You were one of the first minimal designers in India. You’ve always been so understated and so successful. What’s your success mantra?
We have never thought about being minimalistic. It is about being natural and I doubt we have a success mantra.
You’re doing the LFW finale this time and you also did a Wills Fashion Week finale which people still talk about. Do you think the drama and theatrics of a finale show takes the attention away from clothes?
Yes and no. When I did the Wills finale, the idea was to underline the theme of the show ‘us and them’, it was all about people who understand clothing and the others who are carried away by the superficial hype of it. I don’t think it went down to a lot of people. The idea was to draw a point of view to what extent and how low should be the communication. In that show, we had no showstoppers, we wanted it to keep it simple. LFW will be a different point of view.
Your collection comprising sheer layered creations was spectacular. Can you talk about your most fave collection so far which truly defines your aesthetic?
I think you are talking about our second show in Paris. Each collection if we have worked hard and with honesty is like having a baby. There a lot of favourites, can’t name any one in particular.
You have reinterpreted Rajasthan in a modern way like playing with ghoonghat and transforming it into a hoodie. Are these a result of images you soaked in while growing up?
Yes, that’s true.
Why did you agree to do LFW finale?
Because a friend asked me to do it.
Please comment on the Delhi-Mumbai fashion divide. How’s your Delhi customer different from Mumbai customer?
Our customers are same whether from Delhi, Mumbai or New York. It is somebody who is aware, confident and hopefully intelligent.
Your brand hasn’t really been seen much on the Red Carpet (besides editorial spreads in print magazines) and social media portals like Twitter and Instagram. How important are Bollywood stars and social media for your brand?
We are never dependent on celebrity endorsements to sell our clothes. In fact, we go out of our way not to mention the names of our clients to respect their privacy. People who like our clothes like them for what they are rather than some strange celebrity wearing it for some strange evening. Social Media is a new interesting phenomenon, it is definitely a mass communication but so far we haven’t done anything.
Tell us the experience of your show with Woolmark
Merino wool is an amazing fibre and I have loved using it in my collection. The partnership with The Woolmark Company is a challenging commitment and I am honoured to promote this unique natural fibre in my country and across the whole world through my work.