Indian designer Roopa Pemmaraju, who now lives in Australia, fuses original artworks of renowned indigenous Australian artists, with ethically hand-woven Indian fabrics.
Fashion and fair trade define her label ‘Roopa Pemmaraju’ that was launched in 2011. “My designs are developed in collaboration with artists. Right from the initial concept to finished garments, I consult with them at every stage of the design process, to ensure they support the translation from painting to print placement. We work together as a team,” she says. Royalties from the sale of each garment are given back to the artists’ communities.
Define your style as a designer.
My sense of style is a reflection of life in Melbourne. It is about being relaxed and comfortable in your own skin. Also, it is a fusion of where I come from and where I am. I create ready-to-wear fashion that incorporates a contemporary fusion of art and fashion.
What was the toughest challenge for you while starting out in Australia as an outsider?
Moving from Bangalore to Australia in 2007 was an amazing experience, but it took a lot of grit and perseverance to stick it out. I was lucky that I did not find it difficult, despite the sense of style being so different from what I was used to. The move provided many useful insights into overseas markets, and prepared me for the launch of my label in 2011.
What is the “best of both worlds” advantage that you have as a designer?
India’s craft of hand-weaving, textiles, hand embroidery, dying process and printing techniques have been in use for many centuries. Australia also has an ancient history of aboriginal art. Victoria has some of the largest collections of this art. In fact, aboriginals actually live in the state. I understood the techniques and importance of bringing these together. I work with the best of skilled Indian artisans, who work out of a Bangalore-based atelier to produce beautiful pieces featuring bold, graphic artworks.
Do you find any similarities in the fashion industries of the two countries?
Fashion as an industry is competitive and thrives on the freshness of ideas. This is true of both countries.
How do you see yourself having evolved both as a designer and entrepreneur?
I now see things more holistically. I am not just a designer or an entrepreneur. I now think about our planet, our future and the impact of what I do on the environment. I am more conscious now of what I will leave behind.
