Ridhi Mehra to collaborate with another label

Designer Ridhi Mehra has plans to team up with another label. Mehra is the creator of a brand that takes inspiration from the old world charm. Bringing alive a mix of European influences with traditional Indian esthetics, Mehra designs, meticulously handcrafted with intricate

detailing lay great emphasis on fine tailoring and cuts.

Her signatu re draped dupattas and shoulder and waist patches are distinctive details that are indicative to her and are now being endorsed by Bollywood beauties like Sonam Kapoor

and Huma Qureshi. Planning to reach out to fashion lovers around the world, this NIFT alumni, is participating many fashion events this year. “My plans include: collaboration with another label (which is under wraps); an event with a bloggers; a new campaign and a lot of exhibitions; pop ups and media events,” she explains.

Creating new design inspirations

Mehra’s expertise lies in creating garments that have an Indian flavour with a contemporary spin. “My collection tries to find that balance. I try to create timeless pieces that one can treasure all your life. I want to make garments that never go out of fashion and can be passed on from generation to generation,” she opines.

The new Spring/Summer 2014 line explores Indian embroideries in light summery tones, like light silvers and golds. The colour palette has light hues and a lot of pastels. Elaborating on the prominent trends this season Mehra says, “People are experimenting with colors and cuts. I am exploring fashion trends based on fun, contemporary drapes and silhouettes. The latest fashion trends also dictate Indian wear with a modern twists and this twist comes in the form of fun zippers, jackets and pre draped sarees. This season is about experimenting with the old.”

Spreading out her retail reach

Mehra’s product range is available at Ogaan, Aza, Ahmm, Anahita in Hyderabad, Monsoon in Ahmedabad, Le Rosh in Indonesia and Shagun in Thailand. She also displays her designs through various exhibitions. “Expansion is on the cards. I am already stocking at international boutiques and its humbling to see people in your designs all over the world,” states Mehra.