DESIGNER SPOTLIGHT
I UNDERSTAND THAT YOU HAVE
DEVELOPED ABOUT 70 ODD STYLES
FOR THE COLLECTION. HOW MUCH
TIME DID IT TAKE AND WHAT WAS THE
PROCESS LIKE?
For each collection, the entire process—from
research to production—takes about a year.
The journey of creating Jugni was one filled with
excitement, heartaches, anger, joy, relief, and then
finally pleasure, when we saw people wear and
appreciate what we had created for them. Be it
research, design, production or showcase, each
step covers an entire spectrum of emotions.
YOUR MOST RECENT COLLECTION
‘JUGNI’
‘JUGN SEEMS TO BE AN ODE TO
THE STRONG AND EMPOWERED
WOMAN.
COULD YOU TELL US A
WOM
BIT A
ABOUT THAT?
Empowerment and strength are at
Emp
the c core of almost all the collections
that w
we design; it is not only limited to
Jugni. It just ta
takes various shapes and forms.
Empowerment is our primary belief; it is the
foundation of our thought process that shines
through differently in each collection.
62
I APPAREL I
December 2019
HOW DO YOU REFLECT THIS
PHILOSOPHY OF EMPOWERMENT IN
YOUR DAY-TO-DAY OPERATIONS?
I work with a team, a considerable part of which
is women. This philosophy seeps into our day-to-
day functions in many ways. I have observed that
the designing process helps my team to develop
self-confidence. I see people change; and thus,
I see change in their body language, the way in
which they communicate, and the way in which
they dress. During the beginning of Shades (of
India), we worked with a group of 200 women,
who earned their first living wage by learning
to embroider; and they took that spirit forward.
Another way in which we reflect this philosophy
is by offering them autonomy in decision-making,
encouraging ideas, and ensuring that we take
time out to hear out their opinions and thoughts.
I believe that the path to empowerment includes
free speech and support; and it has served
us well to work with these interesting people,
who have significantly helped us in making the
organisation what it is today.