3 but the plots and transitions have remained mostly unvaried. There is always love, romance, action and a strong, charming hero solving everything and it works. For odd reasons that are beyond comprehension, it works and don’t you deny you don’t tap your fingers to the beat of Bollywood music. Because you do. Admit it. Dishoom!