Fashion

An Eye For Aesthetics

Sheetal Sharma, the popular fashion and costume designer is known for his intuitive flair for fashion. Having worked on movies like Manto, Kesari and the acclaimed Gangubai, he is now at the top of his game. Mallik Thatipalli talks to him about his work in the recent Telugu film, Sita Ramam and learns the rules of his game…

Gangubai was known for its colour palette and unique sense of style. How was the experience of working with a wizard-like Sanjay Leela Bhansali?

When I got a call from SLB Productions saying that Bansali sir wishes to discuss a project, I thought it must be for one of his production endeavours. But the fact that it was to work in a film directed by him, was something difficult for me to believe.

Sanjay sir has a clear vision of what he wants, and he also narrates with complete clarity of his thought process. So, if one can grasp the explanation of his scene, it’s never difficult to get the best or to create the best for him.

And working with Alia was wonderful, she is a superstar and an amazing actor who can mould herself into the character. It’s rare to see an actor who subtly is such a vision.

When I got a call from SLB Productions saying that Bansali sir wishes to discuss a project, I thought it must be for one of his production endeavours. But the fact that it was to work in a film directed by him, was something difficult for me to believe.

How was it working for the Telugu period film, Sita Ramam?

I received a phone call from producer Swapna Dutt regarding Sita Ramam. It was a brief phone call, but I was so enthusiastic after hearing the small bit of her narration, that I was in Hyderabad within the next two days meeting with Hanu Raghavapudi (the director) and hearing the narration and understanding the project into which I was getting.

Hanu was clear about the old-world charm of the 60s and the beauty and innocence of the love stories back then. He wanted the audience to be transported to that world through the vibe and the colours. The entire process was beautiful- the trials, the look tests, the discussions, and the eye for detail without adding anything that overpowers the script.

Hanu sir is a fan of pastel shades and is one of those rare people who understand the merging of art and costume to bring out the best in a scene. Even Swapna has a strong eye for vintage costumes and jewellery, so it was all together a beautiful experience.

The fact that we, as costume designers get the opportunity to recreate something that existed in the past, the feeling of recreating and staying true to it, yet making it look beautiful and appealing is something I love!

What is the most exciting aspect of designing for a period film?

There are multiple interesting reasons, to begin with. The fact that we, as costume designers get the opportunity to recreate something that existed in the past, the feeling of recreating and staying true to it, yet making it look beautiful and appealing is something I love!

I also love researching the history and getting ideas either through reading material or photographic references. The biggest challenge in periodic costumes is to make actors comfortable yet look period apt, as we’ve been so used to wearing clothes in a certain way now.

The biggest challenge in periodic costumes is to make actors comfortable yet look period apt, as we’ve been so used to wearing clothes in a certain way now.

But the whole recreation and playing with the textures of fabrics and making things from scratch is what I love in this process. In very few films we have the opportunity to explore and experiment with silhouettes, such projects are all the more interesting as we have an open canvas while trying to make it look authentic.

What went behind creating the perfect looks for Mrunal Thakur, Rashmika Mandanna and Dulquer Salmaan?

The three characters are intertwined with each other in two decades, the 60s to the 80s. Each character’s look was based on those eras and keeping the characters real to that space and time, which was done with a lot of research, added a lot of beauty with simplicity. The camera works, art and production design, have further added an amazing old-world charm and beauty to every frame.

August 18, 2022

Naeth: Contemporary Fashion by Kerala Designers Jithu & Vishnu

Founded by mechanical engineering graduates and classmates Jithu Gopakumar and Vishnu Girija Gopal, Naeth is a contemporary fashion label from Kerala that bridges heritage with modern design. Inspired by the state’s rich textile traditions, the duo transforms handloom into contemporary silhouettes through innovative fabrics, technical textiles, and thoughtful craftsmanship. Their vision is simple yet powerful: to make India’s weaving traditions relevant for today’s generation while preserving the stories behind every thread. 1.Tell us about your brand and how it is helping preserve and promote India’s rich handloom heritage. At Naeth, we reinterpret traditional handloom through contemporary fashion. Our collections transform heritage textiles into modern, wearable silhouettes that appeal to younger audiences while preserving the craftsmanship, stories, and cultural significance woven into every fabric. 2.Which weaving traditions or artisan communities do you work with? We work closely with the weavers of Balaramapuram, Kerala, a community renowned for its centuries-old weaving tradition. Their handcrafted sarees and mundus are celebrated for their precision, purity, and exceptional craftsmanship, making every textile a reflection of Kerala’s rich cultural legacy. 3.How does your brand support sustainability and responsible craftsmanship? Sustainability is central to our design philosophy. We upcycle traditional handloom textiles into contemporary garments, reducing waste while extending the life of these fabrics. Alongside direct collaborations with artisans and limited-batch production, we also experiment with eco-conscious materials such as bamboo fibres and recycled PET fabrics. 4.What is the biggest challenge facing India’s handloom sector today? One of the biggest challenges is changing the perception that handloom belongs only to traditional wear. We believe handloom deserves a place in contemporary fashion. At the same time, we’re working towards creating greater value for artisan communities by reducing dependence on intermediaries and promoting fair recognition for their craftsmanship. 5.What does National Handloom Day mean to Naeth? For us, National

Fashion

Kawaii by Lavika Singhvi | Udaipur

Founded by Lavika Singhvi, a Udaipur-born entrepreneur with a deep connection to India’s artistic heritage, Kawaii is redefining luxury sarees through the lens of wearable art. Inspired by Rajasthan’s rich cultural legacy, Lavika brings together rare handcrafted traditions from across India, including Pichwai, Ajrakh, Madhubani, Batik, and Bandhani. As a Pichwai Certified and ODOP Verified brand, Kawaii works directly with master artisans to preserve authenticity and support traditional craftsmanship. Each saree is envisioned as a timeless heirloom, celebrating heritage, artistry, and the stories woven into every creation. 1.Tell us about your brand and how it is helping preserve and promote India’s rich handloom heritage. Kawaii was born from my desire to transform India’s rich artistic heritage into wearable art for the modern woman. Growing up in Udaipur, a city surrounded by art, culture, and royal traditions, I developed a deep appreciation for the craftsmanship and stories behind Indian textiles. Through Kawaii, we bring together diverse Indian art forms such as Pichwai, Madhubani, Batik, Ajrakh, and Bandhani on luxurious handloom fabrics. Our focus is on preserving authenticity while presenting these traditional crafts in a contemporary format. As a Pichwai Certified and ODOP Verified brand, we work closely with original artisans and artists, ensuring their skills are recognised, valued, and carried forward to future generations. 2.Which weaving traditions or artisan communities do you work with, and what makes their craftsmanship unique? We work with artisan communities across India, including Pichwai artists from Udaipur, Madhubani artists from Bihar, Ajrakh craftsmen from Gujarat and Rajasthan, Bandhani artisans, Batik artists, and traditional handloom weavers. Each craft represents generations of knowledge and storytelling. Pichwai is deeply connected to Rajasthan’s cultural and spiritual heritage, with artists creating intricate hand-painted narratives. Madhubani celebrates symbolic storytelling through detailed motifs, while Ajrakh and Batik showcase complex dyeing techniques perfected over

Fashion

GAURANG by Gaurang Shah I Hyderabad

GAURANG is one of India’s foremost luxury handloom brands, renowned for reviving and reimagining the iconic Jamdani weave. For over three decades, Gaurang Shah has worked alongside artisan communities across India, combining traditional craftsmanship with contemporary design to create timeless textiles. Through its dedicated loom clusters, GAURANG has empowered over a thousand artisans while preserving India’s rich weaving heritage through innovation, skill development, and sustainable livelihoods. 1.Tell us about your brand and how it is helping preserve and promote India’s rich handloom heritage. For me, GAURANG has always been about textiles before fashion. My journey began with a fascination for handwoven fabrics and evolved into a lifelong commitment to preserving India’s weaving traditions, particularly the intricate Jamdani weave. Working closely with artisan communities, we have built loom clusters that strengthen weaving ecosystems, encourage innovation, and create opportunities for traditional skills to flourish. Through our collections and showcases across India and internationally, I strive to present Indian handlooms as timeless works of art that remain relevant to contemporary audiences while staying true to their heritage. 2.Which weaving traditions or artisan communities do you work with, and what makes their craftsmanship unique? I work extensively with Jamdani weavers and artisan communities across Telangana, Andhra Pradesh, and several textile clusters throughout India. Through the GAURANG loom clusters, we collaborate with artisans to develop fine cottons, silks, and innovative handwoven textiles while preserving the integrity of traditional weaving techniques. What makes Jamdani extraordinary is its painstaking process: every motif is woven by hand, thread by thread, directly on the loom. The precision, patience, and craftsmanship involved ensure that every sari is unique, carrying the unmistakable signature of the artisan who created it. 3.Sustainability is at the heart of handloom. What ethical or sustainable practices does your brand follow? Handloom is inherently sustainable, relying on

Fashion

5 Viral Shopping Apps Dominating Gen Z Trends

Gen Z shopping in India is fast, trend-driven and completely digital, with fashion apps shaping what’s in and what’s out. From viral styles to budget-friendly finds, these platforms make it easy to build a wardrobe with just a few taps. Here are five of the best shopping apps Gen Z is obsessed with right now, curated by Sunerii Vennam. Shopping today goes far beyond malls and offline stores. With just a few taps, you can build an entire wardrobe, whether it’s trend-led pieces or a carefully curated personal style. From Y2K revivals to ever-evolving microtrends, fashion is moving faster than ever. And somehow, our carts are filling up even faster. From aesthetic outfits to budget-friendly basics, these are the five apps Gen Z in India can’t get enough of right now. Savana: The Rising Favourite Savana has become a go-to app for people chasing trendy, Pinterest-inspired looks because it’s not just budget-friendly but also known for its new type of sales almost every week. This makes Savana one of the best apps for buying daily essential outfits or the best outfit maker for your next event. The app stands out because its collections often match current trends, making it popular among shoppers who enjoy experimenting with styles. Sunerii’s Favourites: Unique tops and versatile jewellery Newme: Fashion That Understands Gen Z Newme feels like an app built specifically for younger shoppers. The styles are bold, trendy and often inspired by what is currently popular online. The main fan favourites from this store are dresses and bodycons. Newme is expanding its base by also opening offline stores in multiple states across the country, such as Hyderabad, Bangalore, Delhi and more. If keeping up with trends is important, Newme has become a familiar name. Sunerii’s Favourites: Bodycon dresses and hoodies/ sweatshirts Littlebox India: