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From Anarkalis to intricate embroidery work saris, Vijay Rana justifies his title of being the ‘trendsetter at ease’

Your choices for customised dress and bridal wears have got a new name to look out for in the market. Hyderabad-based fashion designer Vijay Rana recently opened his first franchise at Road No 7, Banjara Hills. It was the Lakme Fahion Week 2003-2004 Rana that inspired Rana, who has a rich background in the textile business, to take up designing as a profession.

“My grandfather was into textile business and his showroom was inaugurated by Indira Gandhi. Many of my other relatives are also associated with the fashion industry. That should explain where I get my love for fabrics and fashion,” says Rana. The 33-year-old designer is known for his distinguished sense of colour combination.

Spread over 6,000 sq.ft the showroom is based on the wedding theme and just after one enters the store, the mandap like pillars made of fibre gives it a great feel. The framework in all the nine rooms are done with teakwood that adds to its lux quotient. The interiors of the store has been designed by Rana and Bella, his partner and owner of LabelBella. “Looking at our interiors, people who are into interior designing have started giving us some projects too,” he laughed.

Rana is one such designer who rose to fame without any academic background in fashion or designing. “I believe my designs are original because I have not been to any fashion schools. People with talent don’t need a degree to showcase their skills. I am not here to create for people. I do it for my own satisfaction,” said the Hyderabadi designer.

Being associated with the fashion industry for more than a decade now, Rana has earned the moniker as the ‘trendsetter at ease’ in the industry. His designs justify the title bestowed on him. Rana’s dresses are made out of authentic Indian fabrics. He prefers to use top notch fabrics woven by expert artisans in cotton, natural prints, spandex and lycra. With other innovative approaches, his designs are a mix of subtle shades, coral prints and intricate embroidery work.

Rana’s collection feature fusion fashion such as Anarkali gowns, salwar suits, ghagra cholis, embroidery saris, haute couture silhouettes and the signature Anarkali. He is also known for the modern tweaks he adds to the otherwise conventional bridal wears. Bella S Menezes, the coordinator of VIjay Rana Franchise and LabelBela, says, “The store and the collections are a blend of Indo-Western style. Just like Vijay manages to bring the western twist to any Indian dress or vice versa, his store reflects the same theme and attitude.”

The sketches are shown to the customers and then after approval is when they customise the costume. Typically they deliver withing two weeks. The work and stitching are done in his work space in Shamshabad. Price ranges from Rs 50,000 to Rs 4 lakh. Timings: 10.30 am to 9 pm. Details: 9618063944
— Nishad Neelamabaran

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