In a recent development, leading Indian fashion designer, Masaba Gupta has joined sportswear company One8 as the first Indian Designer Collaborator. The development signifies, a quite but rapid shift in the Indian fashion and retail market as fashion, business, and entertainment communities observe this landmark collaboration. As sportswear fashion sets to overtake the apparel fashion market by 2030, brands and fashion houses are taking steps to adapt to the new consumer needs and changing market dynamics. In this article, we will explore the latest collaboration between Masaba Gupta and Virat Kohli owned One8, and what this shift means for aspiring fashion designers.
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Leading sports shoes and accessories brand One8 has announced a landmark collaboration with top Indian female designer Masaba Gupta as she joins the brand as the first Indian designer collaborator. One8, Virat Kohli's lifestyle and sportswear brand, announced its collaboration with Masaba Gupta. launched a new collection of sports shoes and accessories in collaboration with top female fashion designer in India, Masaba Gupta. As a design collaborator, Gupta will be featured in the brand’s campaigns, which aim to promote the values of confidence, individuality, and ambition through the latest collection.
Why this Collaboration is Significant
The following are key takeaways from this collaboration which makes it a significant moment in Indian fashion industry:
- Masaba Gupta becomes the first Indian designer collaboration for One8
- Signifies growing convergence of fashion and athleisure
- Reflects consumer demand for style-driven sportswear
- Demonstrates how fashion designers are increasingly working beyond traditional apparel categories
Masaba Gupta is one of the most well-known top fashion designers in India. She is primarily known for quirky prints, bold silhouettes, and designs that cater to a young audience. Throughout her fashion journey, Ms. Gupta has accomplished several career feats in her fashion and entrepreneur career, which sets out to be a great example for aspiring fashion students and designers. The following are some of the key takeaways from her journey that any fashion aspirant can learn from:
1. Build a distinct identity: While Indian fashion design industry is dominated by bridal wear and traditional craft, Masaba Gupta brought a unique perspective to young audience with her bold and quirky prints and designs. Her distinct fashion and brand identity allowed her to stand out from the crowd and cater to a new market.
2. Think beyond design: Throughout her career, Masaba Gupta has expanded her presence not only in retail fashion, but also in luxury wear, jeweler design, media & entertainment, and beauty products. Her ability to think beyond design gives her unique opportunity to diversify her catalogue with different product offerings.
3. Embrace collaboration: Through collaborations such as the One8 partnership and other brand associations, she has embraced new challenges and opportunities. She often works with athletes, influencers, technology companies, and lifestyle brands to enhance her reach among wider audiences.
4. Understand market trends and brand strategy: Masaba is well known for adapting to market changes. Her collaboration with One8, a sportswear brand, is a testament to her ability to understand evolving consumer preferences and market trends.
Apparel markets across the world are experiencing a shift towards more intentional spending, and as a result, consumers are prioritizing premium performance products instead of luxury fashion items or casual wear. As per a study done by a market research company, Euromonitor, the international global sportswear market, including sports fits, sports shoes, accessories, and equipment, is projected to exceed USD 500 billion (CAGR 5%) in global sales by 2030, which is way ahead of apparel and casual footwear, which are set to grow at less than 4% CAGR over the same period.
Developing markets such as India are expected to drive the growth in sportswear sales due to rising incomes, digital commerce, and increasing participation in fitness activities. Adapting to these changing trends, Indian sportswear brands are no longer a niche market, as fitness wear is now becoming a fashion and lifestyle category. One8, for example, was launched by Virat Kohli in partnership with PUMA and branded as an athletic brand with products such as performance wear, casual apparel, and footwear. However, this latest collaboration with Masaba Gupta marks how sportswear brands such as One8 are increasingly incorporating fashion design and cultural storytelling into their offerings.
Sportswear fashion is fast emerging as a major global market with endless potential in jobs and opportunities. The following are some of the top jobs that one can pursue in sportswear fashion:
| Job Title | Average Salary |
| Sportswear & Apparel Designer | 7.5 to 8.5 LPA |
| Sports Merchandiser | 5 to 6 LPA |
| Sports Brand Marketing Manager | 8 to 19 LPA |
| Fabric/Material Researcher | 7 to 12 LPA |
| Retail Trainer | 3 to 9 LPA |
| Sportswear Consultant | 3 to 7 LPA |
| Fashion Store Manager | 3 to 9 LPA |
Disclaimer: Salaries may vary based on experience level, job type, organizations, and other factors. The above-mentioned salaries are sourced from Glassdoor data.
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The Masaba Gupta and One8 collaborating reflect the future of fashion, when innovation, branding, entrepreneurship, and cultural significance come together. For future designers, it serves as a reminder that success in fashion today necessitates not only creative talent, but also innovation, cooperation, and a thorough understanding of modern customer behavior.
