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Natural norm
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Ashish, Viral and Vikrant retrieve mashroo, a fading fabric
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Heritage clothing A model showcases an outfit
Ashish, Viral and Vikrant is the only trio to showcase its work at the upcoming Wills Lifestyle India Fashion Week. One-man ventures are the norm, though designer duos too share the limelight in the fashion industry. Even between partner designers,
the sphere of action is often clearly spelt out. But there are no definite territories for work for Ashish, Viral and Vikrant and designing becomes a collective effort.
“When we are dealing with too many people, we need a team,” says Ashish at a preview of their collection at Chakras in Hotel Samrat. Ashish and wife Viral have been in the fashion segment for a while and friend Vikrant joined them couple of years ago.
The trio is an exception not merely in terms of numbers. The Ahmedabad-based designers debuted at the WIFW ramp last season, garnered attention and signed on the dotted line with a Japanese buyer too. When others toe the international styles, the three unearth fabrics dying a slow death. Their Spring-Summer collection past September was a feast of the very Indian kalamkaris and chanderis. Autumn-Winter may well be the season of death, but the trio under their label Virtues, have decided to give new life to a wilting fabric – mashroo – at the WIFW.
Keeping with the tradition, the three designers continue to work with natural dyes and handlooms. “Of the 35 pieces on show, 50 per cent will be handloom and natural dye garments,” says Ashish. “We have focussed on heritage clothing. The mushroo is on the verge of extinction. The fabric is a combination of cotton and silk. It is silk on the top and cotton beneath. The silk gives it the sheen and cotton gives the comfort,” explains Ashish.
The designers will showcase their collection in the synthesis category at the WIFW. Vikrant explains though the team works on Indian textiles, the idea is to put ethnic traditions onto the mainstream. “The idea is fusion,” he says pointing towards the funky accessories that will go with the clothes.
Volume and layering dominates the dresses and sherwanis in muted colours of green, indigo, blue, rust and maroon and done in cotton, silk, muslin and others. “The collection has a girly feel. The stress is on fluidity and volume. But the embellishments are on the lighter side,” adds Ashish. The silhouettes are given a structure with intricate pleating and pin-tucking.
The young designers have managed to carve out a niche for themselves in the international market with their style. If after their first show, Japan’s Sun Motoyama placed an order for 46 pieces, they also began retailing from couple of fashion houses in Kuwait. The WIFW ramp show also broadened their base at the designer outlets within India.
“There is a lot of awareness about the organic and natural dye clothes in Japan and Europe,” says Ashish, who is hopeful of roping in new clients after their show in the GenNext category.
P. ANIMA
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