Taking the Fashion World by Storm

When did you first realize you wanted to pursue a career in fashion?
 
I knew I wanted to pursue fashion when I was 18. My family was supportive and trusted my decision. In spite of being a bright Science student and scoring extremely well, I couldn't imagine myself doing anything else.
 
What is your most cherished memory in the industry so far?
 
The first time that my mirrorwork sari was worn by a celebrity - Shilpa Shetty. That is something I will always cherish, because it changed things for my brand at a very early stage.
 
What are some highlights of your career?
 
Whether it’s stocking with Aza early on in my career or showing at Lakme Fashion Week, I have had a lot of exciting moments!
 
Who has influenced your design career the most and how?
 
I started dreaming of fashion in school and used to buy magazines like US Vogue, US Harper’s Bazaar etc. Music videos from the late 80’s and early 90’s – both Hollywood and Indian Pop – have also influenced my sensibilities.
 
How has the Indian fashion industry evolved over the years? Where do you see it going?
 
In the past decade, there has been a major transformation in the fashion industry. More companies and brands have become aware of the business of fashion and its influence in our daily lives. There has been a massive boom; I already see it becoming one of the biggest industries of our country.
 
What is your signature style? Who do you design for? How similar or different is your personal style to your creations?
 
I design for young, spunky women, who are confident and ready to experiment, but at the same time deeply value their culture. My personal style is largely focused on comfort and wearing one unique thing every day. One can see elements of my personal style in my collections. It's important to be able to pick up any outfit from your own collection and be happy about wearing it!
 
What advice would you give young designers who are just starting out?
 
Patience is one of the most important things to keep in mind while starting out. Miracles don't happen overnight. In a competitive field like ours, consistency, a good product, and a great marketing system keeps one going. Keep trying and keep reinventing yourself.
 
Tell us about the pieces we see in the cover shoot of this issue.
 
They are meant for a contemporary bride who wants beautifully crafted, well-styled pieces. It’s about wearing every garment in a fun way that takes the look a notch higher. Each look is different from the other, showcasing the wide range of options available for today's modern bride.
 
Tell us about why Esha Gupta is your muse.
 
Esha is a stunning girl with great carriage and style. She represents the woman I make clothes for: confident and spunky, but at the same time someone who deeply values culture. We have worked together in the past; she walked for my show at Lakme Fashion Week. I adore her style sensibility and thought she would be the perfect muse.
 
How would you describe your association with Aza? What are your thoughts on the Aza Magazine cover shoot collaboration?
 
I am absolutely grateful to be a part of the Aza family. Our journey together has been fulfilling and delightful. We started with their first store at Altamount Road, and now the Arpita Mehta label is available at all Aza stores, as well as online at Azafashions.com. Aza has played an important role in making our brand what it is today. With their constant support, we have only gotten better. I'm super excited to collaborate with Aza & Devangi on this issue. I love the idea of having an in-house magazine. It’s a great way to showcase what Aza and their designers have to offer. I'm sure this issue will be special not only for us, but for our readers too!
 
Back to home Next article