Juhi Badiani studied fashion from Pearl Academy, Mumbai and started her eponymous label two years back. She gives us a sneak peek of her latest line ‘Etched’.

Can you elaborate the reason behind naming your latest collection ‘Etched’?

When I talk about ‘Etched’, it means leaving some kind of a mark. During summers, when it suddenly starts raining and you see a rainbow when it is least expected, it etches a beautiful image in your memory that stays forever. The mesmerising rainbow appears where there was nothing previously and makes it mark.

We wanted to imprint and put a mark on the fabrics by using printing and dyeing techniques and using hand embroidery.

(L) Pink batik-printed skirt and top set , (R) These monochrome outfits are basic but chic Sourced by the correspondent

Can you describe the outfits?

These are all Indo-Western outfits with free-flowing fabric. We have used organza and crepe. These garments do not have age-barriers or meant or any body type. It is very chic and you can wear it to your friend’s sangeet or a relative’s wedding. The draped saris that we make can be worn in an anniversary party. Basically festivewear with not much of heavy embroidery work.

We have used different techniques like floral batik printing on crepe, shibori dyeing on organza and hand embroidery to etch the fabric in our own way and leave the customer mesmerised. There is also printing.

If you had three words to describe your style what would it be?

My style is very minimalist but keeping something quirky in mind. Basically, nothing extra elaborate but some quirk factors which makes it trendy and out of the box. So the three words would be — minimalist, quirky and chic.

Where is your store located?

I have my workshop which is located in Sarat Bose Road. We function from there and people visit us. Other than that we put up exhibitions and supply to different multi-designer stores.