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Bright future A peek at her Brunch collection and below, Asmita

She recalls going to the Lakme India Fashion Week last year just to get a feel of things. “Incidentally, people were appreciative of what I was wearing. The Mumbai press hardly knows me and it was good to be recognised by them. That boosted my confidence. My collections from the boutique Aza has also been flying off the racks. I thought the time is right for me to enter fashion week.” Asmita is now working on her collection and abiding by the guidelines. Fashion week just got stringent after the infamous wardrobe malfunction episode. “The finish of the clothes has to be fantastic. If the organisers feel doubtful about your clothes, they will reject the outfit. Designers have to make 5 to 10 garments more than what is required,” says Asmita.

She’s mentally prepared, she declares: “I want to make an impact and not be a flash in the pan. And I am sure I will do it.” She won’t reveal much about her collection though. “It’s too early,” she laughs. Nevertheless, she says it will be women’s line this time. “My collections for men have loyal takers. But I’ll stick to women’s wear so that the attention is not divided. When you debut, you don’t get a solo show. Sharing space with another designer, you have to make a mark. I don’t want to have men as props amidst a women’s line.”

Ask her about remarks that the Mumbai fashion week is more about film personalities than fashion and she says, “Even the fashion week in Delhi has film stars as show stoppers. The right people wearing your clothes helps but ultimately, clothes speak for themselves.” Asmita, for instance, has been designing for Nagarjuna, Venkatesh, Mahesh Babu, Shriya, Anushka and others. “The kurtas I designed for Nag in Manmadhudu are popular even now. Someone came across these kurtas sold as Manmadhudu kurtas even in Ludhiana,” says Asmita, who recently designed for Nag in Krishna Arjun, Anushka in Swagatham, Mahesh Babu in Athadu and Pokiri and for Pawan Kalyan’s next film for a song sequence.

The Telugu film industry, which was once content having clothes designed by costumers, is now looking at up-to-the-minute trends. “Initially, some of them roped in designers from Mumbai for just the song sequences. Then they realised that it’s easier to coordinate with designers based in Hyderabad and get them to style the entire look for the film.” Her couture line is for creative satisfaction while films help to make an impact, she says. As of now, fashion week is her focus. “My collection will be wearable, classy, simple, understated and elegant,” she signs off. While she’s there, her friends from the city will be there to cheer her.

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