Jayanti Reddy on giving Banarasi weaves a modern touch

livemint.com:

kurtas, all highlighting zardozi embroidery and a contemporary take on the age-old Banarasi textiles. Reddy believes that any couture showcase merits a physical showcase as one wants to touch and feel the garment. “How a couture ensemble moves on the ramp and catches light… it's important to showcase how a couture piece can be styled in innumerable ways," says Reddy, who opened her third retail store, in Mumbai's Kala Ghoda, in December, after two stores in Delhi and Hyderabad.

"While digital campaigns and reels definitely generate online buzz, nothing compares to a physical showcase accompanied by good music and choreography." In an interview with Lounge, the designer talks about the couture collection and the art of giving Banarasi weaves a contemporary touch. Edited excerpts: I will be showcasing a few pre-stitched saris this season. As much as I love the traditional khada dupattas and woven saris, the pre-stitched saris are so easy to wear, pack and style.

They’re comfortable, lightweight and quick to wear. Ease and functionality have always been central to my design. My transition into groom's wear happened naturally, as most of my brides would request me to make a matching outfit for their fiancé.

I've observed that men definitely prefer subtle and subdued embroidery. Most of them gravitate towards clean threadwork and minimal techniques as opposed to something too ornate. There are capes, corsets, jackets and lehnga skirts that are apt for destination weddings since they are so popular now.