Vibrant, boho and sexy. AM by Arpita Mehta, an “all-season luxury wear”, is a gorgeous addition to the stable of Arpita Mehta. The beautiful designer takes The Telegraph through the brand ethos and chats with us on luxury in 2022 and more.
The collection looks absolutely gorgeous. Has it been on your mind for a while?
Oh yes, absolutely! We’ve been doing a couple of silhouettes since the past few years, like the cape set for five years, and the kaftan for two years. Every time we did these silhouettes, they were so easy to wear and they look luxury and at the same time, are at an affordable price. My muse is my mom and my family. I have experimented on them. Kaftan capes with pyjama pants and coord sets and they loved it. Every season with new prints, I had to make a round of outfits for my family. They wanted me to make something which they could wear every day, for lunches or dinners. They have tried everything... the kite pants, the frill top, palazzo pants....
We all keep needing new clothes all the time. I thought I might as well do a full extensive line with all these cuts and silhouettes. Also, a lot of people at our store keep asking us. We have our bridal and fusion. This is an all-season line. It’s a luxury because we have not compromised on the quality of the product. The embroidery detailing we have done stays the same. It’s just that we have added more silhouettes.
Why do you think the time is right for AM by Arpita Mehta? Did the pandemic have anything to do with it? Or, a natural progression?
I’d say it is a combination of both. It’s more like a brand extension and also the lockdown made us realise the need for such silhouettes on a daily basis. As humans we are pretty social and everyone wants to go out. This line caters to all age groups, from 20s to 70s.
Comfort must have been a major factor...
It’s comfort, durability. Good quality products last longer. They are not treating it as a one-time wear.
The styling is so chic...
Every time we style something, it is always an extension of what I love, but I don’t end up doing it myself. I would love to go out wearing these kinds of clothes with a headscarf and jewellery. This is a glam avatar of me that you see in the campaign. Jokes apart, the idea of presenting it in such a way is to show people that when you are doing a ready-to-wear line or an affordable line, it doesn’t have to be basic. It’s the most elevated and glamorous way of putting this line together... versatility. You can dress it up like this and pull it off with as much ease and look amazing. You can also tone it down and make it your own.
Tell us about the prints...
There are rug prints, brick print and marble print. The marble print is yes, a little more summery than the other two. The brick print is a little warmer with reds and mustards and the rug print is in cream and black. The idea is to create something that doesn’t define a season.
How would you define ‘luxury’ in 2022?
I feel at a personal level, freedom is a big form of luxury at this point... to be able to do what you want without thinking of the 10,000 restrictions that we’ve had in the past two years.
What are the pieces of luxury in your wardrobe?
For me, I have been a big lover of jewellery. I love jewellery, the value of it doesn’t matter. I have a minutely detailed long chain from my naani and a pair of heavy silver kadas are special. My most favourite maasi had given me one ruby and polki ring, a vintage ring so stunning and beautiful and I love it even more because she had given them to me.
So, a jewellery line, next?
I am dying to, but it needs a whole new set-up, but someday for sure.
What else is the brand planning to venture into?
I am planning to expand our stores. Right now we are in Bombay only.
And, you must share with us your beauty secret too!
(Laughs) I am a decently disciplined person. Thanks to my dad. When we were kids, he was like Hitler, making sure we woke up early and ate well and slept early. That time we used to curse him, but now realise that it’s a blessing. I get stressed but I don’t worry. That kind of really helps out. Jokes apart, I am blessed. My parents’ genes are good.