I let my spirit say whatever it needs to through the creative process

With a strong focus on Indian hand-printing and needlecraft techniques, the eponymous fashion label Anupamaa seeks to become a global voice for beautiful Indian handicrafts. The label’s vision is to become a leader in resortwear across many geographies including India. Designer Anupamaa Dayal joins Fibre2Fashion to chat about her brand and creative expression as well as give her take on print trends for 2023.

Fibre2Fashion: What drove you to launch your own brand?

Anupamaa Dayal:

I did not have an organised business plan regarding the launch as my mind was abuzz with creative ideas. I simply focused on creating the product—and the brand was born.

F2F: How would you describe the style and vibe of your collections?

AD:

Let me describe the woman I design for. The Anupamaa woman is a free-spirited brave-heart, who wishes to be free—in mind, body, and spirit—from sartorial diktats and social conventions. She shares a strong connection with nature, art, and culture.

F2F: What distinguishes your brand from other fashion brands in the market?

AD:

Anupamaa has often been described as unique, which is very close to the meaning of its name.

F2F: What inspires you to create such exceptional and versatile prints?

AD:

A strong urge to express myself spills over onto the textile I work on. I just let my spirit say whatever it needs to through the creative process.

F2F: Who is your target audience and which city/country is your biggest market?

AD:

I have never consciously selected markets but destinations near the sea all over the world are attracted to Anupamaa. The Mediterranean region across Spain, Italy, Greece, and more is our biggest market.

F2F: Which marketing strategies do you use to increase brand awareness and reach?

AD:

We don’t do much marketing. We have a small, intimate social media presence and our team tries to interact warmly with our audiences.

F2F: What is the importance of attending exhibitions, tradeshows, and runway shows, especially in India?

AD:

We have done many fashion weeks in India, and they have worked well for us. Our participation in many international trade shows have also had a beneficial impact on our brand.

F2F: What advice would you give to young designers looking to make it big in the fashion world?

AD:

I would simply say to them to be fearlessly ‘you’ as no one else can. Others can be better or worse than you, but only you can be you.

F2F: What will be the top five print trends for 2023, according to you?

AD:

I expect Madras checks, painterly florals, city people as motifs, multi stripes, and swirls to be the top five print trends for 2023.

F2F: What are your future plans for the brand?

AD:

I want to reinvigorate parts of the brand by applying my learnings from the past few years. Of course, I want to do this while keeping the essence of the brand intact.