Here’s the Rheson Sonam K Ahuja is focusing on ‘every’ girl with her fashion label

Since the time she entered the film industry with Saawariya in 2007, Sonam K Ahuja (nee Kapoor) has been synonymous with style and flair. Be it flaunting street fashion with panache or rocking the red carpet look, the actor wears her fashionista crown with elan. But the actor, recently seen in Veere Di Wedding, Padman, and Ek Ladki Ko Dekha Toh Aisa Laga, believes the Indian fashion scene is wanting. “There is a lack of design in Indian high-street fashion’,” she says candidly during a conversation with HerStory.

That’s the reason that, Sonam, with her sister, Rhea Kapoor, decided to turn businesswoman by launching their fashion label Rheson in 2017. Derived from a combination of Sonam and Rhea's first names, Rheson is not another celeb brand, according to the actor. The quirky, affordable, daily wear apparel brand for “every Indian girl” has done well, since the time it launched with Shoppers Stop and then grew the collaboration by launching on Shoppers Stop's store on Amazon.in.

Films, fashion, startup, business…how does Sonam do it all? HerStory recently caught up with the actor to know more about Rheson, her plans for and involvement with her startup, and movies, of course.

Edited excerpts of the interview.

HerStory: Rheson has entered its third year as a successful high-street fashion brand. So how different is Sonam the actor from Sonam the businesswoman?

Sonam Kapoor Ahuja: Fashion, especially fast fashion, is very consumer based. At the same time, I like to attach some authenticity to it. My sister and I truly believe in not doing any work half-heartedly; there’s no “okay we have a formula and this is what is going to sell”. We like to create designs that are original, that we would wear ourselves, and that we think would sell well.

With Rheson, I am slightly more practical; we concentrate on design, our customers’ needs, and giving them the best. As an actor, I’m a little more selfish. I’m only thinking about my character, what I will learn, and how I can grow as an artist and as a person. I’ve realised that when you are very idealistic like that the audience follows.

Also, Rheson is a team effort while acting is, despite there being a team in place, a solo profession. So, there is a huge difference between being an actor and handling a startup with my sister.

HS: What were the hurdles you faced while starting up with Rheson?

SKA: We had never run a business. It took us time to understand operations and how the market works. At Rheson, we manage everything: from understanding what customers want to delivering the final product. We work with tight budgets for things like marketing; that’s something we don’t have to do when it comes to films as someone else manages that aspect.

HS: Many celebrities have now entered the retail fashion industry. The list includes Deepika Padukone with All About You and Anushka Sharma with Nush. How do you manage to set yourself apart from celeb competition?

SKA: Well, we own the brand 100 percent. Shoppers Stop is retailing and manufacturing for us, but it’s our brand. I’m sure the other celebrities are very passionate about their brands, but we believe that Rheson is totally ours. It is not an association; we are not brand ambassadors. We design everything and manage all aspects from start to finish.

HS: What’s next for Rheson?

SKA: I feel there is a lack of design in Indian high-street fashion and Rheson has, in a way, commercialised that market. Not many people were there in this market at that point, and that’s one of the reasons we are doing so well. We have big plans for Rheson. We will start shipping internationally soon and hopefully venture into menswear next.  

HS: You recently spoke about gender neutral clothing at the launch of a fashion label. While women can pull off menswear, can our society accept men in womenswear?

SKA: How does one even define men and women’s wear? My husband’s brand, bhaane, designed jackets that are unisex; I can wear them, my husband can wear them, anybody can wear them. Clothes shouldn’t define who you are. There are a lot of clothes that are gender fluid.

We saw Ranveer Singh in a skirt. He looked superb, and could pull it off because he wore it with confidence. If you feel uncomfortable, anything that you wear will look uncomfortable. It’s your confidence that helps you shine.

HS: Indian cinema has come a long way, and we’re now seeing bold films and messages. But stereotypes persist. So what made you take up Ek Ladki Ko Dekha Toh Aisa Laga and play a gay character?

SKA: Honestly, it wasn’t even a question for me. I took the role up because the story needed to be told and I had to be a part of it. I felt that it was an important way forward for the correct representation of the LGBTQ community. People are calling it a brave decision; I never thought of it like that. It was such an interesting story. I am humbled that the director and writer thought I was apt for the role.

HS: So what’s next for Sonam the actor?

SKA: My next film is The Zoya Factor, which is based on the book by Anuja Chauhan. I will be seen alongside Dulquer Salmaan. The film is set to release on June 14, 2019.

HS: Last, but never the least. Any fashion advice for our readers?

SKA: Be yourself, be comfortable. Dress for the occasion, and the weather. And yes, wear appropriate shoes and the right innerwear!

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