We all know Fashion has no boundaries. With their creations, designers can reach out to millions world over. Promoting and showcasing your own country’s heritage is not something everyone gets to do. But our own cityite Shilpa Reddy does it with equal measure of penchant and aplomb. Shilpa has donned various roles over the course of her career whether being a renowned model, a socialite, a social-worker, a wife, a mother and last but not the least a designer. And whether managing her own designer label or winning Mrs. India in 2004, she does all her tasks with sheer honesty, passion and hard work. Today in Designer’s Diary, SOUL brings you a very candid chat with one of the leading fashion designers of our country whose sole purpose is promoting the Indian craftsmanship to the rest of the world through her designs.
Soul: You started your journey as a model, so tell us what the life of a model is like?
SR: Honestly I never intended on being a model. Let me start from the beginning. The whole idea right from my school days was to win beauty pageants and I did win all through my school, college and of course at the state level. The thirst for winning more pageants and testing myself was always there but my father was not a big fan of the glamour world and was ever more protective about me. So contesting in Miss India was not possible for me without him knowing and I did not really want to upset him. So I went to Canada to study Fashion Designing which was my other passion. I always believed in grooming and presenting women in the most beautiful form. But despite all of the happenings, I still had the burning desire of winning another pageant and the opportunity came to me after my marriage. My husband and his family were very supportive and completely backed me which lead to my participation in the Mrs. India 2004 competition. I was fortunate to have a family which was there with me through out, with immense support and love. After winning the pageant, modelling just happened. Offers and assignments started coming in and I accepted them. I never really hired anybody to find assignments for me. Modelling in a way worked as internship for me because whenever I used to model I would be more interested in knowing what was happening backstage. I would catch a glimpse of the fashion designers and was fortunate enough to wear their clothes, study their work, the embroidery done on them etc., so when I used to model my heart used to be more into the garments. Modelling after a certain time, i.e. when I had learned most of the fashion tricks and trades, becomes stagnant. It’s not very challenging after sometime. Though I completely believe it’s each to her own but for me it wasn’t very driving and being a creative person I had a thirst to learn more. So I finally launched my own label and I still model for my own collection. I live a very healthy lifestyle which consists of yoga, meditation and spirituality. I try to be vibrant, energetic, and attentive to my personal as well as professional life. It’s more of a lifestyle for me.
Soul: Do you think the modelling world has changed from the time you used to model?
SR: It has changed a lot. There are so many agencies sprouting out. International models are crowding in and they charge much less so the prices have gone down. Nowadays there are so many girls who aspire to be a model so the options and choices are in abundance. There are lot many fashion shows happening which results in lot of job opportunities. In Mumbai it seems every other girl you meet is either a model or working in television.
Soul: Would you agree that with family support one can really do well in any chosen field?
SR: Yes, without any doubt. Family is the foundation. Encouragement from family gives you confidence and boosts your morale. Upbringing plays a very vital role too in shaping up your personality. It blossoms you the right way. In a field like fashion or films the uncertainty is very high. One day you have so much work and then the next moment you have none. The peer pressure is so dominating that there are times when despite being surrounded you would feel very lonely. A strong family support and knowing that you have them by your side no matter what is the biggest gift anyone can ever ask for.
Soul: You launched your own label? What year was it in? Tell us something about it?
SR: I launched my label ‘Shilpa Reddy’ in the beginning of 2009. I didn’t go about very ambitiously in launching it. I took my own time and had my son soon after I started it. Now also, I don’t go about crazily chasing it. I do it at my own pace and time. It’s my family which comes first and then my profession and believe me, raising a next gen is not very easy. But as far as my label is concerned, I have gravitated towards arts, crafts, and eco-friendly Indian craftsmanship. I predominantly use more of Malkha, Ikat and Khadi Cotton which are made in India and are eco-friendly.
Soul: What’s your signature style, which we can find in all of your collections?
SR: My whole idea is to present Indian fabric in a very westernized way. I am trying to mend the gap with the youth today by creating something which is modern, stylish yet rooted in our traditions. Promoting Indian craftsmanship is my first priority. No other country has ever come up with so many weaves and fabrics the way we have. I want to educate people in understanding how lucky we are to come from a nation that has so much to offer. And now we also have dignitaries like Mr. Narendra Modi who is promoting Made in India on such a big platform with his own personal style as well as his ideologies. I believe every designer should showcase a show once a year completely dedicated to the Indian craftsmanship.
Soul: Which has been your own personal favorite amongst all of your collections?
SR: They are all my babies and it’s really difficult to pick the favorite. Each and every single piece is a creative idea transformed into reality. Though there may be one or two pieces where I may have put more time in creating them but by the end of the day all of them are my favorite.
Soul: Where did you showcase your recent collection?
SR: Last show was in New York on Hudson River with the backdrop of the beautiful New York City. The same week I showcased my collection in Lakme Fashion Week – March 2015.
Soul: How is your work received in other parts of India and Internationally especially your collection on ‘Malkha’ which is a famous Indian Art form?
SR: Internationally, Indian embroidery is something which makes people go crazy. I had people coming and touching the fabric as they had not seen something like this ever. Malkha looks very handmade and anything handmade is very much appreciated by them. They are in awe of such fabrics whereas we in India tend to be very indifferent as we have too many of them. The main usp of my creation is the material and the fact that the silhouettes are indo-western which means it’s a mix and best of both the worlds.
Soul: Are there any similarities between your creations and your own personal style?
SR: My work and creations are an expression of how I am and how I think. I am expressing myself on the clothes with their strong structured lines, comfort, wearability and functionality. Like when I make a ghagra for a bride, I want the bride to be able to move around freely in it. I don’t believe in weighing her down. She should be comfortable in such a grandiose outfit. So comfort and practicality is very huge in all of my creations.
Soul: Which other fashion designers do you look up to?
SR: I don’t look up to any designers but I admire them all. I appreciate the originality that a designer brings in his or her collection. The uniqueness and exclusivity that a designer has in him or her is something which I appreciate.
Soul: Tell us something about your upcoming collection?
SR: My upcoming collection will be of one solid color like forest green, burgundy, plum, navy blue or deep red. And the materials that I have used are Khadi Cotton and Malkha. The designs and cuts are indo-western and will be launched soon in about 10 days time on an upcoming website & the high-end boutique Angsutra (Hyderabad).
Soul: Any plans of designing baby clothes?
SR: Not baby but toddler clothes. We have a lot of custom orders for girls in the age group of 4-8 years old. So it’s more of indo-western for the girls and as far as boys are concerned we do Indian Formal wear like dhoti-kurta, jackets etc. for toddlers and above.
You can also log on to Shilpa’s website http://shilpareddystudio.com/
