The vegetarian look

Organic patterns

The vegetarian look

Inspiration is everywhere. And it is the Indian vegetable market that inspired Aartivijay Gupta, a designer, who has opened a new road to innovation with her  collection ‘Mandi’.

Apples, pears, broccoli, melons...she has given an organic touch to her designs using varied prints of fruits and vegetables and reinvented style, with ‘gamchas’ forming the key look of her collection. Hand-woven ‘jamdanis’, worsted wools, pashminas and mul have been used as the canvas fabric for the art work with muted dark biscuit browns, oxblood red, ochre, leaf green and beige forming the basic colour palette.

Says Aartivijay, “Mandi is inspired by the vegetable market right outside my studio in Mumbai. I always liked the whole chaos — the way the vendor arranges the vegetables like a piece of art and give a character to them. I treated vegetables as humans and shot their portraits and developed photo prints of them. The whole series is done in pure handwoven ‘jamdanis’, Chanderi silks and mul to create the organic, raw and earthy look.” ‘

Her designs are ‘wearable arts’ and the silhouettes are easy and comfortable. Not restricted to just one type of clothing, her collection has maxis, palazzos, easy work shirts, day wear casual skirts, ‘jamdani’ trench and pant suits.  She explains, “Our USP is to make art wearable. It is about taking something mundane out of an object and exploring it.”

Her designs are ‘pret easy-to-wear style statement pieces’ and she has dressed to perfection the known names of Bollywood including Athiya Shetty, Jacqueline Fernandes and Imran Khan. “I love Sonam Kapoor,” she says when asked about the muse in the industry.

She looks up to Sabyasachi Mukherjee when it comes to style and fashion and reminisces her journey to the glamour world and says, “In my childhood, I remember dressing my mom in a sari and match the accessories from the closet. I loved doing this and was in love with all her ‘chanderi’ silk and brocade saris. So, after school I enrolled myself in NIFT Mumbai and that's where it all began. I have never looked back since; NIFT makes you fall in love with the craft.”

Her inquisitiveness and reasoning to do things differently has remained as a constant source of inspiration and she says, “Why can’t we wear a pantone shirt or a miniature print kurta or a cabbage-tomato print sari?” A believer in trend and a trendsetter herself, she says, “I think fashion forecasts lead you in a certain direction which the world follows for the season. So it's a good way to start and plan the collection if you are targeting the international market, as you are in sync with rest of the world.” Sending out a message of ‘believe in yourself’ through her designs,  she describes her style to be ‘bold, fearless, comfortable, fun and easy’. Aartivijay Gupta’s designs will be showcased at the ‘Fuzone Lifestyle Exhibition’ in Taj Vivanta on October 19 and 20.

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