New fashion destination in Hyderabad

The Hyderabad-based eponymous label is marking its 10th anniversary this year. Taking inspiration from vintage styles and floral patterns, Reddy blends them beautifully with Zardozi embroidery with meticulous details and embellishments.

“The last decade in the fashion industry has been surreal. When I started my journey as a fashion editor many years ago, it gave me the opportunity to work and understand design and fabrics up close and my love for them grew. I started by designing ethnic designs. An ensemble for friends and family, gradually a passion project became a profession where I made traditional attire for tribal brides. Luckily for me, smart, modern brides also love pastel colors and florals that stand out in my work,” says Reddy.

Adds, “You will also see intricate zardozi works in my collection, which is something I took from my roots in Hyderabad. The city is often a shopping center in south India and many of my designs pay homage to my hometown. Now, a decade later, my relationship with the city is even stronger when we launch our flagship store here. My own store, in my own city, among other leading names, is the perfect way to celebrate. With that store, I’m also launching my first pret collection which includes Chikankari wear, resort wear and everyday luxury wear.”

(IANSlife can be reached at [email protected])

–IANS
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