BRAND NAME - La Paz
FOUNDER - Radhika Agarwal
STARTED IN - 2022
USP - Conscious Luxury Swimwear
Made in India and incepted on a small island in Mexico, La Paz is a fusion of luxury swimwear and artisanal craftsmanship with a firm grasp on sustainability—a combination that is still finding its footing in the fashion universe. In our conversation with co-founder and creative director Radhika Agarwal, Blur The Border discovered that her rebellious spirit fuels her passion to successfully establish La Paz in the Indian luxury space, and her designs are inspired by diverse artistic influences from both Indian and Western cultures. While Radhika’s dedication and meticulous design process caught our attention, we also discovered that inspiration can strike anywhere, even in the depths of the ocean, while you are swimming with the sharks.
Radhika's Picks
Who is the one influencer you wish to see wearing your products?
Lisa Hayden
Is there a podcast/ book/ social media handle that you’ve found helpful for your business?
Books: Fashion Designer’s Survival Guide by Mary Gehlhar and Positioning by Al Ries and Jack Trout
Podcast: The Ranveer Show
If you could collaborate with any Indian or international brand, who would it be?
There are a lot of brands that come to my mind and I can't circle on a particular one, but I would love to collaborate with an Indian brand that resonates with travel.
BTB: What is the story behind the name of your brand?
RADHIKA: On one of my trips to the city of La Paz with my husband, I swam with the sharks and realized how accomplishing it is to face your fears. It encouraged me to start my own brand and since the city made me reflect on my fears, I decided to name my brand ‘La Paz’ which I think resonates with a resort-like vibe. Coincidentally the word also means ‘peace’ in Spanish- a feeling I believe is synonymous with what you would want to experience during a vacation or a getaway.
BTB: What made you want to start a swimwear label?
RADHIKA: Several factors, actually. I come from a small town in Rajasthan called Bhilwara where my family owns a textile business. Thus, I have always been surrounded by textiles, and I chose a career in fashion design. My family wanted me to venture into Indian couture, but the rebelliousness in me decided to shift the focus from the mainstream. Moreover, while shopping for swimwear I found that there were limited options available in the Indian market and I felt like there was an opportunity to tap into.
BTB: Describe your creative process - from ideation to the final product.
RADHIKA: We begin by brainstorming the concepts. It usually involves compiling a visual board filled with cut-outs from magazines- including references from Vogue runway. Once the groundwork is laid and we have a clear vision in our head, we sketch approximately 50 designs from which we finalize no more than 5-10 because we are a slow fashion brand and also a startup. It allows us to maintain a focused approach to design. Then we select the fabrics that are eco-friendly and begin sampling.
BTB: What, according to you, sets your brand apart from competitors?
RADHIKA: We understand who our customers are - whether they are globe trotters, wanderlusts, or people who work hard, party hard, spend harder, and appreciate finer things in life. We also pay close attention to craftsmanship and the quality of fabrics we incorporate into each piece. Even though have recently set foot in the market, I can say that our standards exceed the ones that are traditionally available in the Indian market. You can also see an amalgamation of Indian craftsmanship and Western art which brings unique factors to the swimwear pieces we create along with a selection of conscious fabrics and ethical processes - a very important part of our ethos.
BTB: How do you intend to preserve the aesthetics, sustainability principles, branding essence, and unique art direction of the brand once you plan to scale up?
RADHIKA: When it comes to sustainability, there are a lot of companies today that are innovating newer more conscious alternatives-which is going to make it easier for the fashion industry to transition to such fabrics organically. For the rest of the factors, I think it depends on remaining true to the ethos and vision I have created for La Paz - as a founder and a creative director. I also believe that the trick is to take control of everything, despite knowing that a lot of people are going to want to become deciding factors as we scale up.
Name your favorite vacation spot.
The entire continent of Africa.
What is the show/ book/ song you are currently obsessing over?
Show: Peaky Blinders & Succession
Song: Soul Meets Body by Death Cab for Cutie
Homegrown brands you are loving right now…
Urvashi Kaur, Evemen, Studio Verandah, and Jaywalking
BTB: What is your favorite product or outfit from La Paz and why?
RADHIKA: It would be the Barbie Maillot crochet swimsuit which is 100% handmade. Despite taking about a year to develop the piece with our artisans, we have been able to retain the original design and it also fits really well. The e-wave print on this piece is inspired by the walls of the pyramid of Teotihuacan, which I think vaguely resembles the patterns of the Leheriya craft.
BTB: What are some of the challenges you might have faced while establishing La Paz, and what have been your biggest takeaways from them?
RADHIKA: It would have to be about altering the perception of swimwear in India and dismantling the stigma around it. People still view the photoshoots and regard them as lewd and vulgar. But being a sportsperson has helped me cultivate a competitive spirit, and I have been able to navigate the highs and lows of the business gracefully. Because what's a business if it isn't riddled with challenges, right?
BTB: Is there any other brand doing great work in this space that you would like to highlight within the Indian fashion industry?
RADHIKA: I would like to mention Studio Verandah. They are fabulous, and I really look up to the founder, Anjali Mehta’s ideology, her efforts, and what she has done with the brand. In fact, Verandah inspired me a lot when I was creating my own brand.
BTB: What does a typical day look like in the life of an entrepreneur like you?
RADHIKA: We actually start a little late and end late! On most days before we start work, we do a meditation session. Then during the day, we chalk out our to-do list and fulfill our tasks, whether it's discussing our monthly calendar and sorting out our social media plan or sitting together with the design team to gauge our progress with the collections. Our evenings are quite interesting. We have recently started discussing branding, trends, and their importance, or movies that anyone on the team may have watched recently. This helps in team building and understanding what's going on around us and what people like
BTB: What has been that accomplishment that you are proudest of in your journey?
RADHIKA: Creating and retaining a team that believes in the same values and operates on the same wavelength, which I think is very difficult. I am also extremely proud of the many compliments we have received for our aesthetics and the quality of social content that we have been able to produce as a team.
BTB: What do you think the next five years look like for your business?
RADHIKA: The goal for the next two years is to have our own in-house sample unit. We intend to expand into additional categories for women, men, and children to establish La Paz as a go-to swimwear label. I also want to build a physical presence apart from our online store because gaining hands-on experience is important for understanding the texture and fit of a product. I'd like to have La Paz designs at prominent international marketplaces, as well as collaborate with well-known stylists and photographers from around the world. I also hope to retain the models with whom we have worked so that La Paz remains a part of their conversations and networks
FOLLOW LA PAZ'S INSTAGRAM @lapaz.in
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