‘I’ve come into my own,’ reflects designer Asmita Marwa


Having won ‘Trendsetter in Fashion’ at the South Indian Fashion Awards 2018 in Chennai, Hyderabad-based sustainability savant Asmita Marwa is gearing up for a productive 2019

Asmita Marwa is in a good place. She’s just returned from Chennai where she won big at South Indian Fashion Awards 2018 after entrancing the city with a hue-rich runway show.

She’s no little lamb to style, after all, anyone who becomes acquainted with the fashion scene in Hyderabad has to mention Asmita’s eponymous label which launched in 2003. Before that, she’d been designing since the early 1990s.

“We had a ton of fun in Chennai. We usually have fittings the day before but they got postponed, which is just natural in this industry,” she laughs, adding that things eventually relaxed at the awards show. “I got to have the stunning Tamil and Telugu film actress Bindhu Madhavi as our show-stopper and she was quite game to go with our whole vibe which is very bohemian. She had on these fun sharara pants which she wanted to keep on through the evening. We had the models’ hair combed back neatly and used baby’s breath and roses for headbands as well as orange lip colours to accentuate the ensembles. In total, we showcased 18 garments on the runway, starting with off-whites and then progressing to pinks, navies and deep reds — colours with which my designs are associated.”

Does the designer look at the industry with optimism? Asmita, who’s an active member of the Fashion Design Council of India, responds, “You know, we have such incredible talent in the south. The problem with the industry and the country is that it’s too Mumbai or Delhi-centric. I’m glad we have platforms which recognise southern talent whether it’s fashion design, photography or makeup artistry.”

Asmita agrees that there are a lot of savvy and smart people who are really well put together here in the south as well — but there’s a little something missing in the collective consciousness.

“There’s only a small percentage of awareness about the environmental hazards and definitive consequences of the fashion industry. We need more eco-warriors on the forefront.”

She lets out a breath of frustration before continuing, “Fast fashion is just polluting the earth. There have been times where I’ve been guilty of picking up a pair of jeans which are a result of fast fashion, but one has to see ‘will it last for more than a couple of washes’ and so on. And don’t get me started on the wastefulness of wedding seasons where people invest in a single garment for ₹1 to ₹2 lakhs and never look at it again. What happened to the mindfulness there?”

‘I’ve come into my own,’ reflects designer Asmita Marwa

Her own style story

Her Instagram throughout the year kept us up to date with her travels through Europe and Burma, delineating that style is very much a part of the fabric of her designs.

“We designed a line of one-off jackets mindfully designed from different panels of upcycled fabrics. These jackets tell a story and when I was wearing them around Rome or wherever, I would get approached,” recalls the designer. She agrees they’re conversation pieces and says she’s made many friends around the world as a result. In fact, she says someone from Australia just ordered a jacket this week.

What does she have in mind for 2019? Being a purely creative soul, she’s on the lookout for someone who’s business-minded and can get her thinking more along the marketing lines.

“I feel this year I’ve really come into my own,” she reflects, “so next year is going to be big; my productivity is going to change. Of course, we have more jackets coming out: Kalamkari designs sporting a trench-length but in the style of a kimono. You guys will see them soon!”

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Printable version | Jan 18, 2020 11:35:34 AM |

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