Interview: Designer Jayanti Reddy’s take on modern brides and traditional crafts

Fashion evolves at a rapid pace, especially in the realm of traditional wear, where new trends emerge every season. Last week, we celebrated India Couture Week, which showcased mesmerising lehengas, ethnic drapes, traditional fabrics, and intricate craftsmanship. These stunning displays are definitely going to set the tone for the next wave of ethnic fashion trends. Jayanti Reddy’s latest collection for Couture Week, ‘Evocative Nawabi Canvas,’ inspired by Hyderabad’s rich heritage showcases a stunning fusion of culture, colour, and couture. (Also read: Fashion trends 2024: From florals to cultural motifs, must-have saree prints to elevate your summer wardrobe )
Reddy reimagines Benarasi ensembles with a modern twist and introduces the beauty of Gota work for the first time. In the exclusive interview with HT Lifestyle, she shares insights into her creative process, the influence of Hyderabad’s cultural heritage, and her commitment to keeping traditional crafts relevant in contemporary fashion.
Jayanti Reddy’s India Couture Week collection is a cornucopia of culture and colour, couture and poetry. There’s something for every style sensibility- from capes and jackets to corsets and lehengas, along with delicate pearl, beads and Zardozi embroidery. Also, one of the key highpoints is a whole section of Benarasi ensembles reimagined with a modern twist.
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Besides the Nizami influences, the collection’s colours and textiles have also been inspired by my personal collection of heirlooms and antique textiles. The key JR silhouettes like the signature double draped sarees and the Khada dupatta inspired by the Nizami folklore take on singular silhouettes this season.
The age-old zari/zardosi technique has always informed our collection and in this couture showcase, we’ve attempted to reconcile our characteristic elegance with couture spirit. For the first time, I’ve also explored the beauty of the intricate Gota work infusing it with a touch of luxe.
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Today’s well-travelled Indian consumer is aware of the global trends and is willing to experiment. The new age bride wants to blend traditions with contemporary styles and hence for a designer like me, it’s an exciting time to be part of the fashion ecosystem.
The designer, for the first time, extrapolates the beauty of the intricate Gota work, infusing the handcrafted intricate work that never fails to provide a touch of luxury.
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The fusion of Western styles with traditional Indian wear opens up exciting opportunities. Our collection features capes, corsets, jackets, sari gowns, and lehenga skirts, complemented by our signature khada dupattas and double-border saris. Each piece, crafted with Banarasi textiles, antique motifs, and rich gota work, becomes a unique work of wearable art. Additionally, our menswear line includes reimagined classics like bandis, bandhgalas, sherwanis, and kurtas with a contemporary twist.