Apparel November 2019 Apparel November 2019 issue | Page 59

DESIGNER SPOTLIGHT
done. She then decided to set up her own label.
Subsequently, Khyati started designing garments
with handloom fabrics, taking up styling and
writing stints alongside.
Upon realising the need for a strong textiles
base, she pursued a master’s in textile
design from National Institute of Design (NID),
Ahmedabad. During this time, she continued
working on her label.
As her final-year project that focused on
bridging the gap between e-commerce and the
craft sector through her brand, Khyati studied
weaver clusters in Gujarat and West Bengal. The
fieldwork brought her in touch with a community
in West Bengal, whose weaves were in sync with
her aesthetics; this was when she knew that she
had found what she was looking for, for her label.
DESIGN PHILOSOPHY
Khyati’s garments have easy, breezy silhouettes,
and they are primarily centred on comfort, making
the wearer feel one with the garment. It is this
very design sentiment that forms the essence of
her clothes.
“I enjoy designing loose, breezy clothes that
can be worn all day—for work or for brunch,
ones in which you can dress up for formal as
well as festive occassions. Another important
attribute of Itr is that garments are designed in
cross-sizes so people of various builts can wear
them, depending on their style and preference.
The idea is to create unbiased designs that blend
modern sensibilities with traditional silhouettes;
to create garments that are not bound by trends,
time, age, size or place; ones that create a
timeless wardrobe. I believe that Itr’s clothes have
a liberating feel to them. And they hug you back,”
Khyati beams.
“I BELIEVE THAT ITR’S
CLOTHES HAVE A
LIBERATING FEEL TO THEM.
AND THEY HUG YOU BACK.”
In addition, she also designs garments that
are more fitted to cater to a broader range of
customers. The said range features dresses,
kurtas, jackets, shirts, tunics, pants, and tops.
Given Khyati’s penchant for garments in white
and light colours, most collections predominantly
feature pieces in soft colours such as ochre, grey,
peach, and sage. Further, the fabrics are such
that the garment can be worn through years.
FABRIC IS THE CORE
To achieve the comfort factor in her garments,
Khyati pays a lot of emphasis on the fabric,
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