The modern twist

Ethnic attire

A woman can reflect her true charm only when she is comfortable in what she is wearing’ — these words are something designer Namita Jaipuria believes in, whose forte is to create simple yet elegant Indian wear for women. She stepped in the fashion world in 2004 with her label ‘Krishnakriti’, which is based in the heritage city of Jaipur. And within no time, she climbed the ladder of success by carving her own niche in the field.

Namita specialises in embroidery works like ‘gota patti’, ‘aari taari’ and ‘zardozi’. “I always wanted to be a designer, and if not one, I would have been a homemaker,” she says. 

Her latest collection, she highlights, is an ode to the modern woman. With a perfect blend of traditional craftsmanship and contemporary ideas, she has managed to exhibit the rich and classy ‘gota’ work in an array of fabrics. “In my latest collection, I am working on giving the traditional art of ‘gota’ and ‘zardozi’ a modern edge to suit the needs of the modern-day woman,” says Namita.

Her collection speaks of the bright and enduring colours of Rajasthan and the rich fabrics from Banaras. With fabrics ranging from chiffon and georgette to khadi and handloom, she has looked into precise cuts and combinations teamed with her signature embroidery.

“My forte is the fabrics I use, especially the famed ‘banarasi’ brocade. I mix a lot of delicate chiffon and georgette to build soft and flowing silhouettes, and the embroidery is something I give great importance to.” Namita also has a keen eye for detail. For her, the most challenging thing about this line of work is staying relevant to customers. Coming up with new styles and reinventing colour combinations and keeping the creatives alive is what keeps her going everyday.

She says that with the international fashion events every year and annual fashion shows by designers across cities, the fashion scene in the country is growing everyday. “Since the last decade, the Indian fashion industry has moved from an embryonic stage to a blooming one and has become a driving force among Indian consumers,” says Namita.