Travel is on everyone’s mind and Arpita Mehta tells you how to do it in sun kissed style
By Asmita Aggarwal
Born into a Gujarati family where her father was a real estate magnate, Mumbai girl Arpita Mehta was introduced to her culture in the most endearing manner—through mirror work lehengas part of the fervent garba celebrations in every traditional household.
This became the leitmotif of her line, she launched ten years ago, artwork forming the edifice, after she completed her studies from SNDT Mumbai. Though it wasn’t easy finding what was her true calling till she had her fair share of trial and error with no one in her family even remotely connected with the fashion world. Nothing was clicking till urged by her mom, she discovered the fine art of mirror work which was contemporised mixing it with cutwork. She launched a line that announced the need for ingenuity in age-old crafts.
Over the years, she kept working with it but added new elements like cut dana for glamour, shells for carefree abandon and this time suede fringes, without compromising on the brand’s identity. “Buying in India is not seasonal, but based on festivals, we splurge when there is an occasion, weddings even though they are more intimate now. Rather than the bride buying ten outfits it has reduced to three. But she still wants to look stunning and we help her do that,” she adds.
Arpita quickly understood during the lockdown the importance of multipurpose clothing, so her exclusive line of kaftans, affordable and comfortable did exceedingly well on all e-commerce platforms. “I came to this level of doing well after many upheavals, there was no Godmother to guide, and I didn’t know how to run a business, get the right embroider and tailor, but things fell into place over a period of time,” she explains.
The FDCI X LFW line is titled “Reflections” and it kind of sums up the mood of the world, she began when Mumbai was opening up so travel would be inevitable. Now of course things are not quite normal, with the virus spreading its tentacles. “Prints form the mainstay and it is a line that pays tribute to the sunrise to sunset mirroring all its vibrant hues. From poppy mango, reds to sand and sea shore. It was shot on the beach, we wanted to replicate the free flowing garments, in silk, georgette and crepe with mirror edgings kept minimal with a resort feel,” she says.
It offers pyjamas, capes, kaftans, slouchy pants, short jacket dresses in a whimsical presentation with developmental prints and plunging necklines. As dewy models, with sand caressed feet came armed with a keypad and mouse replacing the latest Hermes handbag making them the hottest accessory in the Zoom world!
Technology will pay a huge role in the future like it already is with us playing fashion shows on “our everything smart” gadgets. “We have realised we don’t need to be at work for productive work. Things have become seamless and even though I believe I opened my new store at Khar, brick and mortar is important as when you do luxe clothes touch and feel are the basis of buying. E-retail will be big, contributing almost 50 per cent to every business,” she concludes.