An artful amalgamation of ancient Indian crafts, mindful luxury, and unbridled creativity, SVA by Sonam & Paras Modi has created a niche for themselves in the Indian prêt landscape.
After a decade-long stint in the luxury fashion industry, SVA by Sonam & Paras Modi continues to be a favourite among fashion aficionados through their strong design aesthetic. Think metallic accents, statement prints, and bohemian texture amalgamated with the brand’s signature blue – SVA’s artisanal creations are a fusion of modern style and timeless grace. Delve deeper into the visionary minds shaping the label as the design maestros unveil how they have left an indelible mark with their creations and their strategic vision for continued impact in the future.
FL: Sonam and Paras, the journey of SVA has been marked by a commitment to redefining the modern Indian aesthetic. How do you consistently infuse innovation into your designs while staying true to the essence of Indian craftsmanship?
SVA: Through SVA, we have time and again refined and redefined the India Modern aesthetic with our thoughtfully crafted campaigns. Having evolved as a brand over the past decade, we strive towards making modern Indian garments, taking our inspiration from travel and architecture and fusing that with modern drapes and silhouettes. We keep evolving from collection to collection by keeping in mind the silhouettes that are working and the feedback we get from customers. We have developed our own unique array of silhouettes with a modern take on Indian design and craftsmanship.
FL: Sustainability is a cornerstone of SVA’s philosophy. Can you elaborate on how the brand upholds values of sustainability and contributes to the revival of ancient Indian crafts and textiles?
SVA: In terms of sustainability, as a company, we try to be a completely zero-waste brand. Our extra fabrics and embroidery material are reused and created into textures. We use a lot of Indian hand-woven textiles from Banaras, intricate zardozi, and thread work with the addition of beaten metal work; that is how we contribute to the revival of ancient Indian crafts.
FL: Are there specific crafts or techniques that are special to you, and how do they find expression in your designs?
SVA: At SVA, we particularly love pita work, which is an ancient work of embroidery in which the filling is first done with the help of metal wires, and then it is beaten to have a uniform texture. We use this in a modern way, infusing it with metal embellishments and recreating a bohemian vibe. The metallic accents that we use incorporate older techniques and many intricate French notes, which takes a lot of accuracy and time to make. These are the two techniques we use in our embellishments.
FL: Can you talk a bit about your latest SS’24 collection?
SVA: Samsara, our SS’24 collection, has a bohemian tribal resort-wear vibe. It has a lot of bold prints and a neutral colour palette with accents of bright red. Playing with our signature jackets, we have added many different styles of capes, jackets, and layering. We’ve also included a wide variety of prints, including our signature geometric print, many other bold prints, deeper tones, all neutrals with accents of red and metallic, lots of textures, surface embellishments and surface ornamentation.
Right: Lehenga
FL: How do you approach the challenge of making indigenous textiles relevant to today’s evolving style cognoscenti in your prêt wear designs?
SVA: As a brand, we focus on creating modern silhouettes where comfort is key. Our garments have a lot of versatility and repeat value; they can be worn in many different ways. Our co-ord sets are worn for travel, and our jackets are worn over sarees or with pantsuits for Indian occasions. We have a lot of separates, and they can be restyled and worn in many different ways and can be adapted to your own wardrobe; that’s how we have created a balance, always trying to incorporate unique Indian accents into our everyday Western wardrobes.
FL: In the context of prêt wear, how does SVA balance the demands of the fashion industry with the values of sustainability and ethical craftsmanship?
SVA: In the realm of prêt wear, balancing the demands of the fashion industry with a commitment to sustainability and ethical craftsmanship is a delicate yet increasingly crucial challenge. Sustainable prêt wear often starts with conscious material choices. We also are committed to ethical craftsmanship and prioritise transparent and ethical supply chains. Ensuring fair labour practices and responsible sourcing of materials helps maintain a positive social and environmental impact. By adopting these practices, we navigate the challenges of the fashion industry while upholding values of sustainability and ethical craftsmanship, contributing to a more responsible and conscientious fashion landscape.
On Left : Kurta Set
FL: What design elements or inspirations often guide you when creating pieces for your collections?
SVA: We draw a lot of inspiration from our travels. Samsara, our latest collection, is inspired by beautiful pieces of art we’ve taken notice of while travelling. A lot of elements that we incorporate also come from architecture and interiors, like beautiful carpets or rugs. These are constant design elements that we look to when we are creating our designs.
FL: As a brand deeply rooted in sustainable values, how do you envision the future of sustainability in the prêt wear segment, and what role does SVA aim to play in shaping that future?
SVA: With SVA, we strive to stay at the forefront of sustainable practices, adopting and promoting new eco-friendly materials and production techniques. We aim to continue to emphasise transparency, providing customers with clear information about sourcing, manufacturing, and the environmental and social impact of our products. We plan to actively engage with communities, suppliers, and consumers to foster a shared responsibility for sustainable practices. At SVA, we also advocate for positive changes within the fashion industry, supporting initiatives and policies that promote sustainability and ethical craftsmanship, and we will continue to do so in the future.
FL: Looking ahead, what trends do you foresee in the prêt wear industry, and how is SVA positioning itself to stay at the forefront of these trends?
SVA: We are constantly evolving and feel that to stay at the forefront of trends, we must be versatile. Our garments can be re-worn, reused, broken down, dressed up, or dressed down as per where they’re meant to be worn. The in-between kind of fusion diffusion wear space is where we belong, we think working more towards this kind of versatility is where we position ourselves.
Our campaigns are always designed with the collection, inspiration, language, and target that we are trying to achieve in mind. For instance, our previous collection showcased our journey and encapsulated 10 years of SVA and how we have evolved as a brand. Our prints were an amalgamation of those 10 years. We celebrated our prints and textures through our campaigns; that was the front and centre of our collection. It’s how we create every campaign, keeping in mind what we want to convey to our audience and how the audience is going to perceive it.
Left Middle: Indo-Western Set
In Middle : Printed Jumpsuit
On Right: Jacket Set
“In the realm of prêt wear, balancing the demands of the fashion industry with a commitment to sustainability and ethical craftsmanship is a delicate yet increasingly crucial challenge.”
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