Smita Taneja launches her customisable range of dancewear online
PERFECT for striking a plié, or even a spot of water aerobics (its water-resistant), Professional Dance Attire aka PDA has brought out an entire collection of dance wear that is made of an extremely high performance polyester fabric that is sweat resistant, chlorine resistant and UV protected. It all began when Smita Taneja, the founder of the company, went looking for outfits for her dance practice and realised that there was a dearth of professional dance attire in the country.
In September 2014, Taneja started her brand, which manufactures dance wear—shorts, crop tops, leotards and uni-tards—that is comfortable and customisable. “We style the collection in a way that they can be used as casual wear and as swimwear,” she shares. But why name it PDA? “I didn’t want to focus on just one form of dance, and since I wanted to add the word professional in it and still keep it quirky, I thought what better than PDA,” she laughs.
The company has come a long way since researching fabrics, standardising the fit and finally setting up her workshop in Gurgaon. With a degree in fashion from Pearl Academy of Fashion, Delhi, the 26-year-old designs the entire collection herself. They have a wide range of designs in both dark and bright colours, available in different sizes. “We have customised the entire collection according to the Indian size and market,” says the Delhi-based designer and dancer (trained in contemporary and ballet), and adds, “Our clientele includes both students and professionals.” Perfect for schools, PDA accepts customised bulk orders too, and offers delivery all over the country. While she retails out of her Facebook page (facebook.com/PDAdancewear), her designs are also available at her workshop. Next, Taneja plans to introduce quirky leggings for ballet and expand her company by providing international shipping.
From Rs 800 to Rs 1,800. Details: email@example.com
Mayuri J Ravi