Ridhi Mehra X Indya is a festive ’22 collection made up of pieces that are about easy glamour comprising saris, shararas, jumpsuits, kurtas and capes, in a range of hues. Ridhi took some questions from The Telegraph on the collaboration.
Indya and your sensibilities are somewhat similar. Did that make this collaboration a cakewalk?
It was a challenge when we started working in terms of deciding the price points, designs, infusing both brands’ creativity together but eventually things went very smooth once we had a clear vision of what we wanted to create for our people. So, it was a challenging path with beautiful end results.
The collection looks light and easy-breezy…
...With styles ranging from Indo-Western flowy drapes to Indo-Western shirt sets crafted to win hearts and turn heads.
It’s a lot of fun too with pop girlie hues...
...And a varied array of thread work including monochrome florals and ivory florals on alluring georgette.
What do you enjoy about collaborations?
There are always risks when you work on a new project but those risks are what keep you and your creativity alive. Such collaborations help us push our boundaries and plunge into our creativity. Collaborations are equal parts opportunity and challenges. They serve as a stimulus to us. With Indya it was a way to prove that we could do something refreshing and powerful for our people and that’s what I enjoy the most.
At Indya, we’ve always wanted to create a high street that hasn’t previously existed for Indian designer wear. The very foundation of the brand is to democratise fashion and introduce our audience to products and designers that may not be accessible to them otherwise. While each designer we collaborate with has a unique design language and strong signature, they all have a modern and fusion sensibility that we can incorporate into our own design DNA. The idea of new designer capsules every season is to offer our audience collections that are fresh, current, and in line with the season.
This Diwali, we wanted to serve our customers with a fashion aesthetic that is unlike anything we’ve done before. Ridhi’s designs while being traditional are extremely contemporary and stylised. She pushes the boundaries of ethnic wear by beautifully amalgamating Indian craftsmanship and Western aesthetics and that is just the sensibility we wanted to bring to the table for our fashion forward audience. The line sets the tone for the season with its flowy and feminine silhouettes, dreamy vintage details, glistening prints, striking embroideries and a potpourri of bright festive colours. The ensembles are crafted with a special focus on styling so that our customers don’t have to put much thought on putting a look together. All in all it’s the perfect line for a post-pandemic Diwali — Shivani Poddar, co-founder & CEO, Indya
It was a challenge when we started working in terms of deciding the price points, designs, infusing both brands’ creativity together but eventually things went very smooth once we had a clear vision — Ridhi Mehra