DESIGN PHILOSOPHY

It's whimsical, dramatic and metallic. Twenty-seven-year-old Jayanti Reddy’s eponymous label is inspired by elements of surprise, newness and re-imagining Indian-ness to create looks that are entirely modern. Her new collection Life in Monochrome is structured, with ruffles and capes, along with tinges of gold embroidery amidst monochromes, and her signature pieces include a brocade lehenga paired with a ruffled button down tie-up shirt and intricate Benarasi lehengas. The designer also opened her first studio named Jayanti Reddy Studio, in Hyderabad in June, this 2018.

Born and brought up in Hyderabad, the self-taught designer uses weaves like chanderi, organzas and pure silks. It wasn’t until she did her bachelors in Business administration and marketing in Ohio that Jayanti realised that she was cut out to do fashion. With a passion for clothes and colour, the designer launched her label in 2012 and since then has gone on to showcase at Lakmé Fashion Week 2016 with her collection Siaa, where she focussed on vintage weaves.

 

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autumn/winter 18