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Namrata Joshipura's Ethnic Chic

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Indian Fashion Designer Namrata Joshipura's Ethnic Chic
Namrata Joshipura's Ethnic Chic
05 th Nov 2013
Her Spring-Summer 2014 collection "The Wanderer", which was unveiled at the Wills Lifestyle India Fashion Week on October 11, was sporty, sophisticated and undoubtedly sexy. The travel-inspired collection showcased chic jumpsuits, skirts, shorts and jackets in Joshipura's trademark textured embroideries and sleek silhouettes.
Now, the Delhi designer, known primarily for her contemporary western wear, has launched her first Indian collection. Even as we try to wrap our heads around this sportswear-to-sari transition, Joshipura tells it was a long time coming. 'My philosophy is to churn out new designs every two-three months to keep buyers coming back for more. So, apart from seasonal collections, we also do bridge collections and showcase around 40 new styles each time. Consequently, even though I wanted to work on an Indian wear collection, it wasn't coming together. This year we finally decided to go all out', she says.
'This is essentially Indian festive wear, so it doesn't have the leaner silhouette that we are generally associated with. We do have the kalidars with 20-metre fabric', she says. What she has attempted to do though is to keep her brand sensibility alive in the treatment, embroidery and embellishment. So where Joshipura's western wear line generally shows a fondness for geometric and floral adornments, the traditional collection sees enlarged flowers used as placement embroidery. Her limited edition line of saris is in free-flowing georgettes, and Joshipura cleverly teams an embroidered top from her Autumn-Winter 2013 collection 'Wings of Desire' as a blouse with a plain sequin-edged sari.
'I love traditional woven saris, but that doesn't come naturally to me as a designer, so I decided to take forward what we were already working with', she says. The colours are varied — from Joshipura's favourite black to bright melons, deep emeralds, cheery oranges and fiery reds. 'In keeping with the Indian festive spirit, it's a bright and happy collection', she says.

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