Ritu Beri, the ultimate show-stopper

She’s one Indian designer who can truly lay claim to the title — international designer. From 1990, when she first set her designs out on Indian runways, to date, where she heads Scherrer, Ritu Beri’s unfailingly remains the toast of an Indian fashion industry.
And as if putting her creative spin on fashion wasn’t enough, Ritu put her pen to paper, this time around to write what is touted as the most expensive book ever, Firefly — A fairytale, priced at a cool Rs1,00,000!

The fashionista also keeps herself busy with her various causes for charity. In this detailed interview with After Hrs, Ritu Beri talks about all things fashion and then some…

Q: Your participation at the Bangalore Fashion Week is a huge deal. What got you to give your final nod?
A: Firstly, I love Bangalore. And then it so happened that I was to be in the city the day of the show so it was actually an impulsive decision to say yes. I also like to support upcoming talent and anything/anyone doing good for the industry.

Q: What are you going to be showcasing at the show?
A: The collection is inspired by our rich culture and heritage. The line comprises of opulent and elaborate silhouettes. The spirit is intrinsically feminine, romantic but flamboyant. The collection is about rich, artistic handwork, modelled into contemporary silhouettes, with subtle details of embroidery to enhance the soft feminine appeal.

Q: Bangalore Fashion Week is in its 6th edition. As someone with an international perspective, what’s your take on city-specific fashion weeks happening in India? Do you think this is the right way to make India fashion forward?
A: I believe fashion is a new movement and it’s about reaching out to as many people as possible. I do think there is too much happening; I don’t believe in city wise fashion weeks but I do think with time, the best will stay whilst all the rest will be over and up. Having said that it’s about fashion reach and education.
 
Q: Having been in the industry for as long as you have, what are some of the developments in the Indian fashion scene that have excited you?
A: Fashion industry has undergone a tremendous metamorphosis, since I joined the industry back in 1990. Initially, fashion was more to do with ritual dressing like a wedding, festivals, etc.

Fashion was only a diversion for small elite, but now it’s more about being well dressed and trendy all the time. Now, people are conscious about what to wear. They want to look their best at all times, which is fantastic! Also, today our designers are constantly showcasing in various fashion capitals of the world. India’s fashion is spotted on the fashionable ramps of the world and is a huge source of inspiration, internationally.

Q: International fashion houses seem open to having Indian designers head them, today. What’s brought about this change in their mind set? Is it a better awareness of the country or is it just a telling comment on how talented Indian designers are?
A: History shows us that designers world wide have been inspired by India. From YSL to Lacroix and Gautier, designers have done a lot of work inspired by our rich culture and heritage. It’s natural then that India and its designers will therefore be noticed and celebrated. 

Q: What must Indian designers do today to get noticed and make a dent in the West?
A: The biggest challenge for any designer is to reach the proposed client, One should believe in what they do and follow their dreams. Indian designers are at a nascent stage as far as international market is concerned. Our designers are constantly showcasing in various fashion capitals of the world but for a designer to be taken seriously in the international market, he/she should be consistent and should prove themselves each time in showcasing their respective collections and be around each season.

Q: You have lived in Delhi and Paris, two cities that have very strong, very individual identities. How have they shaped your design sensibilities?
A: Paris and Delhi are two cities very close to my heart, I am deeply connected to the two. Paris is where style is inspired and fashion thrives. People on the streets also carry a unique look from the clothes that they wear; to the attitude that they carry. On the other hand, Delhi is now slowly coming of age. One gets to see a lot more trendy, chic dressers. Western clothes are also getting more and more popular with the younger generation.

Q: Being the head of Scherrer, you are at this unique position where you can set and change trends. As such, do you rewrite your own rules with every collection you come out with?
A: I follow my gut. It’s like a pulse, I feel strongly about doing a particular look/print/silhouette and suddenly do see a lot of that all over.

Q: At a glance, one would say, you’ve had it all and done it all. What’s the next big dream?
A: Today, I have come a full circle and know what I should do and more importantly what not to do. The past 20 years, I have chased my dreams and worked on ambitious projects. I have been lucky to experience the world of fashion in India and abroad. Today, I continue doing my usual work but I enjoy most doing challenging projects that are worth my time away from my beautiful daughter, Gia.

I am negotiating with certain international brands and hopefully interesting stuff will happen soon. I want to explore the impossibilities and work in an inspired mode only to satisfy myself and my passion. I dream of writing many inspirational books.

Today, more than anything else, I am deeply involved with a charity for children, The Blessed Hearts Foundation that works to improve and uplift the condition of the less fortunate children. It also works to raise funds for ‘Action for Autism’.