Like any other city girl, she grew up watching Hindi flicks and was as much interested in histrionics of actors as their costumes and dress style. Today, fashion designer Urvashi Joneja, who has created a new vocabulary with new interpretations of old classics with her swirl print wrap skirt or cutwork trouser or embroidered cape, counts herself lucky as actresses from the tinsel town like Sonam Kapoor, are extremely knowledgeable about clothes, Shilpa Shetty, Diana Penty, Dia Mirza vouch for her exquisite garments.
“I could not imagine in my wildest dreams that one day I would be making clothes for our movie stars. My first show was presented at Lakme Fashion Week in 2014 and from then on celebrities have been sourcing clothes from me. Everything has worked organically. Neha Dhupia was the first actress who bought a garment from me. Sonakshi Sinha, who has a flair for dressing and likes wearing comfortable clothes, wore my jacket for an event. Similarly, Shilpa Shetty wore a black gown designed by me,” says Urvashi, an alumnus of the National Institute of Fashion Technology in New Delhi, where she was awarded Best Practical Graduate Collection.
Urvashi Joneja
Urvashi takes inspiration from the geometry and architecture around her. “We have the fortune of living in a country with so many vibrant colours and a unique mix of modern and old architecture which gives our surroundings a very special feel. I love to take traditional drapes and garments and use their core techniques into modern silhouettes and evening wear. Most recently we had made a pleated and draped dhoti inspired pant with long tunic like top with a one side knotted drape.”
Urvashi’s unique selling point is her specialisation in the art of draping. “As a designer I do a lot of draping and fusion evening wear. I experiment with tops, pants and tunics. Drapes are combined with creative cutting techniques every season and we try to bring new shapes in our silhouettes. My thinking is Indian but I give my clothes a Westernised twist. And this can be seen from the mustard yellow draped top and black pant which Diana Penty wore for her appearance in Kapil Sharma’s show. It was traditional in spirit but Western in interpretation.”
On how the who’s who of the film industry are wearing her outfits, Urvashi says it has to do with the fact that she knows how to stay relevant and appropriate to today’s fast changing times. “I have to make my clothes innovative and modern. The cuts and silhouettes are very flowy as well as comfortable; while being unique. We introduce distinctively new prints and textures every season. So I bring freshness and newness to my clothes.”
And it is not to do with the fact that her clothes are sought after by actors from Bollywood. “Even non-film clientèle are aware of what is happening in the world of fashion and would only be satisfied if I match their expectations.”
Having spent a year working with veteran Rajesh Pratap Singh in India, Urvashi moved to New York where she learnt tricks of the trade in iconic brands like Versace, Diesel, Amy Butler. Her international exposure has translated into her cuts and designs .
“I draw inspiration from our cultural landscape. I do not follow international trends. These days most designers are drawing motivation from their roots,” she says on a parting note.
