I believe in subtle and comfortable clothing
Says Hyderabad-based fashion designer Nithya Reddy, who recently showcased her collection ‘Fiora Tales’ at India Fashion Week SS20. In a freewheeling chat, Nithya says she focuses on contemporary wear with an old-world charm…
Self-taught fashion designer Nithya Reddy's love for nature shows in her bespoke designs which she creates. Her eponymous fashion label 'Nithya Reddy' focuses on contemporary wear with an old-world charm.
The designer's abundant love for nature is seen in each bespoke and prêt wear pieces she crafts. To keep the creations fresh and inimitable, the label crafts the outfits with jute and handloom fabrics and incorporates embossed embroidery and motifs depicting nature. To show the magic of nature through her outfits.
"I started really small in the year 2012. Neither did I receive any formal training in the field of design and nor did start with a motive of showcasing my design.
It was my passion and inclination towards art, craft and design that has got me where I am today. I always wanted to do something which is not easily available in the market.
I believe in subtle and comfortable clothing and my signature statement has always been embossed embroidery. I have used colour kora, zardozi, natural plant fibre, and beads to convey intense love towards nature. This field has taught me a lot.
Each season I learn a lot of new things and I have also evolved as a person because of this," the young designer shares.
"I have showcased my creations in a lot of pop-up shows, and exhibitions and people hailed my work. That gave me a lot of encouragement to continue in this field," she adds.
The designer's latest collection — Fiora Tales was recently on display at the India Fashion Week (IFW) SS'20, and showcased outfits made of light breathable fabrics.
"I have used handlooms to implement sustainability. The collection is inspired by the Vintage French houses with beautiful floral wall art telling their own stories.
The 70's and 80's age, the culture, the crafts, the murals of that time are my main inspiration. The outfits are made breathable using light luxurious fabrics like jute, kora cotton, khadi with a touch of organza to give a sheer appearance.
The weaves are basic. We have incorporated a lot of different cuts and layering techniques to make such simple Indian rooted fabrics to give a rich vintage look.
Various embossed embroidery techniques, jute yarns and lace have been incorporated to add on. We have used bright pastel pink, yellow, ivories, etc as our colour palette," Nithya informs.
"As our speciality is embroidery and based on the theme we idealise, conceptualise, create patterns and make illustrations of our motifs. And then make the actual swatches of the same.
Then we work on the silhouettes, illustrations and get the drawings to reality. In my opinion, sustenance in any form is the new driver of innovation.
I have always been fond of handloom fabrics and feel that handlooms must be elevated to a global level from a design perspective.
My show was possible because of my craftsmen Nadeem, Niaz, Basheer, Rinku, Amjath, Moin and Maroof. Without their hard work and craftsmanship, I would have been very difficult. I would also like to thank my co-designer, Nandana Reddy," adds Nithya.
Nithya says that India Fashion Week was her first major show and it is very special to her. "I launched my brand in IFW. Right from scratch to the final day, it was a great and different experience for me altogether.
Apart from 'Fiora Tales', we have a lot of geometrical embellishments, printed long tunics, handloom sarees with my signature embroidery, ethnic blouses and skirts."
For Nithya, fashion is simplicity and elegance. She believes that sustainability in any form needs to be implemented. "Trends are important, as they help in creating different moods and designs for the seasons.
But I never let any current trend overpower my aesthetics. Experimenting with light and simple silhouettes with handcrafted embroidery give an elegant and chic look.
Layering is another technique to make your look different and on point," she concludes.