In conversation with designer Dolly J on what made her take to the bridal wear space and designing for the women of today.
Label Dolly J Studio, which specialises in bridal wear, serves Indian craftsmanship with a merry note of Western structuring, fit and feel. On offer are handcrafted ensembles in an array of gowns, lehengas, lehengas with jackets, shararas with capes, kalidar kurta sets and saris traversing the bridal wear and occasion wear spectrum as well as a curated selection of Chikankari creations.
Edited excerpts:
What would you define as the biggest milestone in your journey as a fashion designer?
The biggest milestone in my career is the first fashion week that I bagged in 2010.
In your early years, what is the space you sensed an opportunity in?
I wanted to cater to the couture or the wedding market in India as I felt I was good at it and that the market was ready to take on newer designers.
What has been your approach to Indian craftsmanship and what is its evolving identity today?
We have always been inspired by Indian handicrafts. Having said that, when we started we soon realised that Western silhouettes are in demand. So, we retained the essence and core of the traditional Chikankari but infused a Western feel into it.
What are some of the shifts in the Indian fashion industry?
The increasing focus in the fashion industry is now on women with large sizes, women who are unapologetically walking the ramp. Body shaming is not accepted anymore. There is also gender fluidity, so, you know, fashion has definitely taken a positive turn in the last few years.
What role do you think technology is playing or going to play in the future of fashion?
Technology is going to play an even bigger role in the times to come, as people are likely to opt for more affordable clothing where more such transitions could be achieved through technology while ensuring competitive pricing.
Has the online space disrupted the consumption of luxury?
The online space can never disrupt the consumption of luxury. Where luxury is concerned, people will still make space and time and buy when they want to.
Your label has stressed on silhouettes. Any go-to silhouette and why?
The go-to silhouette for any age, any size is a very structured jacket with a lehenga.
What is the mantra of your life?
“Our deepest fear is not that we are inadequate. Our deepest fear is that we are powerful beyond measure!” – Marianne Williamson.
“The go-to silhouette for any age, any size is a structured jacket with a lehenga.”
– DOLLY J
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