Amethyst, Chennai has been a special experience through the years and an important landmark in their journey as a language of design to the world. Through the years their collections have evolved organically to work with crafts like hand embroidery, block-printing, reworking recycled textiles like vintage brocades and ikats which have been deeply appreciated and absorbed by the eclectic world of the south.
Given the current global situation due to Covid 19, they had been rethinking their work and preparing for the ‘new normal’ when Amazon Prime heralded the Biopic film Shakuntala Devi in the last week of July. It was a breath of fresh air in between while trying to work out schedules and plan the future with my artisans and workers.
Sonam’s design aesthetic has always been influenced by Indo-Asian styling and they have a natural penchant for the vintage world. Their body of work has always been inspired by old-world textiles – their charm and recycling in the 1930s /50s since the very beginning.
The collaboration with ace stylist and designer Niharika khan started as he was working on our Autumn- Winter collection a year ago. He envisioned creating a mirror worked sari with abstract embroidery on georgette to follow the mood of their ‘Marco Polo’ 2019-20 collection which fell into place. He was given a set of images as a mood board to create an ensemble that would work for Shakuntala Devi when she is at her glamorous best which fits into the storyline.
The cape is inspired by the 1930’s Poiret style and is a rendition of their statement cape- versions of which can be seen in their collections through the years. It is a piece that is glamorous and effortlessly elegant and worked wonderfully in the film. The combination of these two signature pieces worked perfectly for the style envisioned and the film set and was a part of the poster. This ensemble took the world by storm and was very successful with the rendition of the film and enabled them to get a debut into the world of cinema.
This time taking the cue from the film Shakuntala Devi for amethyst, they have developed the winter collection 2020 /21 to herald the past into the future. This collection explores a movement into fashion that is trans-seasonal and moves between worlds. Based on vintage style, and sustainable processes working with artists, artisans, and craftspeople recreating old world charm and beauty which is relevant and so essential in this period of strife and isolation to bring back “Hope” and “Happiness” back into our lives reaching out into the new year.
When: 19th -31st of December 2020 | 11 AM – 7.30 PM
Where: Amethyst, Whites Road, Royapettah, Chennai.