International Fashion Designers Find Consumer Niches

On "Project Runway" (Lifetime channel at 9 pm ET Thursdays), this season's televised competition is showcasing the influence of international designers. Sandhya channeled her heritage from India to turn a dip-dyed flowered print into an original summer frock that won the show's first challenge and puzzled her U.S. competitors.

What designers such as Sandhya are doing is satisfying consumers who search for fashions and accessories that express their individuality. They may be motivated to wear T-shirts that support a cause as Vivienne Westwood's "Save the Arctic" one does (See the earlier post, "North Pole Flag."). Or they look for the environmentally, sustainable clothes mentioned in the earlier posts, "The World of Fashion" and "Fashion Forward." Mumbai-based fashion designer, Rahul Mishra, for example, espouses "slow fashion." His garments draw on the craftsmanship of India's embroidery experts and weavers to involve many talented village hands in the process of making his clothes. Why? He sees fashion as an opportunity for participation, not just consumption.

 Some fashion consumers also want to be the first to go upscale to provide employment to those manufacturing luxury brands "Made in Africa." One designer who caters to this upscale consumer is Hanneli Rupert, daughter of Johann Rupert, chairman of the Richemont group that includes Cartier, Van Cleef, and other luxury goods. In 2009, she first introduced her Okapi brand, named for the "zebra giraffe" from the Democratic Republic of the Congo. At her Okapi website (okapi.com) and at her Merchants on Long store in Cape Town, South Africa, Ms. Rupert sells bags, card cases, and other African-sourced leather goods. This fall the Okapi brand also will be available online at the luxury fashion Net-a-Porter website (net-a-porter.com).

The New York Times (July 31, 2014, page E5) observed that consumers looking for hard-to-find, unusual products are willing to pay top dollar to artisans with incredible fashion, furniture, and textile skills whether they live in Pakistan, Ethiopia, Peru, or Kenya. This season's "Project Runway" contestants are on the brink of exciting careers.