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Snö girl Sweta Mathur on the flexibility pop up shops afford and why her clothes may become a summer staple

Sweta Mathur, 29, a design student, launched  her western wear line for women, Snö, almost two years ago. A pret line, she has tops, dresses and scarves, and insists her clothes can easily transform from one occasion to another—a vacation, casual outing with friends, evening wear—with minimal maintenance and elegant lines. “Since my student days I wanted to design a brand for women with beautiful, elegant cuts and soft, rich fabric. For me richness in fabric is its colour, weave and feel. I mostly work with natural fibres,” she says. Her second collection is inspired by soft viscose rayon. “It has a lovely fall and is very comfortable to wear and is perfect for a hotter climate,” she continues.

Mathur believes that comfort is the most important thing in clothing  as , “in my experience, when clothes fit just right, there is an elegance in posture that emerges. This is the Snö lady—she is a person who is confident, simple, appreciates beauty, is elegant, fun and a traveller at heart,” says the designer from Bangalore who now calls Pondicherry her home. She believes in taking inspiration from everything—be it a flower, leaf, dance, photograph or a fish. “And that’s why Pondicherry is so good for me. There is inspiration at every corner, a picture to be taken, a story to be written about. Hence, I always carry a sketch book with me.

It has a beautiful mélange of culture and visitors from elsewhere, giving you a glimpse of their world,” explains Mathur, who came to Pondicherry six months ago. For the time being, Mathur prefers retailing from pop up shops as it gives her a chance to meet customers directly. “I’m in talks with retail stores in Pondicherry, Bangalore and Chennai. I will have a store soon in Pondy. However, one can always say  ‘hello’ on Facebook and order something from the collection,” she concludes.
Her dresses are priced from Rs. 890 onwards. Details: 7708273140, facebook.com/snoindia
— Mrinalini Sundar

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