His Instagram bio describes him as a ‘storyteller’ and rightly so, as designer Ayush Kejriwal’s creations constantly narrate a robust tale. The Glasgow-based mostly designer, recognised for his unconventional acquire on style and beauty, is well-recognised for his ethnic creations that he generally takes advantage of to make a statement and empower persons.
In an special email conversation with indianexpress.com, the designer talks about his latest collaboration with Label Varsha, the significance of his brand’s new emblem released previously this year, the effect of the pandemic on the trend field and a lot far more.
What is your latest collection in collaboration with Label Varsha all about?
My collaboration with Label Varsha for Spring Summer’21 selection emphasises a mystical come to feel, rawness, and ethnicity. The assortment draws inspiration from the traditional Kalamkari block prints of South India. It is Indian, natural and organic, and all about austere simplicity with clean up lines.
What is the USP of this collection and how is it distinct from your prior creations?
It is a stunning collection with an opulent touch. The selection is a fantastic amalgamation of affordability and luxury.
The pandemic has hugely affected the trend business. But what do you feel has been the major affect and why?
I experience individuals are now more inclined to shopping for much less and intrigued in excellent products. I assume this pandemic could just assistance in building sluggish trend a reality.
You not long ago introduced a new logo for your label. Could you share the concept, inspiration, and layout facts of the similar?
My brand brand tells my tale via the most strong symbols – it is all about ‘Mai’ (me). Range 27 has a specific significance. When I commenced my creative journey in 2013, I lived at 27 Huntly Gardens in Glasgow. Range 27 symbolises where it all commenced. Glasgow may perhaps be my adopted house however, Kolkata is the spot the place my character was shaped, and my heart stays in the metropolis. Kolkata is a metropolis of numerous symbols but, to me, the hand-pulled rickshaw symbolises true grit and determination. The legendary impression of two hands touching is included into my emblem as a representation of the creative imagination concerned in the style and design and generation of my pieces. The flower motif represents universal magnificence which reinforces the information that anyone is stunning.
For the last 1.5 yrs, sustainability has been a buzzword in the fashion sector. What is your take on sustainable fashion?
For me, it’s some thing that is a aspect of my small business. It is not a new trend or a gimmick. I develop good high-quality products that can be applied for a long time. They are generated in a way that is fair to the environment and the folks who make them.
You introduced your brand 7 several years back and are effectively-known for ethnic creations. But not many Bollywood superstars are viewed wearing your creations. Has it been a aware conclusion to remain absent from the limelight and the market, in typical?
No, it certainly hasn’t been a conscious selection. To be honest, I’m much more heedful toward my purchasers and people who enjoy my creative imagination. It doesn’t make any difference if that individual belongs to the Bollywood sector or some other industry, I am joyful as extensive as persons take pleasure in my function.
How would you describe your style aesthetics?
Daring, timeless, eccentric and imperfectly excellent.
What has retained you intrigued in ethnic put on all these several years?
Saris are the biggest canvas in the entire world, and I use them to convey to my tales.
You typically make a assertion with your collections. How critical is manner when it arrives to ushering adjust — personalized as very well as societal?
Clothes make us really feel issues. They aid us portray a information, and can empower individuals if utilized correctly. They can explain to tales, affect individuals and assistance develop emotional connections.
How have you been coping with the pandemic, and due to the fact vogue is all about adapting to alterations, do you see any developments/fads getting born out of the pandemic?
I guess men and women will realise considerably less is far more. They will learn to recycle and upcycle.