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| Singapore Fashion Festival 2007 - Priyadarshini Rao, Savio Jon and A Small Shop by Jason & Anshu |
Priyadarshini Rao Priyadarshini Rao is a fashion and textile design graduate. She has also obtained a Six Month Diploma in the field of Jacket Making and Corsetry at the London College of Fashion Design, Islington, London. She launched her Label in India in the year 1997. Both the Mens and Womenswear lines have been shown at various shows since then, including the Indian Fashion Week's held in the years 2001, 2002, 2003, 2004 and 2006. Rao retail’s out of various stores and chains, such as Be: and Shoppers’ Stop. Apart from these, the more exclusive lines retail at High end stores such as Kimaya (Mumbai,Delhi,Dubai), Fuel (Mumbai) ,Cinnamon (Bangalore), XLNC (Hyderabad), and Ensemble (Mumbai). Internationally Priyadarshini sells out of select stores in NYC, London and Alicante (Spain) The Labels’ philosophy is ‘Clean Comfortable, yet somehow Quirky Fashion’. The Ideal Costumer is someone who believes in Aesthetic, breathable fabric, and yet demands Comfort and Value for money. She has recently launched a very successful prêt brand ‘Sepia, by Priyadarshini Rao’. This brand works as chic street wear for the discerning. The organic approach that respects natural fibers and Indian handwork, Sepia stores are present in Mumbai and plans are on to grow in various metros in the country. Priyadarshini is currently based in Mumbai. Savio Jon Goa-based designer and stylist Savio Jon recalls cutting the bottom of grocery carry bags, placing them on hangers, pretending them to be tops and organizing garage sales with friends at age six. Not so fascinated by the regular academic path, he applied at the NIFT, New Delhi, to formally learn the craft. His dreams were shattered when he was disapproved due to his work profile. Determined a career in fashion, Savio Jon took hands-on approach and apprenticed with asymmetricalist Wendell Rodricks while freelancing intended for various export houses. His career took off in 1993 when he won at the first Shopper's Stop Designer of the Year Award, while giving him a regular retail space at their outlets. He felt an absolute high when Diana Hayden wore his creation at the Cannes film festival the year she won the Miss World title. In 1999, the Taj Exotica, Goa commissioned him to design their entire uniform. Ever since, there is no looking back. Though he has no formal training, Savio Jon believes that learning is a forever process. Being an absolute control freak he still cuts every piece from his collection and likes to blend street with avant-garde making the clothes unbearably wearable.
Better known for his wild fashion sensibility he believes in quality not quantity and his focus is on craftsmanship and detail. His designs reveal that clothes aren't just about appearance but as he says, "Changing the way you feel." Effectively he has been able to bridge the art/fashion world divide without sacrificing wearability. Small Shop Design for a sense of comfort with oneself, beauty. A play of color, texture, fun details, pattern exploration Small shop has recently reinvented itself, a recent collaboration between two designers, Jason cheriyan and anshu arora.brings fresh magic to this label . together we balance play of texture and play in pattern , revel in colour and fuss over details.
With the opening of their flagship store at the raintree in Bangalore..small shop , finally takes a tiny step towards setting up independent retail around the world,
Photography by Eugene Tang |
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