Ruchi Mehta's designs are refreshing and she has a clear notion of the direction her fashion label should proceed.
She wouldn't make a pitch for the two fashion weeks unless they are held to generate more business than as a theatrical production.
Fashion shows in India are held because sponsor companies want branding opportunity, she explains.
Mehta is not interested in retailing and has no readymade retail channels for her creation, instead she showcases her creations at trade fairs that gave her craft recognition.
Mehta, an NID graduate considers textile designing of prime importance with fashion being its logical extension.
Her creations comprise of ethnic prints, colours, original woven fabric and layering.
Her signature is, surface work that consists of quilting, appliqué, kantha, and other traditional texturing techniques. Another trademark of hers is the use of manipulated version of silk as a base fabric and her palette is always taupe, charcoal, dusty rose, grey, says Mehta.
Her work is sold from less than 200 stores in the UK through affordable retail chains, Jigsaw and Fenwick.
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