Bodice founder Ruchika Sachdeva has designed the pared-back interiors of the womenswear brand's store in New Delhi to counter the "more, new and now" culture of fast fashion.
Bodice's flagship is located in New Delhi's affluent Vasant Kunj neighbourhood, occupying a building on the same site as the brand's design studio.
Sachdeva took on the task of designing the interiors of the store herself, setting out to create a simple, thoughtful space that would encourage customers to "think more consciously about what they're buying and why".
Top image: the exterior of Bodice's New Delhi flagship. Above: floor-to-ceiling windows flood the store with natural light
"I feel there is a need to question the way we consume clothes," Sachdeva told Dezeen. "The fast-paced, retail-driven space like a market or a mall does the opposite by encouraging customers to buy quantity instead of quality." "The culture there makes it alright to buy more and dispose quickly whereas our philosophy at Bodice is a little different," continued Sachdeva, who is a judge for Dezeen Awards 2020. "We focus on longevity and for us, the essence of the product is a lot more important than the number of collections."
"We are not really in the favour of feeding the 'more and new and now' culture, so I felt that the store should reflect that."
Bamboo blinds partially cover the windows
Fixtures and furnishings throughout the open-plan store are t...