Fashion is the most vibrant way to put your story

Recently, Indya—an India-based fusion wear brand founded by Shivani Poddar—collaborated with designer Ridhi Mehra to launch a special festive collection. In an Interview with Fibre2Fashion, designer Ridhi Mehra and Indya founder & CEO Shivani Poddar discuss their journey so far, Talks about their latest collaboration, and suggest a few wardrobe essentials.

Fibre2Fashion: What intrigued you two towards the fashion industry and motivated you to start your own brand?

Ridhi Mehra & Shivani Poddar:

Ridhi Mehra: I graduated from NIFT, Delhi. Prior to that, I earned a Business Management Degree from the University of Nottingham, United Kingdom. I was closely assisting my mother and aunt in their business. Although they were more inclined towards the business aspect of it, the creative element was of my interest. So, after completing the graduate programme in fashion studies from NIFT, I took a deep dive into fashion and established my own label.

 

F2F: How did the idea of collaboration between you two emerge?

RM&SP:

Ridhi Mehra - The prospect of collaborations has always interested me. Indya is a modern Indian wear brand that has successfully re-invented traditional Indian fashion by considering the evolving lifestyle and aesthetics of the new-age woman. Their design language and creative approach align beautifully with that of label Ridhi Mehra. So, when the opportunity to collaborate with Indya presented itself, it was a definite yes.

F2F: How would you define the aesthetic of your overall collection?

RM&SP:

Ridhi Mehra – The Ridhi Mehra X Indya collection, launched on September 15, is contemporary chic with traditional designs on modern silhouettes further adorned with delicate threadwork.

F2F: What inspired you to create such a colourful and versatile collection? What was on the mood board for this collaboration?

RM&SP:

Ridhi Mehra - Our intention was to keep the mood festive. To do justice to this, we’ve incorporated ample jewel tones, a variety of vibrant embroidery techniques, fresh prints and a lively colour palette.

F2F: What challenges did you encounter while highlighting your designs parallelly coping up with the vibe and aesthetics of Indya?

RM&SP:

Ridhi Mehra - The main challenge was to design a collection within a certain price point whilst keeping our aesthetics intact in each ensemble. In addition, infusing the delicate thread work into festive, light, and ready-to-wear styles, did pose a daunting task; but we persevered and got what we envisioned in the end.

F2F: What things were kept on priority while designing this collection?

RM&SP:

Ridhi Mehra - The priority was to unlock the potential of crafting a capsule that is outside the brand’s typical design ideas, without refreshingly compromising on the aesthetic essence and signature. It was our prime intent to incorporate the delicate thread works with a mix of fresh and signature styles and play around with a pop of new colours, without overdoing anything.

F2F: What are the signature elements/styles available in this collection that are true to the design philosophies of both Ridhi Mehra and Indya?

RM&SP:

Ridhi Mehra - It’s a powerhouse of a collaboration that brings to the contemporary women of India a thoughtfully refined fashion narrative worth donning and cherishing. The Ridhi Mehra X Indya collection carries a common intention at its core: to adorn a lovely lady with showstopping silhouettes that are affordable, functional and effortless.

F2F: According to you two, what are the five ethnic wear wardrobe essentials every man and woman should have in their wardrobe?

RM&SP:

Ridhi Mehra - For women, the festive essentials are:

F2F: What drives you to remain in the industry when there are so many new fashion brands coming into the picture?

RM&SP:

Ridhi Mehra - Every brand has a unique design narrative to offer and that’s what makes things interesting, especially when it comes to the fashion industry. Our passion to create along with capturing the essence of the various perspectives we’ve gained through time is the prime driving force behind what we do.

F2F: What do you want readers to take away from this interview?

RM&SP:

Ridhi Mehra - That fashion is a beautiful outlet of expression when used to its truest potential. It’s the most vibrant way to put your story out there, of your fearlessness, of your strength, of the fight that’s in you, of the kindness in you. So, the next time when you pick an ensemble, see your complete self in it, own it and flaunt it like the boss that you are.