There are designers who live with the hope of making it to the final list of Lakme Fashion Week or Wills Lifestyle Fashion Week and never tire of applying repeatedly. City-based designer Sashikant Naidu would be among the few who got lucky in their first attempt. “I am actually not ready for the event,” says Sashikant, talking to us between organising photo shoots and finalising his collection.
He is ecstatic to be placed in the Emerging Designers category but underplays his emotions and says, “It's been more than eight years since I began designing. I was happy keeping to myself, designing clothes and happy that my clientele liked my work. Business, marketing and PR have been my weak points. I didn't like to be in the limelight and deal with expectations and the pressure of having to deliver.”
Barely ten days before the deadline for applications closed, he decided to take a chance. “First, I thought I'd apply for the next season. Then I changed my mind. Emerging Designers category is the most sought after. Buyers and the industry know the work of established designers and the Gen Next category has young designers, just of college, coming up with experimental work. Emerging Designers category is where people expect stable yet innovative work.”
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Sashikant's forte has always been wearable, ethnic, eco-friendly garments that use fabrics sourced from AP. The USP will hold true this time too. “We've been asked to design for resort-wear. I will blend in, but keep my focus on practical garments. The line will be ethnic and use hand-woven textiles sourced from our state. Chiffons, bling and embroidery with stones don't work for me. I prefer simple and striking clothes,” he says.
LFW begins on March 5 and his collections will be showcased on March 8.