Thinking out of the Box

Swasti Kedia following her passion to innovate and taking inspiration from her mom’s collection, started her fashion label

Published: 17th March 2015 06:00 AM  |   Last Updated: 17th March 2015 12:56 AM   |  A+A-

With a unique fusion of swirling silhouettes and colour palettes, Swasti Kedia embarked on the journey of designing clothes in 2014 under the brand name ‘Atelier’.

One thing she keeps in mind while designing is never to compromise on the texture of cloth as she feels that is what she forms the base for every design and makes it look beautiful.

Thinking out.JPG“I never thought that I will come up with a fashion label, it was my mom who encouraged me and supported me all through,” says the NIFT graduate who believes in creating a design on her own and does not depend on other sources to update herself.

To understand the needs and demands of the industry, she decided to intern with renowned Indian designer Vikram Phadnis before starting this distinct fashion label. “Along with ready-to-wear garments, I also customise the garments according to customer’s requirement,” she adds.

The label personifies elegance and is multifarious in its appeal. “For me the comprehensive customer experience and their comfort comes second to none,” she says adding that her collection includes a mix of contemporary Indian and urban fashion.

Her encounter with designing was she saw her mother work on a piece of cloth and make it look beautiful. “I loved being creative since childhood. Starting from drawing, do-it-yourself art and craft, junk jewellery to designing accessories for a theme party, I did everything. But, seeing my mom design clothes inspired me the most to select this field,” Swasti says.

What started as a hobby, Soonm became her passion. Swasti draws inspiration from her mother’s vintage collection of clothes and also from everything around her that helps her think out of the box.

What’s trending?

The trend keeps changing every year but every decade leaves behind a particular style that makes the style memorable says Swasti. Though she has not styled a celebrity till now, she is looking forward to do so.

For summer, she thinks soft pastels and nature-inspired neutral shades are being preferred.

“It can go well along with colours like classic blue, strawberry ice, tangerine, neutrals to the aquamarine.

Plenty of 2014’s fashion trends will still be continued,” she opines.

She also informs us that flare pants, flowy silhouettes crop tops, long embroidered floor length jackets and fabrics like silks and sheer-chiffon with mirror work, sequins, applique work, resham embroidery and digital prints are back along with geometric patterns, tribal prints and illusionary prints.

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