Based in Beverley Hills and Mumbai, with specialist couturiers assisting clients across the globe leading consumer-led design house, CustUmise is transforming the way brides dress for their wedding celebrations. Led by Creative director Tanu Bhasin, the company is quietly revolutionizing the custom design apparel industry and offering the most discerning South Asian diaspora and brides world over looking for the perfect wedding gown or a lehenga a return to traditionally made dresses.
These days, most consumers have yet to learn that custom-made fashion is within their reach. Shopping online or visiting a local bridal boutique reveals endlessly repeated identical designs in imperfect sizes. Even expensive designer gowns and lehengas often fail to be a perfect fit. Worse, if the perfect dress does exist in the ideal size, the color might need to be corrected, or the embroidery needs to be lighter. Because of this myriad of factors, most modern brides have to compromise.
But what if there was another way? What if brides could enjoy all the benefits of Haute Couture’s personalization and perfection?
Fast fashion and traditional Haute Couture aren’t the only paths
Custumise Bride wearing intricate hand embroidered floral lehenga gown for her reception. © Munaza @munaza
With the global fast fashion craze and Parisian fashion shows advocating haute couture luxury, the average shopper would be forgiven for thinking there was no space in between. Popular media and the most prominent fashion brands perpetuate the myth that clothing is either mass-produced in low-quality garment factories or is made by top European fashion houses.
Defining fast fashion is easy. Its ubiquity means we all see it every day, own it, and are likely wearing something right now. It’s the highly affordable mass-produced clothing that is always on trend but unlikely to last more than a season or two.
Conversely, Haute couture is the creation of exclusive custom-fitted high-end fashion design that is constructed by hand from start to finish. The European tradition of Haute Couture was established in France to maintain the highest standards of dressmaking and design. These pieces can sell for over $10,000 and are often one-of-a-kind garments that may increase in value. While the environmental impact of one garment may be substantial, the fact that it will last multiple lifetimes offsets the implications.
It’s worth pointing out that the Haute Couture tradition excludes international cultures and traditions where hand craftsmanship is the norm, not the exception. It ignores that India, the second most populated country in the world, has a long tradition of quality handmade clothing. The country is famous for its fast-fashion factories, although it should be recognized for making the finest textiles and embroideries.
India is the place to go regarding the resurgence of custom or bespoke-made fashions. The country is leading the way with bespoke style, seeing 15-20% growth in the sector in 2019.
Technology meets ancient craftsmanship
Custumise process with detailed sketch and hand embroidery done in workshop.
In Western cities such as London, Toronto, Paris, Rome, and New York, the idea of having a custom-made dress or a bespoke designed gown is the preserve of the super-rich. A bride seeking a domestic-made bespoke wedding dress is likely to be met with an eye-watering price tag.
In a globalized world with technologies connecting people from Shanghai to Sydney, Ontario to Oslo, access to custom fashion should be within reach of everyone.
Because of the leading international design house, CustUmise, custom-made gowns and lehengas are becoming a reality for discerning shoppers in the know. Shoppers in the US, Canada, and Europe have already taken advantage of the easy consultation process, speaking with designers via WhatsApp to get their ideas off the ground. The collaborative design process means the exact silhouette, fit, material, colors, and embellishments can be tailored to a bride’s specifications.
All of this comes as a result of the improved connections and ability to communicate around the globe. Logistics powered by powerful algorithms enable CustUmise to organize precise pattern cutting, meticulous sewing, and elegant embroidery from an array of local Indian workshops. Managing complex multilayered processes to produce custom dresses used to take an army of project managers, but now takes the services of one skilled designer and the vision of their customer. As a result, costs are better managed, and a truly bespoke experience is within reach.
Red and gold bridal lehenga with detailed handwork.
Shoppers begin the inspiration process by looking at the stunning, fully embellished wedding gowns on the CustUmise website. Some will go on to make a collage of dresses highlighting what they love from the diverse array of styles which they might have seen or liked over a period.
When the vision is clear in the client’s mind, it is the job of the CustUmise designers to create a clear design, present options and ideas, and then bring the vision to life.
A heavily embroidered gown or lehenga will be worked on by 15 to 20 skilled embroiderers for two to four weeks to achieve excellence that surpasses the ‘petite mains’ skills at Givenchy, Luis Vuitton, or Chanel. Traditional Indian embroidery can feature elaborate gold zardozi, the finest crystals, sequins, beads, refined freshwater pearls, and elegant feathers. Workers will sit at frames for hours using curved hooks, needles, salmaa pieces, sitaras, round sequins, and glass beads to achieve their client’s elaborate and exquisite vision. After the complex embroidery is applied, another team will carefully assemble the panels to ensure the perfect fit and silhouette. Finally, finishing touches and quality control ensure the lehengas or gown is of the highest standard and match the original vision. These made-to-measure, custom-made lehengas and gowns are then delivered free of charge directly to the shopper.
Perfection, bespoke, made for the whole family
Finest material and expert craftsmanship creating luxurious gowns.
A bride can have a bespoke gown made for the same price as a designer ‘off the peg’ wedding dress. Moreover, this excellent service extends beyond the bride and can include the wedding party. CustUmise use the tagline ‘It’s all about “U”‘ and they mean it. Every design starts with the person it is intended for, whether the bride, the bride’s mother, sisters, or cousins. Combining the individual’s personality, the broader wedding vision, and everyone’s exact body dimensions ensures the most spectacular wedding. The wedding party can enjoy the confidence and elegance of custom-made couture.
Sketch for a beautiful gown inspired by peacock.
The dazzling spectacle of the perfect dress is not a detail anyone leaves to chance. With CustUmise, the perfect gown or lehenga is finally a reality and promises to be 100% perfect every time.
For more information about the brand and testimonials, you can visit their website and follow them on Facebook and Instagram.
