Creativity needs nurturing, says Couturier Suneet Varma

One of India's foremost couturiers, Suneet Varma says being a fashion designer doesn't mean he has to participate in every fashion event, as he believes creativity needs a lot of nurturing. Apart from his own widely popular brand, Varma has multiple tie-ups with brands like BMW, Swarovski, Judith Leiber, arttd'inox and more.

"For me, even if we have fantastic tales to tell, brilliant reviews and best of shows in the country to offer, I will never be happy doing shows after shows. For me, my personal growth is more important than the commercial," Varma told in an interaction.

With a spurt in the number of fashion weeks and events, designers are often running from pillar to post trying to complete their lines within deadlines. But Varma prefers to do things at his own pace and in his own way.

"That can only happen when I do shows selectively, twice or thrice a year. Not when you want to do every fashion event -- whether it is bridal, couture, exhibition or trunk show. We are one person and creativity needs a lot of nurturing," he said.

Varma's brand exudes fantasy, sophistication and feminity for the woman of today. Associations with some of the strongest global brands make him a designer whose forte goes beyond a uni-dimensional profile.

The only international designer with Judith Leiber, the world's most renowned luxury brand for bejeweled handbags, he has garnered appreciation worldwide.

His signature bags are carried by the "Sex and the City" star Sarah Jessica Parker and Hollywood divas Mariah Carey and Jenifer Lopez. His designs are also very popular amongst the leading ladies of Bollywood like Aishwarya Rai Bachchan, Priyanka Chopra, Kangana Ranaut and Preity Zinta.

For the past decade, Varma has worked with international designers at Swarovski on clothing and interior projects. He is also associated with arttd'inox for a luxury home interior and table top accessories line.

Clearly, he has a busy schedule. "I like to divide my time very carefully. I have a lot of commitments with my brands. The reason they remain with me is because I do things well, and also I do it with great dedication.

Brands don't want to see any old rubbish and they don't want to repeat the line. "I like to do things on my own time, very nicely, politely and quietly," said Varma, who feels one needs to build respect in the market with one's work, and not demand it.

"There is mutual respect between us (brands and me) and that only comes through a certain amount of time. We have to build respect as nobody can demand that. We have to earn it."

The designer recently showcased a line of beautiful couture outfits through a fashion show at DLF Emporio in the capital. He said there is a huge shift in the Indian market for couture ensembles.

"I find that the bridal market is very specific. It's not necessarily seasonal, but couture is seasonal and people watch everything today, thanks to social media and that has made it become so huge," he said.