Less is more, says fashion brand owner

During her SOLOx session at the IMAGES RetailME Awards 2024, Mrunal Khimji, Founder & Creative Director of Oman-based Mrunal’s Boutique highlighted the importance of nurturing craftsmanship and the pivotal need to think differently about fashion.

Setting the tone for her speech, Khimji emphasised her strong love for craftsmanship and the pride that she takes in hailing from India, a country that boasts more than 36 different types of weaves.

“It’s craftsmanship that I promote in Muscat, Oman, the GCC and internationally through my atelier, which is more like my home. Our atelier is committed to spotlighting artisans and their creations through our retail floor.”

In the age of technology, expansion and a constant need to cater to changing consumer behaviour, Khimji highlighted the importance of differentiating through creativity and craftsmanship. She raised some pertinent questions. “Do we really need four seasons in fashion? Do we actually need the surplus?”

Knowing that the fashion industry is one of the largest polluters worldwide, Khimji stressed on the need to rethink the approach instead of constantly producing goods to supply to consumers. “We must think about supplying a better-quality product, using lesser resources – something that will last in the consumer’s closet for a long time, something that’s beautifully crafted, and can be handed down through generations,” she concluded.