Shradha Murarka, Creative Director and Designer of Vizyon, believes in creating clothes that can make a statement and leave an everlasting impression. Her signature brands of western wear and resort wear that are known for its rich colour and precision cuts are integral to her aesthetics.
What got you into the fashion industry?
I have always been inclined towards fashion, art and creativity. Fashion has taken my fancy since I was young. So when I got the right opportunity, I launched my own brand ‘Vizyon’.
You established the label “Vizyon’ in the year 2006. What was the line of clothing you had in mind then?
When I started Vizyon, shopping for strictly western outfits was almost impossible abroad. Either the necklines were too plunging or the hemlines too rocketing or the fabric was not weather-friendly. And so I launched Vizyon to adapt western ensembles for the global Indian woman, crafting style statements rather than mere clothes. My vision was to present lots of style, exclusivity and very high quality.
Colour or cut, shape or silhouette, the idea from the start was immensely international. One quick glance and the latest trends come to the fore in a flash. True to forecasts, Vizyon’s collections feature the current craze, dresses, peplums, skirts, jumpsuits, tunics, cocktail gowns, etc.
Could you brief the evolution of designer wear in an ethnic city like Kolkata; the style switch from cotton saris to western wear?
Kolkata’s fashion quotient has evolved to a great extent in the past few years. Kolkata is fast making its mark on the fashion map. The style switch from cotton saris to western wear has happened, thanks to modern fashionistas who got lured to experimental and creative innovations in design.
What made you name the label ‘Vizyon’?
Vizyon means ‘vision’ in French. The brand is my vision of high end global fashion. It was my dream to have an international brand that assures high quality apparel.
Where do your designs get inspiration from?
My inspiration is anything that appeals to me, a style element that touches the heart and takes my fancy.
How do you have the classic and international fashion go hand-in-hand?
I believe the beauty of a woman lies in how one styles herself. Today, women are well traveled… Today’s woman identifies herself in every occasion, lifestyle and mood…So personal style definitely plays an important role here.
Your resort collection ‘Marine Rhapsody’ is a sea-inspired resort-wear collection, Could you share with us more about it?
Taking cues from the ocean – its colours, the ebb and flow of tides, I created this collection to reflect the ease, and languid sophistication of a summer spent by the sea. ‘Marine Rhapsody’ is a ready-to-wear- resort collection, made up of pieces like tunics, short dresses, dress shirts, kaftans, halter/cowl tops, skirts and sleeveless jackets in innovative cuts. The silhouettes are easy to wear, and can take you from day to night. From African motifs to zebra stripes, to feminine florals such as exuberant bougainvillea to bold prints, the collection is vibrant, fun and unique.
I believe it also serves as a day-to-night style wear; a perfect beach wear all day and a pub wear in the evening. ….
For this collection, we worked with fabrics such as vivid georgettes, soft and flowy crepes, satins and sheer organza to craft a fluid, relaxed vibe. Embellishments in gold, antique details, pearls and scattered embroidery lent it a touch of opulence. So you could easily wear pieces from this collection on holiday- to a brunch, to work, and then to a cocktail party.
Tell us more about the French laces and prints from Italy you work with. How do they enhance the overall look of Vizyon’s resort wear?
At Vizyon, we pay very close attention to details. Our fabrics are the focus. Spanish lace, French chiffon, cotton mesh, neoprene, net, light velvet, satin, faux furs etc are used individually or fused as layers in our collections. And we emphasis a lot on styling…nets combined cleverly with geometric prints, ribbon-work and delicate shaded lace.
Share your expertise on how to accessorize a resort wear……
One of the most stylish ways to accessorize any resort wear outfit is by wearing a hat. They are fashionable as well as functional. Using skinny belts help define your waistline, while low-slung belts disguise hips and midriffs. Hobos, totes and bucket style handbags are perfect for daytime excursions and also offer a convenient place to stash sun hats, sunglasses and sunscreen. For evening galas, adorn your outfit with a mini gold or silver evening clutch.
Opt for multi-coloured stones or beads that help you add to your tropical look. Shoes should always be comfortable. Embellished and adorned flip- flops and thongs, with or with heels, or ballerina flats are great daytime looks. Kitten heel slides and strappy sandals are the perfect companions for hours of dancing under moonlit skies or late night intimate dinners. Lastly, do not use all the above accessories together on any outfit.
While the resort wear industry is still carving a niche for itself in the fashion market, how far do you think the Indian resort wear can meet the Western standards?
The world over, resort wear has grown as an independent industry with international labels such as Chanel, Gucci, Prada and Dolce and Gabbana bringing forward the best of their designs.
Indian fashion is constantly evolving and we are seeing many interesting advances, right from the revival of Indian textiles to the reinvention of bridal wear from over the top pieces of yesterday to today’s contemporary creations. And now, we are witnessing the emergence of resort wear.
With young promising designers of our country, I am happy to say that we are quite at par with the western standards of the resort wear industry. Creativity at its best with exquisite designs is displayed in swimwear, resort wear and luxury lounge-wear in some of the most coveted designer collections of the country.
Many Indian designers are showcasing their creativity in this arena, as resort wear designers have often been overlooked in the past.
How bold are Indian women for resort wear?
With the steady change in people’s lifestyle, most urban and semi-urban women are no longer confined to salwar-kameezes. They have altered their perception and have turn out to be independent and bold. Many women shy away from fashionable clothing fearing their plus size appearance, but the plus point with resort wear in contrast to a fitted sheath dress is its design destined to hide flabs. So who knows, it may take some time, but resort wear might just turn out to be the new salwar-kameez for the woman of India.
Do you design for both men and women?
I only design for women.
Where can we bag ‘Vizyon’ label apparel?
Vizyon is housed at 23A Ballygunge Place in Kolkata. Besides, the pieces are also available at the Peepul Showroom in Mumbai. Vizyon takes part in a lot of exhibitions that help us reach our target audience across the country. We are also looking at developing e-commerce and should be available online soon.
Upcoming collections…..
We have just launched Vizyon’s Spring/Summer’14 collection with neoprene fabrics and solid colours. Featuring neoprene fabric, this collection showcases the many ways to reinvent this new textile, which exudes sensuality and femininity for the woman of today. Creating structured silhouettes with this fabric, the collection includes dresses, skater skirts, peplum tops and easy jackets in a myriad of vibrant colours that maintain classic shapes. With an essence of modernity and fun, vibrant colours and prints, this collection includes fashion forward styles and staple separates to ensure sartorial elegance for the Vizyon woman!
Quickies
When does a passion-driven designer reach exhaustion?
Being very passionate about designing, I am constantly learning and getting inspired by people, cultures, and works of art by other talented people. Of course, there are highs and occasional toned down moods, but I believe one should relentlessly be inspired to keep their passion alive.
Celebs who have flaunted your apparels…..
Madhuri Dixit, Kareena Kapoor, Karishma Kapoor, Priyanka Chopra, Kajol, Frieda Pinto, Lisa Haydon, Raveena Tandon, Neha Dhupia, Malaika Arora Khan, Evelyn Sharma….
Ramps you’ve walked…..
Lakme Fashion Week
1) How often do you spend time in revamping your wardrobe?
My personal style is reflected through Vizyon and I enjoy wearing the classic pieces from it.
2) Your favourite cuisine…
Thai and Japanese
3) A travel destination that contributed a lot to your profession……
France!
4) A gadget you can’t have your hands off…..
Definitely my iphone!