Anupamaa Dayal is ready to open the WIFW SS 14 with ‘Gulabi’, a line which reflects the free-spirited woman she aims to dress.
After nine years and expanding her business into 19 countries, Anupamaa Dayal is excited about opening the WIFW SS 14. After all, the wealth of experience has helped her understand both domestic and international markets.
But she does confess, “The more I have gone global, the more rooted I have become. And I know the woman I am dressing—she is free-spirited, successful also confident so she doesn’t want anything that screams designer from the rooftops, but something that is immersed in cultural identity,” says Anupamaa.
Interestingly, she has found her signature style too—it is the bold use of colour, easy to wear garments which are not defined by geographical boundaries, so in a way they are seamless, any woman anywhere can wear them. “Gulabi my line for WIFW SS 14 is an ode to such a woman. She is a girl who grew up in a haveli, and longs to travel. So she embarks on a trip around the world. She comes back and discovers that she is still plagued by loneliness, she opens her treasure box which contains contents she has collected from her trips and realizes that everything she is looking for, is actually inside her. It is a quest for happiness and the secret to a peaceful existence,” she explains.
The collection is “very pink” and feminine, with lots of printed flowers, but this time rather than vibrant, Anupamaa has taken the road less travelled and used pastels. “We have also done bags and jewellery for the first time, all the neckpieces are Mughal and Turkish inspired, gold plated encrusted with semi-precious stones. The bags are structured made out of mostly fabrics with an extensive use of Indian coins to rev it up. As I go deeper into my design, accessories, I have realized is something I am confident about, I know it will work,” she smiles.
Capturing the trajectory of the changing needs of an Indian woman, Anupamaa believes a new-age girl is more secure about her body, can strike a work-life balance, understands her heritage and knows when to have kids. “My modern woman is free and just wants to be happy, but that doesn’t mean she is less glamorous or doesn’t appreciate luxury, she does, just that she isn’t status conscious,” she concludes.