Renowned couturier Tarun Tahiliani has long been a master at blending India’s rich heritage with modern sensibilities, and now, he’s taking that vision to a new level with his first-ever luxury prêt brand, OTT. Launched at FDCI x Lakmé Fashion Week on October 13, 2024, in collaboration with Nexa, OTT marks a bold leap into the realm of accessible luxury—one that combines the meticulous craftsmanship Tahiliani is famous for with a fresh, practical approach to fashion.
Tarun Tahiliani Launches OTT – A New Era of Accessible Luxury
In a candid conversation, Tahiliani reveals that the vision behind OTT was nearly 30 years in the making. “It was simmering in my mind as I explored how to make luxury more accessible,” he says. Although Tahiliani has experimented with prêt designs in the past—such as his Milan show in 2002, the Kumbh collection in 2013, and the Kutch outing in 2016—OTT represents his first full-fledged dive into creating a dedicated prêt brand. “With OTT, we can now build a brand that aligns with our vision of making luxury fashion accessible without compromising on the essence of what we do,” he adds.
From Couture to Ready-to-Wear: The Journey to OTT
For Tarun Tahiliani, the decision to venture into prêt was driven by a desire to bridge the gap between couture and everyday wear. While his couture collections have long been celebrated for their maximalist approach, OTT strips away excess, creating pieces that are both luxurious and functional. “I wanted OTT to be about ease and effortless elegance, but with the same fine craftsmanship we’ve perfected over decades,” Tahiliani explains.
Tarun Tahiliani Launches OTT – His first luxury prêt brand
The collection draws from his signature design language—rich textiles, intricate craftsmanship, and a fusion of modern and traditional elements—but with a focus on versatility and accessibility. The result is a collection that offers the best of both worlds: the timeless artistry of couture with the practicality of ready-to-wear.
Versatile and Timeless: A Wardrobe for the Modern Woman
The OTT collection is designed to be versatile, size-inclusive, and gender-agnostic, offering styles that can transition seamlessly between various occasions. The line features beautifully tailored gilets, dhoti pants, and experimental silhouettes like layered separates that can be mixed and matched to create unique looks. Western staples like trench coats, skirts, and capes are infused with Indian influences, allowing for a dynamic fusion of cultures and styles.
Tarun Tahiliani Launches OTT – first luxury prêt brand
“These pieces are meant to be mixed and matched to suit the wearer’s personality and lifestyle,” Tahiliani shares. “The modern woman who wears OTT is someone who values both luxury and practicality. She needs pieces that will take her from work to social events, from travel to everyday wear, while still feeling luxurious and comfortable.”
One of the show’s standout moments came when Bollywood actress Aditi Rao Hydari sashayed down the runway as the showstopper, wearing a corset-inspired bodysuit paired with a flowing wrap-around skirt—a stunning example of how OTT brings together structure and fluidity, comfort and glamour.
Artistry in Simplicity: Crafting the Perfect Balance
While OTT simplifies the opulence of traditional couture, the intricate detailing that defines Tahiliani’s aesthetic remains evident throughout the collection. “We’ve pared down the crafts, focusing on the construction and staying true to our DNA of fine craftsmanship,” he notes. The embroidery and draping techniques, while simplified, still maintain the designer’s commitment to artistry.
Tarun Tahiliani OTT first luxury prêt brand
The collection also draws inspiration from Indian miniatures, with prints reflecting the delicate work of artists like Ram Kumar and Mukesh, as well as some of Tahiliani’s own artwork. “The idea was to make the prints feel universal and understated, yet still connected to our roots,” he explains. By presenting these traditional motifs through a contemporary lens, OTT creates pieces that celebrate India’s rich artistic heritage, while remaining adaptable and wearable for the modern wardrobe.
Looking to the Future: What’s Next for OTT?
While OTT officially launches its flagship store in November 2024, the brand’s journey is just beginning. Tahiliani is committed to continuing the evolution of Indian craft, integrating it with global sensibilities. “India Modern is about evolution, constantly finding new ways to interpret our culture while making it practical for today’s world,” he says. The brand is set to push boundaries while staying true to its roots, ensuring that each piece reflects both the timeless beauty of India’s traditions and the needs of contemporary life.
“I look forward to seeing how we can continue to build on this ethos in the years to come,” Tahiliani adds, hinting at a future where OTT grows into a full-fledged luxury prêt empire—one that is both aspirational and across the globe”.
Tarun Tahiliani OTT Pret collection
With OTT, Tarun Tahiliani is reshaping the landscape of luxury fashion, offering a collection that blends timeless craft with modern, wearable designs. Whether you’re looking for standout pieces for special occasions or elevated staples for everyday wear, OTT promises to deliver luxury that seamlessly integrates into your lifestyle.
Tarun Tahiliani launches OTT Pret collection
Tarun Tahiliani OTT – everyday luxury pieces – Pret collection
Tarun Tahiliani OTT luxury pieces – Pret collection
Tarun Tahiliani OTT