‘In these trying times, we are styling our own lives to survive’
Says ace designer Ritu Beri, as she talks about the impact of the pandemic on the fashion industry and gives a peek into her 30-year-long eventful journey
For the past 21 years, celebrated fashion designer Ritu Beri has had no reason to look back except perhaps just to review her achievements. In 2000, Ritu became the Head of the French fashion house, Jean Louis Scherrer, and was in-charge of the design of their pret-a-porter collections. In the following next 10 years, she did remarkable work in the fashion industr y and was feted with the Chevalier des Arts et des Lettres (Knight of the Order of Arts and Letters) by the French government. In April 2016, she extended her oeuvre and added writing books — TheDesigns ofARestlessMind and TheFireOfARestlessMind — to her repertoire. Again, in an initiative that could be her way of saying thank you to the universe, Ritu started the Cue The Luxury League — a non-profit foundation that promotes and markets Indian luxe fashion, and has the ambition of branding India globally. In an interview with the CinemaJournal, she talks about her journey and the impact of the pandemic on the fashion industr y. Excerpts:
Tell us about journey, when did it all begin?
I realised I wanted to be a fashion designer when I was in college — during my graduation days at Lady Shri Ram College. Today, when I look back at my 30 years in the fashion world, I am amazed! Amazed at the dreams I dared to dream — intimidating dreams that were so unconventional, and seemingly impossible. It has been a meteoric rise.
My mentor ’s, François Lesage, invaluable lessons nurtured my creative eccentricities. He taught me that the only thing that matters is work done with passion.
What inspires you? Who is your muse? My muse is every woman who looks inside herself for inspiration. I can’t choose just one as my favourite. They are all gorgeous.
How has the pandemic affected the fashion industry?
It’s true that the pandemic has changed the face of fashion industr y in myriad ways. But not all industries related to fashion have slowed down as consumers have shif ted more to Pret. This has lead to a rise in sales of athleisure and lounge wear, which is an integral part of fashion. Online sales have become popular. So, we can’t really say that the whole fashion industry has slowed down.
What change have you witnessed in the lockdown?
Consumers are moving towards online purchases as well as online fashion shows. Online domination has been a major reason for the transition of the global fashion industr y. Campaigns to boost, promote young fashion designers and our craf tsmen have become mandatory. I personally feel this should be the order of the day. Being from the fashion fraternity of India, I believe designers should maintain their brand exclusivity. I believe designers who can balance short-term pain with long-term gain, will emerge the strongest.
How have your fashion choices changed over the past one year?
Since I am designing from home, I love to be around nature in my flowy and breezy outfits like kaftans, khadi tunics and also satin shirts. Two years ago, I don’t remember being at home for this long. My days were crazy — meetings, travelling all that. In fact, many have moved from style to comfort...from a tight, fitted pair of denims to yoga pants, from gowns to comfortable lounge wear and kaftans. My preferred outfit today would be a long chiffon kaftan.
Currently, which celebrities are you styling?
In these tr ying times, we are styling our own lives to survive. Ever yone is tr ying to find strength to stay positive during these times. But before the pandemic, I loved styling celebrities like Akshay Kumar, Farah Khan, journalist Rajat Sharma and several others. I used to style them in VicharVastra, which is a simple, easy-to-wear unisex kurta made with khadi that goes well with any pair of trousers or even a skirt.
Which celebrity according to you is the most experimental?
Sushmita Sen. I worked with her for the first time when she had just won the Miss India crown. She is lovely and very experimental. She knows how to elegantly seduce her audience.
How you describe your signature style? My signature style would be feminine and romantic with a twist of flamboyance.
What according to you are fashion no-nos?
Track pants worn outside the gym are a big no-no.