Behind the Label | Anupamaa

In 2004 Anupama Dayal launched  her eponymous label "Anupamaa" in New Delhi.  With a focus on the revival of ancient hand printing and needlework techniques, her unique Pashmina scarfs celebrate the essence of Indian culture.

 
1.     What do your designs reflect?

New world, new clothes, dressing that reflects a cultural soul that is impossible to geographically define and limit. Familiar yet new. The message is "fit in and ... stand apart."

2.     How do you find inspiration for new collections? Do you decide on a theme or do you ?run into? inspiration?

It?s a process of introspection, an internal and external journey that eventually crystallizes into a theme. By and large I get inspired by nature, art and travel. Nature is the reoccurring theme.

This journey has also taken me through the magnificent and extravagant crafts and splendor of the Princely India with special emphasis on the extraordinary state of Rajasthan. Then there are the brocades of Banaras, the needle crafts of Lucknow, the ikats of western India. The list is endless. My playground has been the treasury of our historic past, my battle has been to keep my sanity and signature when surrounded by the headiness of these artistic achievements.

3.     Looking back at past collections, what is your favorite "Anupamaa? item and why?

A playful resort saree dubbed now as the sarini! The sarini is a baby saree , tucked into denim shorts demurely pleated. Endlessly wearable for beachy vacays!

4.     Your collections impart a feminine spirit. Who is the "Anupamaa" Woman?

The word in my head to describe the Anupamaa woman is ?Exuberant?. She also believes that from history we can continue to cull persuasively strong fashion statements.

5.     What advice would you give to aspiring designers?

To believe in yourself, others can be better or worse but they can?t be you and the unique ?youness? well-expressed is a guaranteed key to success.

To shop the Anupamaa Collection, please click here.