Posted in Fashion, Fashion Design, PAF alumni, Pearl Academy, Pearl Alumni, Textile

TOP HONOUR FOR FASHION ACADEMY AT WILLS FASHION WEEK, NEW DELHI.

Pearl Academy, one of India~s leading institutes of design, fashion and related business courses, recently unveiled the book Master class at the ongoing Wills Lifestyle India Fashion Week, presented by the Fashion Design Council of India. Masterclass: Fashion & Textiles Guide to the Worlds Leading Graduate Schools is a guide from Frame Publishers in Amsterdam,

THE BOOK RELEASED ON 29TH MARCH 2014 –

 

Copy of PA NEWS TIMES OF INDIIA 30-MAR-2014 PAGE 09SOURCE:Times of India,Delhi Times New Delhi-30 -march- 2014 pg,9

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Posted in Designing, Fashion, PAF alumni

In ‘Goth’am city

ImageWhen I graduated from Pearl Academy of Fashion in 2001, I had bagged the ‘Best Innovative Collection Award’ at the graduating show. I have always thought and designed differently. It was this desire to do things differently that inspired me to come out with a different collection, experiment with fabric and embellishments. I also felt that there is a gap in the Indian fashion market as far as alternative fashion options were concerned, so I came up with VintageGoth. It’s a two-week ‘fresh’ brand.

I have used unusual fabrics coupled with the designs to make my collection a perfect alternate fashion offering. We’ve used lot of jute, cotton, metallic embellishments, metal with brocade and leather. But it was not easy to use them. The challenge was the non-availability of machines in the market. The machines that we had did not support unconventional fabrics and we had to spend considerable amount of time on R&D for these machines. Training our workers was another challenge.

As told to Reenu Bahl

Source : Deccan Chronicle July 8, 2012. By designer

Posted in Career, Designing, Fashion, PAF alumni

Fashion: A beautiful mess

(Courtesies: An Interview by By Shruti I L | Place: Bangalore | Agency: DNA)

A creation from the label KHEM
A creation from the label KHEM

Tell us about your line of clothing KHEM…
KHEM in Egyptian refers to the God of pyramids and just like the pyramids, our line of clothing is simple yet beautiful. The idea behind the brand is to find a place for the ancient serene look in today’s ultra modern era. In short, our line is all about understated elegance.

What is the USP of your line?
We celebrate Indian glamour in the most subtle way. We lay emphasis on the traditional art of embroideries and handloom fabric. We use a lot of silk and cotton and believe in putting the heritage we have to best possible use. We never deviate from the essence of minimalism—the embellishments are delicate and the colours muted. We pay indefinable attention to the finishing as well. For only when something is perfect from the inside can it look beautiful from the outside. Giving all our creations a timeless edge is our ultimate goal. Classic clothing with a contemporary twist defines our creations.

What does your collection have in store for us this season?
Flowing and pleated garments that come with a bit of sheen are what we are selling this summer. Tunics I feel are the must haves. Pastel shades dominate our collection. Strawberry, muted yellow, aqua and peach are colours that we feel will augur well with the Indian skin this season. There is surely more to summer than oranges and greens!

How was your collection received at the recently concluded Fashion Week in Mumbai?
It was a very encouraging experience as people did not just stop at telling us how much they loved our ‘A Beautiful Mess’ line but also provided us with good business. The collection we presented at the Summer/Resort 2012 Fashion Week in Mumbai was soft and feminine. The ivory coloured collection saw a host of techniques and fabric coming together. Mid-thigh dresses that end in kick pleats dominated the collection. Golden accents and appliqué work accentuated this feminine line of clothing.

What is your success mantra?
A strong foundation is most essential to make it big in the fashion industry. Aspiring designers should train themselves in design institutes. We too graduated from one such institute — Pearl Academy of Fashion. Then we went on to work with designers Abishek Gupta, Nandita Basu, Ritu Beri and Tarun Tahiliani. Prem also worked with several design houses to understand the production and marketing aspects before branching out. So, instead of being in a hurry to launch one’s own label, it is better to work with experts, gain industry knowledge and then start working independently.That way we are bound to survive longer in this industry.

Source: DNAIndia.com

Posted in Career, Designing, PAF alumni

How thinking offbeat and focussing on junk can create a brand

Ideas tossed around over cups of tea in the college canteen typically don’t see light of day. But for me, it gave birth to my very own brand, Adora by Ankita.

Conceptualised in June 2010 as a pocket-money generating venture, the idea took shape gradually over 14 months till I graduated from the Pearl Academy of Fashion with a degree in textile design in October 2011. What better way to celebrate than an exhibition, I thought.

The result was a show, Art Fest, in Vasant Vihar where I put up a meticulously selected product list comprising bags, corporate stationary, scarves, hair accessories, phone covers and abstract paintings. I had hoped for a good response but the excellent turnout blew me away. The brand literally took off from there.

Click here to read full article

Source: The Economic Times

Posted in PAF alumni, Retail

Shop for a living

Find shopping tedious, don’t have the time for it, or can’t decide what to buy? Personal shoppers are just the thing for you.

For his wedding, Aditya Mittal — a real-estate developer and owner of branding firm Watermark Luxury Designs — needed the perfect sherwani. Dreading the process of multiple trials and fittings, he approached personal shoppers Sanya Dhir and Puneet Dua. Though apprehensive initially, the lack of time, guarantee of exclusivity and promise of finding the best within his budget made the idea of hiring a personal shopper appealing. Dhir and Dua, co-founders of Luxury Shopping and Styling Services, found Mittal a Sabyasachi sherwani. Happy with their choice, Mittal hired them to dress his entire family for the wedding.

Being a personal shopper is all about customisation — the client’s taste takes precedence over the label. “We’re not pushing a sale, the client’s need is the priority,” says Dhir. The profession is popular in the West where the likes of Trinny Woodall and Susannah Constantine (of Trinny and Sussanah Undress fame) work on a commission-on-sale basis, but in India personal shoppers cater to a very small segment of luxury shoppers. “Everyone is fascinated with luxury, the trend will catch up soon,” believes Dhir.

At present, LSSS has a portfolio of around 250 clients comprising NRI families and corporate honchos. Not wanting to favour one label over another, they do not take cuts from stores and instead have individual charges (which they refused to reveal). LSSS offers a range of packages priced from Rs 15,000 to 5 lakh: there’s “FRAC” standing for friends, relatives, associates and colleagues of the client; “styling on call”, “corporate power programmes” and so on. “Wardrobe weeding” involves reviewing a client’s existing wardrobe and throwing away the “riff-raff” without offending anyone — tact is crucial to the profession. “Some men with double chins want to wear the bandhgala,” says Dhir. “It is then that I explain to them what works and what doesn’t, in the best way possible.”

Women are harder to please, admits Dhir. To avoid ego clashes and “cat fights”, the duo divides the male and female clients between themselves — Dhir handles the men and Dua styles the women.

* * *

Their profession is fairly tedious, claims Dua. It begins with an informal interaction, generally over coffee. “We steer the conversation around the client to assess his taste and establish a rapport with him.” Next, the shopper presents a catalogue of different looks and “shade cards” to the client that fit his complexion, pocket and personality. From clothes, accessories (jewellery, shoes, handbags and wallets) to hair and make-up, the shopper attends to all.

On receiving the client’s mandate, the shopper visits various markets — sometimes in other cities — to find the best deal. Chancing upon something that will be ideal for the client, the shopper reserves it by paying an advance. If he knows the retailer well, there’s no advance and the merchandise is delivered to the client’s house. Usually, the client visits the store for a trial and buys the reserved outfit if it suits him. “Unless you’re Deepika Padukone, the chances of finding a gown that fits you at Mcqueen (Alexander) are slim,” says Dhir, lamenting the lack of designer wear tailored to fit the Indian figure.

The shopper must do his homework, stresses Dua. In order to buy daily wear for a client, for instance, “I need to know details like where he walks on a daily basis — wooden floors or cemented ones? I’ll choose something as basic as the sole of his shoes accordingly.” Impromptu shopping is another demand of the profession. “A client might call us last minute, just before boarding a flight and demand a tie for a board meeting,” says Dhir. Knowing whether the said client prefers Ferragamo or John Lewis, she ensures that the tie is waiting for him at the hotel before he arrives.

Staying within budget is not difficult if the shopper understands retail. Both Dua and Dhir studied retail at the Pearl Academy of Fashion in Delhi. Dua has also served as a senior associate for the Italian label Salvatore Ferragamo.

According to Dua, weddings are where the “real money is”. “Weddings are a tense time for everyone…” He recalls instances when an irate client has thrown a fit if a made-to-order outfit hasn’t arrived on time — and he/she has had to be consoled with an expensive perfume. “At the end of the day, we don’t want to lose the client,” he adds. High-profile clients with big budgets aside, Dhir and Dua cater to every pocket. “We were once approached by a family demanding an extravagant wedding outfit with a budget that would only fit Karol Bagh or Chandni Chowk,” recalls Dhir. Undeterred, she rolled up her sleeves and went to Old Delhi to bargain hard.

The venue and décor, in the case of a wedding assignment, have to be taken into account before dressing the bride or groom. “If I know there will be red lighting, I will not dress up my client in neon and make him or her look like a fool!”

So do they ever succumb to shopping for themselves, while on an assignment? “I recently spent Rs 18,000 on a Gaurav Gupta dress,” confesses Dhir. “I just leave my personal credit card at home,” adds Dua.

Boosting the client’s confidence is also part of the job. “Some of our clients have a lot of money, but they might not know how to pronounce Salvatore,” says Dhir. “We give them the confidence to walk into a store and pick out what suits them, remembering the advice we gave.” The recall value, it seems, makes the client come back to the shopper for more.

How does one become a personal shopper? “You just need an eye for the finer things in life,” claims Dhir. An encyclopedic sense of fashion doesn’t hurt either. “We read our Harper’s (Bazaar) and Vogues, of course…but shopping is the best teacher!”

“One must observe trends and listen to the client,” adds Dua. Watching them grimace in disgust over a woman wearing a leather jacket over a sari featured in a prominent label’s look book, shopping for a living doesn’t seem like a bad idea at all.

Source: Business Standard