For any aspiring designer, this is the best time to explore new techniques and go for ‘out of the box’ designs. The fashion industry has been evolving and has embraced a lot of new experiments which has changed the world of Indian fashion. Gone are the days when high-end designer clothes were only meant for celebs. Today, top designers are willing to design and create outfits which appeal directly to the masses and go easy on the pocket.
Designer Aditi Somani is one such designer who has broken the barrier and has innovated designs which is exquisite and deep-rooted. Married into a Marwari designer family, this is when she realized that there is a budding designer hidden in herself which wanted to come out of the closet. “My foray into the fashion world came naturally to me after my marriage into a Marwari designer family. I equipped myself professionally and then launched the Amaya Collection, which featured western and fusion wear. The line had a well-defined ethnic trousseau flavour that appealed to the next generation,” Somani tells Guardian 20.
In each of Somani’s designs, Marwari culture has been beautifully embedded. Speaking on the Marwari influence in her collections, Somani says, “The Marwari culture and tradition is very close to my roots. Marwaris are deeply embedded in culture and traditions and I love the grandeur of the way occasions are celebrated. Every event is colour specific such as how Teej festival relates to the colour green, childbirth to yellow, and reds and oranges to marriages. These traditions and values have definitely influenced my designs and me.”
“While my approach may steer to a more classic contemporary approach, I always make sure I subtly highlight my roots and my culture in my designs. This is the beauty of doing something that you love. You get to create something that is not only just beautiful and visually appealing, but also reflects where you come from,” she adds.
As a designer, for Somani, every experience and encounter with things that stand apart in elegance reaches the innermost recesses of her soul and that triggers a reaction; culminating in the creation of an exquisite design or collection.
Designing an outfit is also not an easy task. There is a lot of thought process that goes in designing each and every outfit. Somani says, “Through my eponymous label, I aspire to create designs that are simple, understated yet unique, that are elegant and wearable. Each piece should have a persona of its own and should also showcase the silhouette, colours and textile in all its glory. I believe that creativity and appreciation for beauty is not a mere profession.”
For Somani, this year has been a fantastic one. Her latest collection, “Noor”, was launched in the capital recently that endeavored to create designs that encapsulate subtle hints of sensuality and modernism. It showcases a contemporary cut construct imbued with traditional embroidery. She says, “To sum up this year, it was truly a delightful one and I feel that I have not only grown as a designer, but also as a person. Following these milestone developments, I aim to constantly create, reinvent and evolve as a designer. I designed “Noor” for a modern new-age woman with a distinct eye for detail and quality.
This collection breaks out of the commonalities and uses a classic contemporary approach. Each piece is carefully crafted with unique silhouettes, motifs, and a colour palette with stately tones of Black, Maroon, Red, Gold and Blue. The collection unfolds fine intricacies of the Indian heritage while efficaciously unifying traditional elements with contemporary silhouettes.”
As the year draws to an end, Somani speaks about the designs and techniques that trended in 2016. She says, “The fashion scenario has definitely taken a detour from what it normally has been in the past few years. Many designers, big or small, are in a race to create something new and something different. It is a tough market. 2016 was the year of creativity and innovation.”
She also adds, “There has been an evident shift from capes, dhotis, frills and uneven hemlines to straighter and much cleaner cuts. There has been a transition from less more to more subtle richness. This is also the case in terms of accessories. People are definitely opting for minimal yet bold jewellery pieces.”
What are the new designs that she is expecting in 2017, to which Somani says, “2017 will definitely be the year of the ‘Less is more’ concept. The emerging trends include minimalistic ensembles, solid colours, a lot of sleeve details and designs that are fuss-free and easy fits. I definitely foresee trends that follow this concept while staying true to the Indian culture roots.”