Text by NAMITA GUPTA
They know their warp and weft and are creating drama with their simple yet stunning silhouettes. Chic, contemporary and creative, these fashion designers from Bengaluru are creating waves across the globe for their new-age concept-based couture clothing and innovative prêt wear. Aesthetic and awe-inspiring are some of the words that best describe their creations that can bring life to any wardrobe. Bridging gap between Indian and modern contemporary cuts and styles, these fashion designers are ahead of their game in designing timeless classics.
Jyoti Sachdev Iyer
- Where did you study design from? How did you realise your affinity towards fashion design and how did you decide to take it up as a profession?
I was a fine arts student at Chitrakala Parishath when I started off. I then decided to hone my skills at NIFT in Delhi and that’s where my journey as a designer began. I learnt the intricacies it took to put something together, from textiles, to stitching something as simple as ideation – it all molded into the way I saw fashion. My experience blended with my personality, sensibilities of less is more and the kind of work I do, whether its drapes or prét or bridal, my cuts are always experimental.
- What were the challenges that came initially?
I started young and I had bigger responsibilities like a little baby in my hand but a dream is a dream and I worked day and night to get where I am today. Whether it was learning how to deal with my carigars (tailors) or sourcing the finest fabrics from across India everything was an experience that has brought a lot to the growth of my brand.
- How did you overcome them and how has the journey been since then?
I always say persevere. Never give up and never lose hope. As a person I would attribute myself to be a very positive person. I shun something off if it doesn’t happen and look at exploring other ways to get what I had in mind done regardless of how difficult it may appear to be that has helped translating into my journey. I have always felt that my work speaks for itself, and it’s heartwarming to see that people feel the same.
- What have been some of the highpoints in your design journey?
When I started off, it was collaborating with big design houses like Fendi & La Perla and over a course of time it became the experimental design I steered into, whether it was a show in Barcelona inspired by the La Sagrada or reviving Aboriginal Art with the Australian Embassy. We’ve had the blessing to walk across the Wagah Border and take our designs across the globe, from the UAE, to the UK, to the USA. Our presence exists in most corners of the world and our clients continue to love and support the work we do. What started off as a casual conversation with Anjum Azeez, my partner, turned into a dream come true for the both of us. Our Ulsoor Road studio space in Bengaluru was designed and curated for a market that was in need for it. A lifestyle library that caters to all your designer needs, from pret to bridal to bespoke tailoring, comfortable and relaxing. Our association with Emerald Ventures has resulted in creating the ultimate fashion destination for Bengaluru. Both Anjum and I did not want to open just another designer store. We wanted to give it a twist and hence the idea of having a lifestyle library and a coffee shop.
- Who are some of your biggest clients?
All our clients are special to us. To name a few we’ve had a princess in Russia have her wedding outfit designed by us, we’ve also had Sarita and Kamal Kaul who are known for their incredible hospitality have both their lovely Children get their wedding outfits done by our brand, Loving and generous Chetna Kumble to an Onitaa in London, Tapsee Pannu, Neha Dhupia. Each one has a special place in the JSI family.
- What are some of the striking features in your outfits that set them apart from the other designers in this space?
What sets us apart from other designers in this space is our drapes. We spend hours on every pleat, stitch, and cut. It all needs to be done to perfection. I also love experimenting with fabrics and different types of cuts that adds to the diversified collection we have. The one feedback we have received from many of our clients is our unique designs that are not found anywhere else and the fit of the garment. We ensure that each person is comfortable in the outfit they are in making sure that it falls and fits well on the individual. We have outfits for every occasion be it a Gatsby themed party or a lehenga for an extravagant big fat Indian wedding.