The designer opens up about her inspirations, what’s exciting her about the Indian fashion scene, and more…
Jayanti Reddy knows a thing or two about striking the balance between traditional and contemporary aesthetics. The Hyderabad-based designer’s label has evolved over the years to encourage women to experiment and explore the rich world of Indian crafts and techniques through modern silhouettes and styles. This has made her one of the go-to designers for Indian brides for trousseau updates over the years.
The designer is all set to make her Hyundai India Couture Week debut with the iconic fashion show’s 17th edition this year and she is also going to showcase at the upcoming FDCI Manifest Wedding Weekend. Amidst her busy schedule, we managed to corner her for a quick chat on her eponymous label, her inspirations, bridal style and more. Here’s an excerpt from our conversation…
Manifest: How has the label evolved over the years, from when it was established to where it is now?
Jayanti Reddy: Since the brand’s inception, my creative journey has been a great learning curve. I created a niche by crafting designs for women who were looking for contemporary silhouettes realised in sustainable textiles. Over the years, my design process has evolved into creating more detail-oriented embroideries and of-the-moment bridal trousseau, which are now my bestsellers.
M: What inspires you to create every day?
JR: The fact that I’m a part of a bride’s most special day! More specifically, I draw inspiration from almost everything around me, be it art, nature, architecture and most importantly, our country’s rich culture and heritage.
M: What is something that’s making you feel excited about the Indian fashion landscape at the moment?
JR: Today’s well-travelled Indian consumer is aware of global trends and is willing to experiment. The new-age bride wants to blend traditions with contemporary styles and hence for a designer like me, it’s an exciting time to be part of the fashion ecosystem. For example, pair a hand-woven saree with a fitted corset for a sangeet night! It’s stylish. Embracing traditional embroidery styles reinterpreted on modern silhouettes is exciting and all the rage.
M: What are some shifts you’ve observed in bridal style in India over the past few years?
JR: Interestingly, brides are opting for comfort over customs. They’re moving away from just wearing reds/pinks on the wedding day and even showing a penchant for unexpected hues like ivory and purple. We’ve always extrapolated lighter fabrics and embroideries, which have a lot of repeat value and can be worn several times with a few styling tweaks.
M: What are some trends in wedding wear that you think will be prominent during the upcoming wedding season?
JR: Corsets, capes and bralettes are a rage, especially worn with lehenga skirts and saris. Moreover, pre-stitched sari gowns are enjoying their moment under the sun.
M: Can you give us a sneak peek into what we can expect from the label at the FDCI Manifest Wedding Weekend?
JR: This season, I’m showcasing my classics along with new silhouettes. Capes, jackets, corsets and lehengas with delicate pearls and zardozi! Also, there’s a whole section of Banarasi ensembles reimagined with a modern twist.
Jayanti Reddy is going to showcase at the FDCI Manifest Wedding Weekend. It’s an invite-only event which will be held at the Taj Palace, New Delhi, on August 3-4, 2024. For an invitation, register here or reach out at fmww@rpsg.in
Salva Mubarak is the Digital Editor of Manifest. In her free time, she likes to read murder mysteries, discover new KitKat flavours, and rank movie makeovers (not necessarily in that order). View Profile
