Embroidery in India is magnificent!

London based designer, Dahlia Razook known for her luxury womenswear brand, offers stylish and fashion-forward pieces for the day until night. In an interview with Fibre2Fashion, the designer narrates her love for Indian embroidery and shares her experience of working with the most prominent fashion houses in the world such as Alexander McQueen, Agent Provocateur, and Marchesa.

Fibre2Fashion: Describe yourself and what are your hobbies?

Dahlia Razzrook:

I am passionate and ambitious about my work. I love to be adventurous and creative. My hobbies are traveling, charity work, music - playing the piano, running, and shopping, of course!

F2F: How would you illustrate your journey in the world of fashion?

DR:

I had a clear vision of how I wanted to go about becoming a fashion designer. I follow it exactly how I had imagined it to be. I am firm about my goals as I did not let anything, or anyone get in my way.

F2F: What have been your personal milestones over this decade?

DR:

Starting my brand is all I ever wanted, and I feel blessed to achieve it.

F2F: Describe your internship period?

DR:

My internships were the most exciting part of the beginning of my career. I was blessed to be able to work at some of the most important fashion houses in the world such as Alexander McQueen, Agent Provocateur, and Marchesa.

F2F: Shed some light about the UK fashion industry. What are the positives and negative aspects of it?

DR:

I believe that the UK fashion industry has a significant role as it holds some of the best emerging fashion designers. It is one of the largest fashion industries in the world and there are no negatives. I believe that fashion is the best in the UK.

F2F: What is the signature style or niche of your brand and who are your targeted audience?

DR:

We focus on a mix of workwear until the end of the night of the cocktail hour. Our collection consists of trousers, tops, dresses, cocktail dresses, and scarves. It is for the woman who is strong and isn't afraid to show her style with confidence.

F2F: How was your experience with London Fashion Week and what were the hurdles faced?

DR:

Everything was great this season! We have learned to adapt with the COVID-19 restrictions.

F2F: From where do you source the fabrics and fur for a collection?

DR:

Our fabrics are from England, and we are also Made in England.

F2F: What is that one trend or trends that you see on the runway today that can become a rage among fashionistas going forward?

DR:

Puffy sleeves!  Haha!  I love it but it won't last and will quickly go out of style as per my perspective!

F2F: What do you like about India and its fashion industry, why?

DR:

I absolutely love India. I wish that one day I can come and visit! India has extremely talented people within the fashion industry. Embroidery in India is magnificent!

F2F: What are your future plans for the label?

DR:

We are excited to announce that we are opening a new atelier next month and will be taking custom orders in London.