Sunoh Studio started in 2019. From its first collection to a wide range of options, Sunoh Studio has grown to become the face of minimalist ethnic fashion. The brand has taken the initiative to create a healthier fashion choice among its customers. In an interview with Fibre2Fashion, Founders Gaurav and Sana Digga discuss current trends, conscious consumption, and next plans.
Can you explain the term ‘minimalist ethnic fashion’? How is this different from ethnic wear?
Sana: When we talk about ethnic wear, sometimes it is mistaken for flashy colours and heavy designs. Minimalist ethnic fashion represents unique seasonless designs that can be worn on any occasion. Our ideology behind creating timeless and minimalist designs is to prolong the life of the garments which can be passed on to generations.
Is ‘conscious fashion’ the same as ‘minimalist ethnic fashion’ or different?
Sana: Not really. It is a bit more complicated. Conscious fashion is an initiative that requires eco-friendly and green technology, methods, designs, and raw materials. Every step requires mindfulness to create any outfit/accessory which can be then called a conscious product. But when we talk about minimalist ethnic fashion, it is a counterpart of this green initiative. It only partakes a small percentage of the whole idea of conscious fashion.
What are the current trends in the Indian market w.r.t ethnic fashion?
Sana: A few trends that might stick in 2023 are plunging V-necks, earthy, pastel, and vibrant colour palettes, metallic detailing and hand embroidery, elegant layering, a blend of retro and contemporary style, sequin work, gotta patti and applique work, and quirky geometric and floral prints.
What is the story behind venturing into fashion and setting up Sunoh Studio?
Gaurav: We both have been in touch with our creative sides. Sana through her everlasting love for fashion and styling and me being intrigued by photography. Soon this interest and curiosity towards finding our creative journey led to Sunoh Studio’s beginning.
Is there any particular reason for choosing the name ‘Sunoh’?
Gaurav: I am a huge fan of Lucky Ali, and the name is inspired by his song Sunoh.
What is your brand philosophy?
Gaurav: Our brand stands still on three pillars – art, culture, and fashion. We believe combining and experimenting with these led us to the success and recognition we have achieved so far. Apart from this, being true to our initiative of creating a label with timeless and minimalist designs has only helped us throughout the journey.
How do you approach the creation of new collections? What is the process like from the beginning to the end products?
Sana: In the beginning, we started with one basic pattern with a straight fit. With each collection launch, we add 1-2 more patterns with a dedicated colour palette and motifs. This helps us expand the product range and experiment and explore more combinations in the existing category.
It is then followed by a selection process of fabrics, patterns, and embroidery designs.
How do you go about choosing fabrics for your collections?
Sana: The two strict and primary factors we consider while selecting the fabrics are:
oIt should feel good on the skin, and
oIt should be durable.
What type of garments do you create and what is their purpose? Tell us about hand embroidery used in your garments.
Sana: We provide a whole range of everyday and light occasion wear for people who love hand-embroidered zardozi work. Our designs can be seamlessly accustomed into our customer’s staple wardrobe, unlike overwhelming flashy outfits. We believe in encouraging our customers to reuse, restyle, and be creative.
What is the brand’s aim when it comes to promoting conscious consumption?
Gaurav: The brand follows the ideology of “product over concept”. We don’t believe in pumping out stocks mindlessly. Each collection is curated in the durations set apart a little. This gives space for us and our associates to rest, rethink, and create new designs. Therefore, we have been successfully resonating with our customers.
What are the next plans for Sunoh?
Gaurav: Our plans are to expand our horizons and tap into physical retail services before Diwali this year.
What would be your advice to youngsters who are keen on making a career in fashion design?
Sana: Fashion as a career today is extremely vast and accepting. With trends changing every day, there is nothing one cannot aspire to achieve in this field. Our quick piece of advice would be: Fail fast. Make a list, try everything, and stick with things that work for you. In the end, it is worth exploring your quirky and distinctive creative journey.
Interviewer: Shilpi Panjabi
Published on: 03/04/2023
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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