Ritu Beri: This season’s colours range from pastels to brighter tones


Starting today till August 29th, Zarine Khan’s multi-designer store, Fizaa will be exhibiting gorgeous collections by Ritu Beri, Kokab Zia and Sadaf Ahmed. Ritu Beri’s striking collection that was presented at the recent LFW will be available at the store. The design pioneer talks to Shop InOnIt about trends, inspirations and more. Having been part of the Indian fashion industry for over 20 years and having played a major role in it being noticed by the international fashion circuit, we jumped at the opportunity to interview the renowned designer.


Ritu Beri's collection available at Fizaa

Ritu Beri’s collection available at Fizaa

What has been the inspiration behind your collection that will be displayed at Fizaa?

The collection takes its inspiration from one of the most celebrated and enduring icons of all times who left us 50 years ago, Marilyn Monroe. The basic concept is to create a modern look retaining the traditional element for a woman who has evolved with the fast pace of the world and yet looks inwardly for the primary element – the soul.

From Bill Clinton to Madhuri Dixit to the Swarovski family, your celeb clientele is more than impressive. Can you tell us on Indian and one international celeb you would love to see in your creations?

I have dressed many international and national personalities from dignitaries like Mr. Bill Clinton and Prince Charles to Hollywood and Bollywood stars like Nicole Kidman, Andie MacDowell, Elizabeth Jagger, Katie Holmes, Katrina Kaif, Akshay Kumar, Rani Mukherjee, Madhuri Dixit and Preity Zinta. Having said that each client is equally important to us. It is always a pleasure dressing stars like Katrina and Madhuri who have great charisma, style and personality.

What is your favourite trend this season?

This season’s colours range from pastels to brighter tones. Bold colours make a statement with colour blocking. The major colours this season are Off-whites, bright shades of Pink, Turquoise, Blue, Red and greens. A smaller print in monochrome floral is a fresh look this season.

Can you give us a few tips on the current trends?

Easy going hassle free silhouettes, light weight silks, georgettes and chiffons complimented with simple chic cuts would do wonders this season. Trendy umbrellas, sling bags and colourful jewellery will add on to the monsoon look.

What do you think is an ideal outfit for a modern Indian woman?

Cuts that bring out the femininity and strength of a woman are the demand for an ideal modern day Indian woman’s outfit. A beautifully crafted Ritu Beri outfit from a perfect dress, a sari, to a kurta with a chic colourful embroidered salwar would be perfectly suited for different occasions and purposes.

What are your favourite materials to work with?

I love to work with exotic fabrics like brocades, jacquards, chiffons and georgette. Fabrics that lend sensuality to any look. I try to blend the old world charm of traditional embroideries with modern day patterns and shapes to create interesting textures that allure any look.

Having been part of the fashion scene worldwide, what is the difference in fashion trends in India as compared to the rest of the world?

The Indian fashion industry has undergone a tremendous metamorphosis, since I joined the industry back in 1990. Fashion was only a diversion for a small portion of the elite. Initially fashion was more to do with ritual dressing like a wedding, festivals, etc. but now it’s more about being well dressed and trendy all the time.
Also, today our designers are constantly showcasing in various fashion capitals of the world. India’s fashion has started being noticed on the fashionable ramps of the world and is a huge source of inspiration. Our fashion weeks are also gaining attention from the international outlets, fashion representatives and buyers gradually. These events still have a long way to go in this aspect in comparison to the fashion weeks in Milan, London, New York and Paris but our fashion industry has progressed in a huge way.

You serve on the board of Governers for NIFT, are involved in charity for improving the lives of Indian women and have also written a book, aside from being one of the biggest designers of the country. How do you manage it all?

When working for yourself, you are working 24×7. I try my best to find a balance between achieving all at work and spending time with my baby and family. Sometimes I even take Gia to office with me. The key is to give your best to whatever you are doing at a certain point in time. It is about quality rather than quantity.

If you could sum up your designs and aesthetic in three words, what would they be?

My designs are always glamorous, comfortable and eternal.


As told to Priyanka Ghura

For details on Ritu Beri as well other desginer’s collections at LFW Winter Festive 2012 click here.


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