Giving edge to old fashion with ‘I Don’t Care’ collection

Giving edge to old fashion with ‘I Don’t Care’ collection

By PREETI SINGH | | 20 February, 2016
Purvi Doshi with her showstopper Sonal Chauhan at the Lakme Fashion Week.

Purvi Doshi has been contributing in the revival of the traditional arts and crafts in India. She firmly believes in promoting the natural fabrics of India. Passionate about her work, Doshi often delves into the depths of Indian folk-art to bring out un-explored and little known crafts that are embedded in remote areas of the country. She has often used some intricate and forgotten motifs and patterns that are inspired straight from the folk arts of the country in general and that of her state, Gujarat in particular.

“Purvi Doshi” label created by her which inspires to combine traditional techniques with contemporary designs with modern ensembles. She loves to innovate and experiment with her designs and has created collections which blends Indian and western style. Her creations are not only aesthetically beautiful but suits people across all age groups.

Purvi Doshi has been regularly featured at many editions of Lakme Fashion Weeks and other popular shows in India and abroad.

In conversation with Guardian 20, she speaks about her new collection and how khadi is one of the most beautiful fabric to work on.

Q. Tell us about your “I DON’T CARE” collection that you have recently launched.

A. This soulful collection comprises sophisticated silhouettes, subtle colours, and poignant details. These colours are natural and designs reflect India’s rich traditional flair. My collection “I don’t care” is about for example, if my wonderful tunic doesn’t show the curve of my waist I don’t care about it but what I do care that it shows the culture of my country.”

In simple words, “I Don’t Care” is a collection to express my love towards the planet and the other living beings. Be safe, wear safe and Keep the world safe.

Q. You came up with “Khadi” outfits recently. What inspired you to use Khadi in your designs?

A. I have always been passionate for hand woven fabrics and khadi originated from Gujarat and that is the reason I always wanted to make something out of the fabric which represents my city. I had used khadi for the first time in 2012 in my Lakme fashion week collection called “chalval- The movement.”  The entire collection was based on western drapes and silhouettes and was inspired by the freedom movement. Since then, I have been using and promoting khadi. It is the most versatile fabric which can be worn in all the seasons and gives a lovely style to any silhouette.

My designs are reflection of “beautiful hands” of the craftsmen of our country. My garment is made with natural fibre, hand-woven fabric, natural dye and is embellished with beautiful hand embroideries from the villages of Gujarat. Hand embroideries have always been my passion and amalgamation of two cultures or mixing the Indian cuts with international cuts have always been by inspiration.

Q. Your line of designs comprises Indo-Western silhouettes and styles that highlight the recent trend of fashion fusion. Tell us something about it. 

A. Talking about this, as mentioned, I have been inspired by mixing of two silhouettes to get the entire new look and also to create new trend. My cuts are amalgamation of both Indian and International silhouettes which make them stand out and they also match up to the recent trends.

Q. You first showcased your designs at prestigious Lakme Fashion week in 2012 which is a big platform for designers. So, has your vision changed after that?

A. I got to meet a lot of designers and interacting with them definitely helped me in realising a lot of things like I found there is huge number of fashion followers and Indian art and crafts is hugely popular and it has a strength that can take the fashion industry to a different level all together. Also, it helped me to broader my vision and my goals to promote Indian art and crafts to an international level.

Q. You have also worked on “African prints and Kuttchi mirror” embroidery. Tell us what exactly is “African prints and Kuttchi mirror” embroidery?

A. It was for the first time that we launched Chhavi, the collection which is our own hand embroidered mirror embroideries. The collection was inspired from the “Aztec” body painting art of Africa. Aztec is a geometrical style of painting with which we could easily relate to when we were designing our mirror embroideries. The creations in Indian hand embroidered mirrors are reflections of the traditional hand-work of our very own craftsmen who are trying to keep this art alive. It is thus, also an effort to bring more awareness about these dying arts of India during these hugely popular fashion weeks.  So that it may also save them from extinction.

Q. What do you consider the most important facets of the fashion industry?

A. The most important facets of fashion industry would be the pollution created by fashion industry like water pollution, air pollution, land pollution, killing of living beings (like moth for silk) and many more things to just make fashion more beautiful and glamorous. These are very true facts and when coming across all these things, I decided to move towards complete sustainability. It was very difficult for us to move completely towards organic clothing and natural and medicinal dyes but we succeeded after a lot of struggles. We only use hand-woven cotton fabrics. We have completely stopped using silk and other mixing of fabrics. These fabrics are dyed in natural or medicinal dyes and then embellished with hand embroideries.

Q. When it comes to wardrobe collections, what is the major piece that all women should have in their wardrobe?

A.  An Indian hand woven and hand embroidered dress is a must for every woman to have in her wardrobe. Also, there is no specific style that everyone should have in their wardrobe.

Q. What do you think are the current and future trends in fashion?

A. One trend which is for sure going to be the future of fashion industry is “Eco Fashion” or “Sustainable fashion.” In Present, very few people are practicing this trend but in future this trend is going to rule the fashion industry for sure. 

Q. What is your take on the new generation of aspiring designers?

A. They are fast and creative but only one thing that lacks is very few of them can understand the strength of Indian art and craft. They believe in following western fashion than reviving the old art and traditions of India and also, its art and crafts.

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