Creating a statement

Creating a statement
She worked with eminent fashion designer Rajesh Pratap Singh for a year before heading to New York for further studies. And before launching her own label in 2012, designer Urvashi Joneja worked with brands like Diesel, Timberland, Amy Butler, Ralph Lauren and Versace. Urvashi has never failed to amaze the crowd with her intricate and unconventional silhouettes. In a conversation with Surupasree Sarmmah, the ambitious designer talks about her most innovative design and other interests.

Tell us about your latest collection...
My latest line is called ‘Boundary’, which is the spring-summer collection. I have experimented with a lot of summer colours like hues of blue, orange, pink, yellow and grey and combined them with nude colours. There are a lot of cuts and patchwork, intricate graphic prints and block prints in the collection. For this collection, we have especially used an embroidery from Gujarat called ‘sada bharat’.

Why the name ‘Boundary’?
The spring-summer collection challenges and explores the visual play of elasticity and borders. It draws inspiration from the slinky installations of Tara Donovan and various deconstruction techniques have been used for cutting silhouettes and shapes around the body. This collection also explores the traditional block printing of Gujarat using vegetable dyes with fine wire-like designs.

Where does your forte lie?
Statement prints and the different drapes have to be my forte. I customise drapes that are ideal for the Indian body type, those that are flattering and have a contemporary silhouette fresh for every season. Bias cut, which is also a signature cut, is also my forte.

The most difficult fabric to work with...
Silk organza. It is a very tricky and delicate fabric, so it has to be handled with care.

One of your most innovative designs...
It was the graphic prints of the Autumn-Winter’14 collection which was called ‘Polaris’. The entire collection had interesting colourful lines done on a black and white base.

Any challenges that you have faced in the industry?
Time management in a fast- paced industry like ours is the biggest challenge that I have faced.

Five things you can’t live without...
My phone, lip balm,  a notepad or a drawing pad, water and music.

If not a designer...
I would have been a chef.

Other interests apart from fashion designing...
Cooking, travelling and spending time with pet animals.

What inspires your designs?
My travels and the environment I live in are the biggest inspirations. Apart from which, I get a lot of ideas and learn different things from my clients and stores we work with.

What does fashion mean to you?
Fashion is being comfortable and something that encompasses one’s lifestyle. It is not trend focussed anymore.

What are your future plans with your label?
I am working on expanding it internationally and even locally. Going online is next in my to-do list. In the long run, I also see myself catering to lifestyle products.  
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