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 Designer Divya Reddy gives ethnic couture a D-I-Y spin for the ongoing wedding season

WHEN it comes to desi couture, the blouse is of prime focus and giving it a life of its own is city-designer Divya Reddy with her Fall/Winter collection titled Urban Quaint. It is now available at Elahe, Banjara Hills and set to be the staple for the wedding season.

Embroidery on skin
At a recent showcase of Lakme Fashion Week (LFW) collections by renowned designers at Elahe, Sonal Chauhan wore Divya’s designer peach and green, heavily embellished lehenga and looked every inch like a Nizami princess. One cannot help but notice that the blouse with a combination of sheer and intricate embroidery looked almost as if the work had been done on the skin. “This collection may have an ethnic tone, but it has a fun and has a do-it-yourself element to it. My patrons will have the freedom to mix and match. For instance, you can pick up the lehenga of one set and wear it with a well-cut and edgy blouse from another,” informs the Hyderabad designer who had a successful show at last season’s LFW.

Twisted norms
The designer who does not play by the rules says that the speciality of the collection are the blouses and the lehengas: “While the latter is mostly high-waisted, the cholis look longer than usual. This gives one a stately posture as the torso gets highlighted. Besides, there is also the freedom to drape the dupatta any way you want,” she informs. The blouses, which come in various cuts and silhouettes can also be worn with plain chiffon sarees or a skirt in solid colour like black, white or beige. Which is why she has worked with only three to four solid colours like yellow, pink and green and darker shades of red, that are in sync with bridal wear. The designer and her sampling team and karigars have worked in tandem for close to two months to get the pieces ready. Since the outfits are all hand-embellished, it is a time-consuming affair.

Homegrown haute
In line with her signature style, Reddy has incorporated beads in the embroidery and has ensured that all of it is done by hand. “I love adding a local element, from the city or the state, to my collection. That is why this line includes ikkat, from closer home in Pochampally,” asserts the designer who works best when she is given a free hand. “When actress Sonal Chauhan wore my creation for the LFW showcase, she let me experiment as I please. That certainly allowed me to work more creatively,” says the designer.
Rs 55,000 onwards, Details: 23350130

— Paulami Sen

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