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In a stylish blend of diplomacy and design, London-based fashion label Urbanic has launched its new sister brand, Savana, in India. The grand unveiling took place at the British High Commissioner’s residence in New Delhi, marking a fresh chapter in contemporary fashion for young Indian consumers.
Savana is specially curated for Gen Z women, those who seek affordable, bold, and fast-evolving fashion. Unlike its premium counterpart, Urbanic, Savana brings a vibrant, trend-first catalog that resonates with today’s expressive youth. The event showcased how style and innovation can coexist seamlessly.
With prominent influencers and dignitaries in attendance, the launch event also showcased Urbanic’s tech-powered design process, influencer marketing strategy, and vision for a fusion of global and local perspectives. Savana is not just a brand, it’s a movement toward accessible fashion that evolves as fast as the audience it serves.
A Star-Studded Launch Night
Celebrating Fashion at a Diplomatic Venue
The launch was more than just a brand announcement, it was a cultural event celebrating fashion, technology, and youthful energy. The picturesque venue added elegance and sophistication to the evening, reinforcing the brand’s global aspirations and London roots.
What is Savana?
A New Chapter for Urbanic
Urbanic has already established itself as a leading name in India’s fashion landscape. With Savana, the brand is branching out to cater to a more affordable, trend-centric audience, particularly the digitally native Generation Z.
Core Philosophy of Savana
According to James Wellwood, the goal of Savana is clear:
“To empower young women to express themselves through their style.”
What Sets Savana Apart?
Here’s what makes Savana stand out in the fast-paced fashion market:
- Tailored for Gen Z – Prioritizing digital-first trends and inclusivity
- Affordable – Offers price-conscious fashion without compromising style.
- Dynamic Catalog – Trend-driven drops to keep the collection fresh
- Sustainable Approach – Leveraging tech to minimize waste
The brand’s fashion DNA is rooted in contemporary minimalism, global streetwear influences, and real-time design agility.
Urbanic’s Smart Use of AI
Innovation Behind the Seams
Urbanic isn’t just about clothing, it’s a technology-enabled fashion company. The brand integrates Artificial Intelligence at the heart of its operations to deliver both efficiency and trend accuracy.
How AI Powers Urbanic
Rahul Dayama shared key insights in an interview:
“AI allows our designers to work seamlessly without worrying about inventory, orders, and other operational mechanisms.”
Benefits of AI Integration:
Trend Forecasting
Algorithms track real-time design and consumer preferences in a dynamic environment.
Inventory Management
Innovative systems reduce overproduction and dead stock.
Faster Design Cycles
Designers get instant data on what works, and what doesn’t.
Hyper-Personalized Fashion
Data helps tailor collections to regional and individual tastes.
Through AI, Urbanic ensures that both its premium line and the more affordable Savana stay relevant and responsive to fashion shifts.
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Differentiating Urbanic and Savana
Unique Strategies for Each Brand
While Savana focuses on accessibility and trend fluidity, Urbanic maintains its position as a premium fashion brand in India. Dayama clarified the distinct approach each brand adopts.
Strategic Differentiation:
Urbanic and Savana, though part of the same fashion family, are strategically positioned to serve distinct market segments. Urbanic maintains its identity as a premium fashion brand, catering primarily to young professionals and fashion enthusiasts. It focuses on curated collections with timed and meticulously crafted design drops, ensuring exclusivity and refinement in every release.
In contrast, Savana enters the scene as a more affordable, trend-driven label specifically tailored for Gen Z students and digital influencers. Its approach revolves around an expansive and rotating catalog, adapting quickly to fast-changing trends and youth culture. While Urbanic continues to evolve with innovative, detail-oriented designs, Savana offers a playful, fast-paced alternative ideally suited to the expressive and ever-evolving tastes of today’s Gen Z consumers.
Power of Influencer Marketing
Redefining How Fashion Brands Connect
Urbanic’s success story in India has not been built on traditional advertising. Instead, influencer marketing has played a pivotal role in expanding reach and building trust among young Indian consumers.
Why Influencers Over Celebrities?
According to Dayama:
“Influencer marketing is equivalent to celebrity marketing for us.”
Key Advantages:
Targeted Reach
Influencers can reach niche demographics, from fashionistas to eco-conscious shoppers.
Authentic Connection
Gen Z trusts the opinions of real people more than polished celebrity endorsements.
Local Relevance
Micro-influencers bring cultural and regional nuances into campaigns.
Cost-Effective Strategy
Compared to TV ads, influencer campaigns yield a higher return on investment (ROI).
This strategy has enabled Urbanic and now Savana to grow organically, creating a community-first identity.
A New Milestone for Urbanic
Global Vision Meets Indian Market Potential
The unveiling of Savana isn’t just a business move, it marks Urbanic’s more profound commitment to the Indian fashion ecosystem. Hosting the event at the British High Commissioner’s residence signifies international recognition and positions Savana for global visibility.
Highlights from the Launch Night:
- Exclusive preview of Savana’s first collection
- Cultural performances and a high-fashion runway setup
- Networking sessions with fashion leaders and influencers
- Gourmet cuisine and immersive brand experiences
The event represented a fusion of global fashion sensibilities with Indian creativity, setting the tone for what Savana hopes to achieve.
What’s Coming Next for Savana?
Scaling Up and Spreading Style
Following its glittering debut, Savana is now gearing up to expand its presence across India. The focus remains on digital-first retail, with availability through Urbanic’s existing app and e-commerce platforms.
In the coming months, the brand will aim to:
- Launch regular capsule collections to maintain freshness and consistency.
- Introduce India-focused style edits.
- Collaborate with rising influencers for campaign storytelling.
- Explore offline pop-ups in key metro cities.
These steps will help solidify Savana’s position as a top choice for Gen Z fashion lovers who want more style without breaking the bank.
FAQs
What is Savana by Urbanic?
Savana is a new fashion label by Urbanic, designed for Gen Z women who prefer trendy, affordable, and fast-changing fashion styles.
How is Savana different from Urbanic?
Urbanic is a premium brand focused on curated, timed drops, while Savana offers a broader, rotating catalog with a trend-driven approach at lower prices.
Where was Savana launched?
Savana was launched at the British High Commissioner’s residence in New Delhi, attended by diplomats, fashion icons, and influencers.
Who is the target audience for Savana?
Savana targets Gen Z audiences, particularly students, influencers, and fashion-forward youth who crave style and affordability.
Where can I buy Savana’s collection?
You can shop Savana collections through the Urbanic app and website, with regular updates and new fashion drops.
Conclusion
The launch of Savana marks a bold new direction for Urbanic, bringing speed, style, and accessibility to the forefront of Gen Z fashion. With its innovative design process, influencer-first marketing approach, and trend-focused collections, Savana is poised to redefine youth fashion in India. As Urbanic continues to serve premium fashion lovers, Savana ensures that style remains inclusive, dynamic, and ever-evolving, just like the generation it’s made for. This launch isn’t just about fashion; it’s about more than that. It’s about creating a movement built on creativity and identity.
