Hyderabad-based Jayanti Reddy who has designed for Shilpa Shetty, talks about her new collection
Her new collection Life in Monochrome is structured, with ruffles and capes, along with tinges of gold embroidery amidst monochromes
It's whimsical, dramatic and metallic. Twenty-seven-year-old Jayanti Reddy’s eponymous label is inspired by elements of surprise, newness and re-imagining Indian-ness to create looks that are entirely modern. Her new collection Life in Monochrome is structured, with ruffles and capes, along with tinges of gold embroidery amidst monochromes, and her signature pieces include a brocade lehenga paired with a ruffled button down tie-up shirt and intricate Benarasi lehengas. The designer also opened her first studio named Jayanti Reddy Studio, in Hyderabad in June, this year.
This season, Jayanti is looking for inspiration from strong, bold women who have proved their mettle. “She is structured, yet fluid. And we take that to our silhouettes and embroideries where there’s some control, but some whimsy as well.” Jayanti bats for breathable and light fabric, but also loves drama with detailing and seamlessness. “There’s a sudden striking dash of gold embroidery in between those monochromes that compliments her inner glow, and a hint of sheen in the fabric that’s a natural extension of herself,” explains Jayanti. Black, white and gold remain the primary colour palette of the collection, and she has a workshop with over 60 people working in-house. With over 60 pieces on display, Jayanti’s collection will see sets as well as separates that can be teamed up easily with anything that you already own. At the launch of her new line in the city, the designer will also help with styling tips whilst decoding her silhouettes and fabrics.
Born and brought up in Hyderabad, the self-taught designer uses weaves like chanderi, organzas and pure silks. It wasn’t until she did her bachelors in Business administration and marketing in Ohio that Jayanti realised that she was cut out to do fashion. With a passion for clothes and colour, the designer launched her label in 2012 and since then has gone on to showcase at Lakmé Fashion Week 2016 with her collection Siaa, where she focussed on vintage weaves. This year at LFW Summer/Resort 2018, Jayanti Reddy ruled the ramp again with a resplendent looking Shilpa Shetty as the showstopper in a heavily embellished grey embroidered lehenga, and a crop top with matching ruffed dupatta, from her SS18 collection This One Summer. We ask her about how her style has evolved since her first show and she says that one of her major challenges earlier was defining “the DNA of my brand”. “My idea of fashion is that of a woman who is confident,” says Jayanti. “Fashion to me is an extension of one’s own intellect.”
Starting at `18,000.
From 11 am to 7 pm. At Collage.