Designer Shriya Som has a loyal set of clients who like contemporary styles but with homage to India’s rich fashion tradition. The young designer, who has showcased her works in fashion shows and exhibitions across the country, talks about festival trends and what to pick for the upcoming wedding season.
Som: Both work for all festive occasions including weddings. Traditional textiles are intrinsic to our culture. Designer ensembles are expressions of both traditional and modern craftsmanship. Both can be incorporated into every wardrobe.
Q: For the upcoming wedding season what are the bridal trends?
Som: Fresh florals are a perennial trend for brides. New interpretations of florals in embroidery or print, tone on tone or in vibrant contrasts; juxtaposing western elements like draped blouses/jackets with skirts; contoured gowns or cocktail dresses with teased and textured fabric layers are popular this season.
Q: Social media is imperative if you want brand visibility, do you agree?
Som: Social media is undeniably an important medium of communication. It offers direct conversation and interaction with friends/followers/clients. It helps create a connection and therefore, generates essential and immediate feedback. Presenting a brand story on social media helps attract like-minded people and visibility is valuable because you are conversing directly with your core target audience.
Q: The symbiotic relationship between celebrities and designers, are both mutually dependent on each other?
Som: There are two critical factors that connect when designers and celebrities collaborate. The aspirational quality a celebrity endorsement brings. As role models, glamorous stars, talented icons, top models, they inspire a gamut of audiences and command a large following. Their validation of a brand naturally draws people to take notice. For a designer, it could offer the opportunity to explore and fashion a garment that taps into the personality of a celebrity, the freedom to create something individual and unique for the celebrity.