Misha Nicole's Global Runway photo - Michael Toolan

A store is born – or should we say a star is born?

Misha Nicole, a new fashion concept store which is opening in Soho in fall 2010 gave shoppers a peek at things to come with Global Runway’s Night Out, a fashion show organized with the Indo-American Arts Council (IAAC) at the Paramount Hotel. Over 300 people turned up for an evening of cocktails and style-gazing as a battalion of models showed the collections of 10 designers from the India, the US and Canada in a series of looks conceptualized by Misha Nicole Shivdasani.

And so they descended the dramatic staircase in the Paramount Hotel as guests, fashionistas, buyers and media watched and the paparazzi clicked wildly:  a mélange of diverse looks put together from the perspective of different designers. Casual chic, comfort, opulence, simple elegance and even fun and sensual styles were all mixed in the palette of Misha Nicole merchandise which included couture from Naeem Khan, Babita Malkani, Sachin +Babi, Shekhar Rahate, Payal Singhal, White+ Warren, Ports 1961, Stephanie Singh and jewelry by Padma Lakshmi and Amrita Singh.
There were Indian fabrics, styles, silhouettes and embellishments all mixed and stirred in global sensibilities so that the looks of fashions and accessories would be at home in any corner of the globe.

Design by White + Warren (Photo: Masalajunction)

The VIP guests included Consul General of India and Mrs. Prabhu Dayal, Fern Mallis (Vice President of IMG Fashion), Nicholas Manville (VP/DMM of Bergdorf Goodman), Linda Russell (SVP of Merchandising and Marketing of Ferragamo USA) and Judith Gilliard.

“The mission is to create a fresh, cultural, and engaging shopping experience,” says Shivdasani, who envisages Misha Nicole as a retail fashion and event space.  “It is being established as the premier platform to showcase coveted designers that have strong brand recognition internationally, but aren’t represented in the U.S.”

Shivdasani, who has been a buyer for Bergdorf Goodman and worked with Neiman Marcus and Salvatore Ferragamo in sales, believes the time is now for Indian fashion to make an impact in the US.  “With the over saturation of the luxury brands in the market, the exorbitant prices and the demise in quality, consumers don’t feel as inclined to invest into the mainstream brands that are becoming less unique and interesting, and don’t make up for it with the quality,” she says.

She says that India provides product that is exciting, has a unique perspective, and is diversified in its range of product offering: “The media and buyers are realizing that this is where the goldmine is, and  consumers want to purchase items that are fresh and exciting, but do not want to break the bank.  India not only provides newness, but also prices that are competitive.”

Interestingly Misha Nicole seems to be taking a holistic approach to fashion, incorporating an array of events from the arts, music, dance and film to the space, so that visitors to Misha Nicole will get the larger picture to the fashion trends on display.

In the tough economic atmosphere, when stores are being shuttered, is it smart to bet on India and open a store dedicated to Indian style and fashion? “It couldn’t be a better time,” says Misha Shivdasani who held a pop up store the next day at the Paramount where over 200 people came to shop and look at the merchandise up close. As she says, “People are excited about India and fashion that provides uniqueness, quality and a good price, and that is what India can provide.  India is on the upswing, and investing now is the time.”