Prathyusha Garimella
Fashion designer
Prathyusha Garimella
Hyderabad-based designer Prathyusha Garimella is known for blending contemporary silhouettes like capes and crop-tops with intricate details of zardorzi and gotta patti. She gives a twist to traditional indutvas or ethnicwear. Prathyusha Garimella opens up about trends in bridalwear.
What is your inspiration for the Autumn/Winter collections this year?
I take cues from nature around me. The different patterns of leaves really fascinate me, so I have used a lot of leaf motifs with intricate hand embroidery detailing.
What kind of silhouettes will we see trending this winter festive season?
Last winter was all about capes. This year there will be a lot of Indo-western fusionwear with contemporary interpretations of one shoulder, strapless and off-shoulder outfits.
How do Indian consumers respond to shopping for bridalwear online?
The response to our e-commerce portals has been amazing. Most of our clientele is online. I receive a good chunk of orders online from international clientele and customers all over India. Our online presence has definitely helped expand my customer base and reach out to people that a brick and mortar retail presence does not allow.
What are the trends for Indian bridalwear for 2016 winter in terms of colour, silhouette, fabric, detailing, and accessories?
People are moving towards simpler silhouettes, sublime pastel colours with bright colour accents. They are shying away from overt bling.
What is the size of bridalwear in India? At what rate is it growing?
Nobody spends on weddings the way Indians do. I believe the bridal wear segment alone in India is growing rapidly with each year. I would say that for most designers, the bulk of their sales comes from the wedding apparel sector.
What influences fashion in India the most?
Cinema is such an integral part of the Indian way of life. Film actors hold a huge influence over people’s fashion choices. At the same time, with exposure to social media, a lot of the young generation are aware of international trends and what works for them and are not afraid to interpret fashion trends on their own terms.
Which fashion trends do you think are outdated?
I am not a big fan of overpowering floral prints. They have been around for way too long and it is time to move on.
Which pieces from your bridalwear collection are the most sought after?
The pink cape gown from Winter/Festive 15, and white threadwork lehenga have been the hot sellers and have been worn by many celebrities. Our crop tops have also received a good response.
Published on: 09/06/2016
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.
