At Savana, they are serious about trends. From dramatic bows and Coquette core to K-Pop and Bridgerton , if it is trending it is on Savana’s app, in the form of garments and accessories. Launched last month by the UK-based fashion brand Urbanic, this venture is targeted at Gen Z and the app already has 3 million downloads.
Urbanic was launched in India in 2019, by James Wellwood (based out of London), head, strategy and partnerships, and Rahul Dayama, founding partner, head, brand and communications. While it also caters to a mature audience, what James and Rahul noticed was that their young consumers were growing at a rapid rate. “We learnt that the young generation is dynamic, and they are clued in to social media and things happening globally.
That’s why we created Savana that has super high resonance to what’s going on now,” says Rahul. Savana’s debut collection emphasises on party wear. They even have a category titled Midnight Dancingfeaturing chain bodycon dresses, sequinned tube tops, slit cocktail dresses.
.. The other gamut of options also includes swimwear, lounge wear and active wear.
“Savana will have a new drop every week as opposed to Urbanic which does four drops every quarter,” says Rahul. It will also be more affordable than Urbanic as it is catering to a young crowd. Both Savana and Urbanic are big on technology, says Rahul, adding that after five years of Urbanic they learned that young people are app-friendly and so Savana launched as an ap.