Hyderabad on the ramp

Two young city designers, Anushree Reddy and Archana Rao, are all set to represent Hyderabad at the Lakme Fashion Week, 2013. They talk about their inspiration, the journey so far and the road ahead
She eats, sleeps and breathes fashion. An MBA graduate, 28-year-old Anushree Reddy began her fashion line two years ago. And unlike many South Indian families that stress on strong educational backdrop with a “stable job”, Anushree’s family gave her the freedom to pursue her creative instincts, in this case, fashion.“I come from a family that’s involved in real estate and politics. My parents sent me to the UK for an MBA degree and my husband gave me the freedom to pursue my dreams of being a designer. So, in those terms, it was pretty easy,” says Anushree. But it hasn’t been a cakewalk for the designer. She recalls, “I have absolutely no formal training in fashion designing. When I started out, I didn’t know how to deal with the kaarigars, didn’t know what the basic cuts were or how much material goes where. I took up designing as it interested me, and the job was more on a trial and error basis. I learnt everything on the job.”
And representing Hyderabad at the Fashion Week is no mean task, what with the young designer recently becoming mother to a baby boy. Accepting that a baby adds to the responsibilities, she says, “Being a designer is a round-the-clock job. Having a baby is a huge responsibility and managing your clients too is important. But at the end of the day, the feeling of doing what you love is satisfying.”
Talking about the fashion scenario in the city, the designer says that unlike other metros, Hyderabad is very open to experimenting when it comes to fashion. “Our city is more accepting and open to creative ideas.” Anushree, whose designs are popular in Delhi and Mumbai, recently had Madhuri Dixit sport one of her anarkalis at a dance reality show. Although her clientele is niche, expansion plans are in the pipeline.
Meanwhile, the designer plans to take a bit of Hyderabad to the Fashion Week. “It’s a vintage inspired collection from the Nizami era. There are Indian collections with a slight modern twist. Elaborate anarkalis and voluminous kurtis with heavy detailing. For instance, let’s say a silhouette requires six meters of fabric, I’ve used close to 25 meters. And you’ll find a pop of neon colours!”
A pucca Hyderabadi at heart, the designer is besotted at the riches the city has to offer in terms of style. “The bazaars of Charminar are like the gold mines of vintage fashion. I plan on showcasing Hyderbadi gota in my collection. The city has a rich reserve of raw materials and skilled manpower. It needs to be utilised effectively,” says Anushree.
A product of NIFT and Parsons School of Design, New York, Archana Rao loved fashion ever since she was a teenager. Talking about Hyderabad and fashion, the designer says, “The city has grown over time and does not hesitate when it comes to experimenting. There was a time when you hardly had any designer boutiques in the city. But today, the market is flooded with highend stores that cater to different clientele. Be it fusion wear, ethnic couture or contemporary fashion, there is something for everyone.”
Although the stakes are high in the national fashion circuit, the pressure does not get to the designer. “Personally, I believe the market is huge and there is space for everyone. If your designs are creative and quirky, you’ll find a clientele. But you have to put in a lot of effort and try and keep it different.”
The designer admits that there have been times when she was criticised for her constructive designing. “Many people tell me that my designs are not wearable. Hence, I make a conscious effort to make my clothes more ‘wearable’,” she quips.
In her second stint at the FW, the designer this time plans to keep her designs simple and minimalistic. “This year, the designs are inspired by vintage collections from all over the world. I’ve scanned through old photographs, paintings and furniture for this collection. I’ve made a conscious effort to get out of my comfort zone. The designs are more red-carpet friendly, but are subtle and aimed at young, working professionals. There will be one striking detail that will leave you impressed,” she says,before signing off.