MY CLOTHES ARE TRADITIONAL CHIC: SAWAN GANDHI ON HIS EPONYMOUS INDIAN-WEAR LABEL - The Daily Guardian
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MY CLOTHES ARE TRADITIONAL CHIC: SAWAN GANDHI ON HIS EPONYMOUS INDIAN-WEAR LABEL

Some of the prominent personalities that have adorned Sawan Gandhi’s garments include Madhuri Dixit, Sara Ali Khan, and Kriti Kharbanda, among others. The Delhi-based designer tells us more about his brand.

Noor Anand Chawla

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September brings with it plenty of festivities and fun. No industry celebrates this time of the year better than the fashion industry, with designers launching their exclusive winter-festive collections. Delhi-based Sawan Gandhi, Creative Director and Founder of his eponymous Indian-wear label, also launched his collection ‘Taahir’ this week. In a candid chat with The Daily Guardian, he shares insight into his design journey and his new line. Excerpts:

Taahir by Sawan GandhiNayaab by Sawan Gandhi

Sawan Gandhi – Creative Director and Founder

Q. Tell us about your journey in this business so far. What makes you stand apart in this competitive industry?

A. Soon after college, I decided to pursue my interest in the creative field and stepped into the fashion industry. With no prior experience or knowledge, I started my own label in 2011 with a few creations which I shared with my relatives and friends. I was always intrigued by my mother’s collection of lightweight chikankari sarees and their understated elegance, which is where most of my design inspiration stems from. My first showroom was launched in 2013 in Hauz Khas Village, followed by my flagship store in Mehrauli which was inaugurated in 2017, and now we also retail on our website www.sawangandhi.com.

I term my signature style as consisting of ethereal ensembles, soft colour palettes, and intricate craftsmanship and I believe these components give my designs a distinctive flair. My creations offer a young perspective to Indian attire while relying on beautiful old-world elements. I draw inspiration from vintage styles and combine them with our signature chikankari embroidery and sequin work. Also, I ensure that our garments are wearable and light. 

Q. What does label Sawan Gandhi stand for as a brand? 

A. Our philosophy is to make every occasion unconventionally beautiful. We do this by using soothing colours that are sure to make the wearer stand out in a crowd. Each outfit is designed so that it can be styled in multiple ways, which also engenders a sustainable approach towards fashion choices. Ever since I started out, I have tried to consciously step away from the heavy looks adorned by brides and grooms by using traditional techniques and contemporary hues to elevate each creation.

I believe a loyal client base is the bedrock of any label and word of mouth has been our primary source of PR since the beginning. My clientele includes customers from across the country and our collections are showcased at multi-designer showrooms like Aza, Ogaan, Pernia’s Pop Up Shop, and Fuel. Along with this, our brand also has an international presence in London, Jakarta, Bangkok, Dubai, Canada, and Los Angeles. 

Q. Tell us about your latest collection? What techniques have you used for this collection? 

A. My latest collection ‘Taahir’ has been curated specially for the new age Indian wedding. Breaking traditional rules of Indian weddings, the collection highlights the radiance of festivities and celebrations through lightweight attire, soft palettes, and flowy drapes. The colour palette is in themes of ivory, beige, soft pinks, blues, and yellows. It’s a fusion of traditional with chic with interplay of light and shadow, structure and fluidity, volume and lightness, to create subtle drama. 

Our outfits make people feel confident in their own style and individuality. An array of alluring colours, appliqué motifs, subtle tonal embroidery highlighted with Swarovski crystals and hand-dyed beads used by our studio artisans, gives each outfit a reflection of bespoke elegance. 

Q. Many celebrities and eminent personalities have been spotted in your clothes. What do you believe attracts them to your work?

A. Some of the prominent personalities that have adorned Sawan Gandhi garments include Madhuri Dixit, Sara Ali Khan, and Kriti Kharbanda, amongst a few others. I believe they are most attracted to the light wearability our clothes offer that allow them to look and feel gorgeous. It has been great to witness the evolution of our brand in the fashion industry and it makes me feel really positive and excited. 

Q. What have been your biggest challenges in recent times? How have you overcome them?

A. Lockdown weddings are a recent trend and now the focus has shifted from big fat Indian weddings to small intimate weddings. Fortunately, the excitement and happiness of the occasion is the same even though there has been an indefinite halt to larger gatherings and festivities. These micro weddings take place in more relaxed environments and in turn need relaxed outfits in beautiful colours to complement the various functions. 

Q. What have been the most rewarding moments for you so far?

A. Watching my designs being recognised in the Indian fashion industry and witnessing my collections being received so well internationally fill me with tremendous happiness and contentment. 

Q. What are you working on next?

A. Currently, I am working on my next cocktail wear collection which we’re hoping to shoot by the end of this month. 

The interviewer pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.

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