Fashion Talk
Prathyusha Garimella

Prathyusha Garimella

Fashion designer
Prathyusha Garimella

Hyderabad-based designer Prathyusha Garimella is known for blending contemporary silhouettes like capes and crop-tops with intricate details of zardorzi and gotta patti. She gives a twist to traditional indutvas or ethnicwear. Prathyusha Garimella opens up about trends in bridalwear.

Fibre2fashion : What is your inspiration for the Autumn/Winter collections this year?

Prathyusha Garimella:

I take cues from nature around me. The different patterns of leaves really fascinate me, so I have used a lot of leaf motifs with intricate hand embroidery detailing.

Fibre2fashion : What kind of silhouettes will we see trending this winter festive season?

Prathyusha Garimella:

Last winter was all about capes. This year there will be a lot of Indo-western fusionwear with contemporary interpretations of one shoulder, strapless and off-shoulder outfits.

Fibre2fashion : How do Indian consumers respond to shopping for bridalwear online?

Prathyusha Garimella:

The response to our e-commerce portals has been amazing. Most of our clientele is online. I receive a good chunk of orders online from international clientele and customers all over India. Our online presence has definitely helped expand my customer base and reach out to people that a brick and mortar retail presence does not allow.

Fibre2fashion : What are the trends for Indian bridalwear for 2016 winter in terms of colour, silhouette, fabric, detailing, and accessories?

Prathyusha Garimella:

People are moving towards simpler silhouettes, sublime pastel colours with bright colour accents. They are shying away from overt bling.

Fibre2fashion : What is the size of bridalwear in India? At what rate is it growing?

Prathyusha Garimella:

Nobody spends on weddings the way Indians do. I believe the bridal wear segment alone in India is growing rapidly with each year. I would say that for most designers, the bulk of their sales comes from the wedding apparel sector.

Fibre2fashion : What influences fashion in India the most?

Prathyusha Garimella:

Cinema is such an integral part of the Indian way of life. Film actors hold a huge influence over people’s fashion choices. At the same time, with exposure to social media, a lot of the young generation are aware of international trends and what works for them and are not afraid to interpret fashion trends on their own terms.

Fibre2fashion : Which fashion trends do you think are outdated?

Prathyusha Garimella:

I am not a big fan of overpowering floral prints. They have been around for way too long and it is time to move on.

Fibre2fashion : Which pieces from your bridalwear collection are the most sought after?

Prathyusha Garimella:

The pink cape gown from Winter/Festive 15, and white threadwork lehenga have been the hot sellers and have been worn by many celebrities. Our crop tops have also received a good response.

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