October 12, 2013 Asmita Aggarwal

White light

The Goa-based designer reveals his weaknesses for white and talks about his Africa inspired line, with of course, whites, reds, blues and yellows highlighted with sizzling gold and black.
After how many years are you back at WIFW?
I do Wills Lifestyle India Fashion Week Spring-Summer season every year now since five years. We don’t do an autumn-winter showing, but we do take a stall. This year, I am doing the Fiam Di Wills show.

How do you think you and your label have grown over a period of time?
By leaps and bounds. Way back in 1989 we did a collection of 12 to 20 garments twice a year. Now we do three main collections and a filler collection almost every month. On an average, we increase the sales by 20 percent each year. This season for Fiama Di Wills we have an unusually large collection because the theme and the show demand it. We have about 24 models each wearing two ensembles each; the four boys have three changes each.

Do you think the Indian woman and her tastes have changed/evolved over a period of time….how?
Indian women’s tastes and needs have changed over the years for many reasons. There are more social functions to attend. So some buy a garment every Saturday. We have seen a marked change in silhouette and styling too. Because of their gym-toned bodies, women wear clothes that flaunt their figure. Many women fit into the models clothes, this was not the case ten years ago.

Minimalism is an art, tough to do, what would you say is your biggest strength and weakness?
My biggest strength is to create new shapes and lines each season in my minimalist way without resorting to the sari. My weakness is for the colour white. But if Valentino can claim red as his colour, Calvin Klein can claim beige, Donna Karan black, Wendell Rodricks unapologetically claims white!

What has remained the biggest challenge for you design wise? How do you overcome it (if you have)?
This season we will have done six collections in two months. It was a tough challenge to do two shows for the World Gold Council, a charity ball in Geneva, a show for the North East Textiles, another Fashion Tour 2013 and Wills Lifestyle India Fashion Week – Fiama Di Wills collection. Each show has its own unique theme, clothes, music, footwear and accessories. It has been a whirlwind season. And yet the biggest challenge has been to deliver one flawless show after another. I feel I am blessed with an inner energy and a very strong discipline to deliver the best I can.

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