EJ is now officially an extension of Eshaani Jayaswal. A story of Eshaani growing wings and soaring to discover newer pastures with her luxury pret label. Eshaani chose her initials to make a new beginning that would bear the same stamp of Eshaani’s feminine elegance that has been her strength for over a decade, and offering “many expressions of personal style”. “The idea of creating a luxury pret line was to cater to a larger audience for other special occasions. I have been noticing that, at least with my label, people come in to buy clothes for wedding occasions. As a designer I feel I have more to offer,” Eshaani tells t2.
The first edit is called ‘Black’ that essentially packs in monochromes with a smattering of blue. A collection of easy separates, the aesthetics are casual chic and can take you from brunch to romantic candlelight dinners. Drawing from the versatility of black, Eshaani says there are pieces to complement each personality. “I don’t believe in mass-producing garments. For me craftsmanship is of utmost importance. Luxury pret collections offer unique and limited-edition pieces, ensuring a sense of individuality and rarity. These garments have been crafted with precision and skill, using the finest fabrics, embellishments, and techniques. Each piece exudes a sense of artistry that is hard to replicate in mass-produced fashion,” says Eshaani.
For Eshaani, the colour palette goes beyond just fashion, too. “Colour has the power to evoke every type of feeling. From femininity and masculinity to emotions and cravings. Creating harmonious colour schemes and successfully implementing them in design can be quite a challenge. This collection is inspired from the Oriental culture which has entirely built its history around colours and their meanings. It carries an even deeper resonance with people than simply a fashion trend. They represent elements like luck, health, and even life,” she says.
For the shoot, she chose a bunch of women entrepreneurs, with her mother Nutan Jayaswal putting in a special appearance. Her muse is the “modern-day woman”. And they complement the label’s dialogue in versatility. “The idea was to create a versatile lookbook with high-quality garments that can be worn on different occasions,” adds Eshaani.
Eshaani Jayaswal Couture Couture and EJ by Eshaani Jayaswal have the same spirit but are slightly different in temperament. “Eshaani Jayaswal Couture for me brings about a sense of playfulness and glamour. I love the theatre of wearing something whimsical. The idea behind this brand is to evoke a soft, fairytale and ethereal feel. EJ by Eshaani Jayaswal has mindfully crafted pieces that are glamorous, versatile and comfortable,” she explains.
Luxury pret has been the buzzword in Indian fashion of late, gaining momentum especially in the wake of the pandemic, with several design biggies dipping their toes into this segment. “Luxury goes beyond price tag. It’s about how the ensemble makes you feel and most importantly, the personal significance it has for you. Luxury pret is the perfect balance between the economy of ready-to-wear and the prestige of couture,” says Eshaani.
Looking back, she feels, “custom-made ensembles, colour play and a unique use of applique” have been her strengths. All of which you get to see in EJ too. Going ahead, she wants to get into streetwear and red carpet gowns too.
With change as the only constant, Eshaani too has a little note for herself. “I want to travel more with my creations,” she smiles.
Hair, makeup and creative direction: Prasenjit Biswas and team and Mousami Chhetri