Our vision is to make sarees a staple in global fashion
Iyla Silk is a trailblazing brand in the silk saree industry, known for its innovative designs and unconventional concepts. Founded on a transformative morning, Iyla Silk has redefined what it means to wear a saree, blending traditional craftsmanship with modern aesthetics to create pieces that are not just garments but expressions of art. Each saree from Iyla Silk embodies a commitment to creativity, quality, and the celebration of heritage infused with contemporary style. In a chat with Fibre2Fashion, Director & Founder Subha Subramanian discusses silk sarees for Millennials and Next Gen.
In what ways do you think the silk saree industry needs to evolve to stay relevant in the modern fashion world?
As the world changes every day, it is crucial for us to stay relevant in today’s society. This applies to the silk saree industry as well. While silk saree consumption has declined over time, preserving the culture, and passing on traditional values to the next generation is important. To achieve this, we must understand the current needs and preferences of today’s consumers and incorporate modern elements into existing saree designs. By blending tradition with innovation, we can create sarees that resonate with the younger generation, ensuring that the beauty and heritage of silk sarees continue to thrive for years to come.
Can you share some insights on how customer preferences have changed in recent years regarding traditional attire?
Customers today strive to stand out in the crowd and take pride in preparing for events with careful attention to their appearance. Dressing up has become a must, and they aim to choose outfits that spark questions like, “Where did you get that saree?” This sense of individuality drives their selections, as they prioritise their personal preferences.
Traditional annam and manga designs are no longer at the top of their wish lists. Instead, they seek out trending and contemporary styles that reflect modern tastes and fashion-forward sensibilities. These choices allow them to express their unique style and make a statement wherever they go.
How do you see the role of sustainable and ethical practices evolving in the fashion industry over the next decade, and what steps can companies take to stay ahead of this shift?
In the coming decade, sustainable and ethical practices are going to be increasingly important in the fashion industry. Companies must stay ahead by using eco-friendly materials, ethical production methods, and transparent business practices.
What inspired you to start Iyla Silk, and how did the concept initially come to you?
My journey has been wholesome and unexpected. While I always dreamed of running a business, I never imagined it would be in the silk saree industry. Now, I believe it was my destiny all along. The turning point came during the pandemic when we were all locked down at home. I took that time to explore my passions, and I stumbled upon a new love for saree blogging. This led to collaborations with various brands, and my appreciation for sarees only grew stronger. As I immersed myself in the world of sarees, I began to question why the designs were so traditional and repetitive. Why were we limited to the same old patterns and styles? It struck me then that I could bring something fresh and innovative to the table. It wasn't easy breaking away from the traditional, but now that I look back, I know I made the right decision. My journey has been one of following my passions, embracing new challenges, and pushing boundaries in the silk saree industry.
Iyla Silk stands out for its innovative designs. Could you share your creative process for developing these unique saree concepts?
As part of our weaving process, we find inspiration in everything around us, from the smallest details to grand, awe-inspiring sights. Our journey took an unexpected turn when we began receiving requests for sarees that could suit children’s birthday events, which led to the creation of our Ice Popsicle Kanjivaram. Beyond that, we also designed a stunning Taj Mahal weave, inspired by the wonders of the world. This fusion of tradition with modern influences is a hallmark of our brand. We stay in tune with trends from Western countries and explore how these can be woven into our sarees, creating pieces that resonate with Millennials and Gen Z.
Our creative journey took us even further as we ventured into popular TV series, designing a saree inspired by the ‘Game of Thrones’ universe, and another rooted in the world of science fiction. These unique designs reflect our commitment to blending tradition with contemporary and global themes, ensuring our sarees capture the imagination and hearts of a diverse audience.
How do you balance maintaining traditional craftsmanship with introducing modern elements in your sarees?
At Iyla Silk, we believe in honouring the rich heritage of traditional craftsmanship while infusing our sarees with modern elements that resonate with today’s fashion-conscious individuals. Our approach is centred on maintaining time-honoured weaving techniques and using high-quality, natural materials to create sarees that reflect our deep respect for tradition. However, we also embrace the evolving tastes and preferences of our customers by introducing contemporary patterns, colours, and designs into our collections. By exploring new concepts and blending them with traditional motifs, we create sarees that are both timeless and stylish. This harmonious fusion allows us to produce sarees that tell a story of cultural heritage while remaining fresh and appealing to a modern audience. Our team of skilled artisans works closely with our designers to ensure that each piece strikes the perfect balance between tradition and innovation.
What challenges did you face when starting Iyla Silk, and how did you overcome them?
The initial major challenge we faced was building trust among our customers. As a relatively new brand in the silk saree industry, we found it difficult to convince people to choose us over established stores that had been serving generations of customers. However, our unique products quickly turned heads and garnered attention.
Another hurdle was establishing a network of skilled artisans and sourcing quality materials to meet our high standards. This required meticulous effort and time to develop relationships and streamline business operations. Through perseverance and a focus on excellence, we overcame these challenges and created a smooth-running business that continues to provide exceptional silk sarees to our customers.
Each Iyla saree is described as a piece of art. What elements do you think make a saree more than just a piece of clothing?
The bold and innovative designs at Iyla Silk transform each saree into more than just a piece of clothing—it becomes a true work of art. Our sarees are crafted with an eye for the extraordinary, weaving together patterns and motifs that are exotic and unlike anything you have seen before.
When you witness the unique weaves and intricate details, you understand that these sarees are more than just garments; they are collectibles to be cherished. Each piece is a statement of artistry and creativity, destined to be a timeless treasure in any collection.
You offer a unique shopping experience at Iyla Silk. How do you ensure that every customer finds a saree that resonates with their persona?
People’s tastes in sarees have evolved significantly, with customers now seeking more than just traditional designs. They look for something exquisite and personalised in their sarees, and we strive to meet their expectations.
At Iyla Silk, we value our customers’ preferences and listen carefully to their requests. By understanding their needs and desires, we can incorporate these elements into our sarees, whether it is bold and vibrant or subtle and elegant. This personalised approach ensures that each saree resonates with the customer’s unique persona, making their experience truly special.
How has the reception been towards unconventional saree designs in a market accustomed to traditional styles?
When we first introduced our innovative designs, we questioned whether people would embrace them. After all, traditional saree designs have been worn for generations, and change can sometimes be met with resistance. However, we quickly realised that people were eager for something fresh and unique.
Our customers were looking for a way to stand out and shine bright, seeking sarees that offered something new and unexpected. As we delivered sarees that met and exceeded their desires, we found that our creations were a hit! The journey has been exciting and unpredictable, yet incredibly rewarding as we see our customers’ delight in our distinctive designs.
Winning the She Nakshatram Award for ‘Best Clothing Brand of the Year’ is a significant achievement. What does this recognition mean to you and your team?
Winning an award has been a powerful affirmation that we are on the right path, motivating us to push our boundaries even further as a team. Receiving the title of ‘Best Clothing Brand of the Year’ is a milestone that has brought us tremendous recognition and pride. This accolade has strengthened our belief in our work and our vision, encouraging us to continue innovating and setting new standards in the industry. We see this achievement as just the beginning, and we eagerly look forward to reaching even greater heights and achieving many more milestones in the future.
Can you tell us about your ‘Next-Gen Bride’ collection? What makes it special?
Today’s generation of brides has evolved significantly from their predecessors. They seek to express their true selves, with their outfits reflecting their unique personalities and desires. Our Next Gen bridal collection is woven precisely with this in mind. We have a dedicated team that understands the needs and tastes of today’s brides. They work diligently to create sarees that feature contemporary designs tailored to match each bride’s wedding style and preferences. Our collection showcases modern colour palettes and innovative patterns, ensuring that every bride feels confident and radiant on her special day.
The ‘Next-Gen Bride’ collection represents Iyla Silk’s commitment to reimagining bridal wear. This collection combines traditional elements with modern aesthetics, offering brides a fresh, elegant option that speaks to their individual style.
Looking ahead, what are your long-term goals for Iyla Silk?
In an era where dresses and other outfits have become the norm at events, we are committed to elevating silk sarees to a global stage. Our goal is to transform sarees into a versatile, worldwide outfit that anyone can wear, regardless of their cultural background. By introducing innovative designs and contemporary styles, we aim to showcase the beauty and elegance of silk sarees to a broader audience. Our vision is to make sarees a staple in global fashion, admired and worn by people around the world for their timeless grace and exceptional craftsmanship. Looking ahead, Iyla Silk aims to continue expanding its reach and influence while staying true to its roots.
Looking to the future, what innovations do you anticipate will have the biggest impact on the traditional fashion sector?
Technological advancements such as smart textiles and AI-driven design may impact the traditional fashion sector. Personalisation and customisation will likely play a significant role in the future of fashion.
Finally, what advice would you give to someone looking to start their own fashion brand in today’s competitive market?
For someone looking to start their own fashion brand, key advice includes staying true to your vision, being open to learning and adapting, and building strong relationships with skilled artisans and suppliers. Additionally, leveraging digital platforms for marketing and customer engagement can help establish a successful brand.
