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Doing desi-boho like Aditi

(Photo:red formal dresses)

Much was made of Bollywood’s outing in New York last weekend, thanks to IIFA Awards updates on social media. But amidst risqué beaded gowns and crystal-encrusted Disney princess numbers, one actress stood out for her unconventional choice of colour — chartreuse. Aditi Rao Hydari had selected the floor-grazing Swapnil Shinde for its fuss-free silhouette, and to accessorise, a pair of boho chic Deepa Gurnani earrings. “People think of me as feminine and delicate, but deep inside me there’s a tomboy boho vibe,” she begins, ready to plunge back into work. Movie projects Padmavati (as Ranveer Singh’s wife) and Bhoomi (Sanjay Dutt’s daughter) are underway, but first, there is her glamorous turn as the face of Vogue Wedding Show, a well-attended gathering of top bridal designers, make-up experts and planners in August.

Petite and dewy-eyed, Hydari is the antithesis of Bollywood’s fashion plates, be it Sonam Kapoor or Deepika Padukone. You tend to associate her with body-skimming anarkalis, swing dresses and minimal make-up. But she has also inherited a love for handwoven fabrics — her mother, thumri singer, Vidya Rao, and her aunt and craft activist Laila Tyabji are known in Delhi for their enviable collections of handloom saris. Hydari was part of a memorable Gemfields campaign last year, featuring “responsibly sourced Mozambican rubies”, and in recent interviews, she has shared health and beauty rituals that involve raw milk for the face and a diet of coconut water and ghee. She reveals that she travels everywhere with a stick of sandalwood and a mortar and pestle.

So who better to talk luxury wedding trends, at a time when handcrafted and sustainability are gaining recognition in this industry? Hydari, who favours heavy jhumkas and braids, admits that her sartorial quirks include mismatched sari blouses and 70’s front knot blouses from her mother’s college days. She stocks up on vintage benarasi saris, mashru and shibori. And she credits her young stylist, Sanam Ratansi, for painstakingly building at least 200 looks and making it seem effortless. During last year’s promotions for Abhishek Kapoor’s Fitoor and Bejoy Nambiar’s Wazir, as well as Mani Ratnam’s Kaatru Veliyidai three months ago, Ratansi gave Hydari eclectic drapes, voluminous skirts and jhumkas, lending ‘a desi-boho vibe’ to each outfit. Brands ranged from Myoho and Sanjay Garg to Sabyasachi Mukherjee and Tarun Tahiliani; and jewellery, from Amrapali to Outhouse.

Ratansi loves that Hydari is open to most styles. “She can carry off ghagras with volume and overwhelming silhouettes beautifully, and strangely, big earrings work despite her delicate, small face,” says the stylist, who started out with Anaita Shroff Adajania. Other rule breakers? “Print on print, big prints, even a purple lip colour! But we show a little collarbone and neckline.” And if her client wanted something unexpected, say, for a sangeet?“I’d give Aditi a Payal Khandwala pantsuit in brocade, with a choker.”Read more at:cocktail dresses

04:44 Publié dans fashion | Lien permanent | Commentaires (0)


Multi-label store SocietyA offers a personal touch

The owner of popular e-commerce site SocietyA, Ms Pek Lay Peng, had no plans to open a physical store until she was approached by a mall landlord.

The 32-year-old gave the proposal, which was offered to her in February, some thought and decided to go for it.

The multi-label womenswear retailer opened a boutique at Ngee Ann City in March.

The cost of operating the brick- and-mortar store is not cheap, says the mother of one, but offers that much-needed "personal touch" which online stores cannot provide.

"Customers want that personal touch and engagement when they shop," she says, adding that shoppers do ask for styling help at the boutique. "Some like having a conversation with our staff about the brands we carry."

The physical store also attracts new customers. Ms Pek reckons that 60 per cent of the people who visit the boutique already know of their online site. The remaining 40 per cent are fresh faces likely to become more open to shopping online, she says.

There are other advantages.

"We get to put a face to our customers and get instant feedback, such as the styles they like and their sizing, which we can, in turn, feedback to the designers," she says.

SocietyA, which started online in 2014, stocks Asian fashion labels such as Jonathan Liang and Soulpot Studio.

"Assured of the sizing and fit, customers are more willing to part with their cash," says Ms Pek, who adds that business at the 1,100 sq ft store has been swift, with shoppers buying an average of three items a transaction.

While reception has been good, she says she will continue to focus on the site.

There are, for instance, plans to revamp it with a Live Chat feature, among other tweaks.

"Retail is no longer purely online or brick and mortar - you have to do what your customer wants."Read more at:bridesmaid dresses | evening dresses

04:04 Publié dans fashion | Lien permanent | Commentaires (0)


Made By Riley founder Riley Uggla

When Riley Uggla founded Made By Riley in 2015, her mission was to create a clothing label that both looked good and did good. Part of the profits from all sales of the brand’s premium loungewear goes back to the charities that help to create them. So far, the brand has worked with Human Rights Watch, Breakthrough Breast Cancer, Action Aid, Trekstock and the NSPCC. Drapers caught up with Uggla to hear about the realities of running the business, her passion for all things sustainable and the ever-increasing appetite for brands with more than money on their minds.

How did you come to set up Made By Riley?

I wanted to help make giving back a part of people’s day-to-day life, and show people that small actions really can make big differences. I have always had a really relaxed “off-duty” style, so starting a conscious and ethical loungewear brand to use as a vehicle for promoting giving back was a natural progression.

What’s your background? Do you have any fashion experience?

Before I set up Made By Riley, I was studying fashion business at Istituto Marangoni at its London campus in Shoreditch.

How does the business work?

Made By Riley partners with a variety of charities and collaborates on a T-shirt or sweatshirt design that features an uplifting slogan. A portion of all proceeds are then donated back to each charity. Beyond that, we hold charity events and use our social media presence to increase awareness for the charities and raise additional funds. The idea is to create a platform that promotes making giving back part of your daily life and promoting others to do the same. We want people to align their actions with their values.

What’s the best thing about your job?

Working with my team in London. We have amazing people working at Made By Riley. Everyone is fully engaged and behind the ethos of the brand. My business partner, Rayna Barasch, and I have an absolute blast working together. Having a partner in crime who sees the world the same way as I do is imperative and makes running this business so much fun.

What are some of the biggest challenges you face in day-to-day business?

Production. It is never as straightforward a process as you would like, but our factories are amazing – the quality is wonderful and everything is made ethically.

Why do you think brands with a social mission are becoming more popular?

I think people are tired of consuming for consuming’s sake. People want timeless pieces that are not beholden to the cyclical nature of fashion. And people want to give back, but are busy and sometimes just need to be shown: “Hey, here is an easy way to make a difference.”

How do you decide on the slogans on each T-shirt?

I work really closely with the charities. We spend a lot of time talking about their mission and then out of those conversations I create a slogan that is meaningful and appropriate to the charity, but remains subtle.

How would you describe your own style?

Conscious, relaxed, effortless and feel-good.

Who are some of the women that inspire you in your work?

Stella McCartney. She an incredible talent and visionary. She aligns her every action as a business woman with her core values as an individual and gives other people the opportunity to do the same. Looking at her business, there is such a strong ethos running through. I hope to create a brand in which my own values are at the core as well.

What’s been the highlight from Made by Riley to date?

Hosting our Trekcycle event in May ago for Trekstock, a young adult cancer support charity that we work with. We raised nearly £20,000 with a sponsored indoor cycle ride. Even more importantly, we raised a huge amount of social awareness for Trekstock. It makes what we are doing so tangible and easy for others to understand the ethos.Read more at:formal dresses brisbane | formal dresses

08:05 Publié dans fashion | Lien permanent | Commentaires (0)