Bridging the gap between art and innovation, Charu Parashar helms a visionary blend of heritage and modernity.
With a distinctive style marked by vibrant colours, cultural motifs, and traditional techniques, Charu Parashar‘s creations celebrate Indian craftsmanship while embracing modern sensibilities. Her designs, known for their fusion of traditional and contemporary silhouettes, reflect a dynamic balance between artistic expression and practical wearability. Through her latest collection ‘Afreen,” featuring meticulous digital prints, she showcases the transformative power of technology in fashion.
FL: What has been your approach to Indian craftsmanship, and what is its evolving identity today?
CP: Charu Parashar’s design aesthetics have always been deeply rooted in blending the rich cultural heritage and traditional ancient techniques. My design process revolves around incorporating intricate hand embroideries, embellishments, and indigenous textiles, allowing me to showcase and celebrate Indian fashion and craftsmanship. My signature style is easily identified by vibrant colours, cultural motifs, intricate block printing patterns, along with centuries-old traditional techniques like zardozi, resham, handloom weaving and hand embroidery.
My constant endeavour has been to revive age-old craftsmanship and preserve the cultural heritage of India. I have been experimenting with innovative ways of merging it with contemporary fashion trends. This involves adapting traditional techniques, textile and artistry into modern silhouettes through sustainable practices, all while preserving the globally recognised essence of Indian craftsmanship. The evolving identity of Indian craftsmanship embraces the concept of ‘modern traditionalism,’ where traditional crafts are seamlessly integrated into modern wardrobes, creating a unique fusion.
FL: Your latest collection ‘Afreen’ uses a meticulous selection of digital prints. What role do you think technology is playing or going to play in the future of fashion?
CP: Technology is already an integral part of the fashion industry, playing a significant role. Digital prints are one area where its impact is particularly pronounced. They allow design flexibility and customisation, enabling me to experiment with a wide range of colours, patterns, and textures even before the production stage. Moreover, it’s a great tool for customisation that aligns with customers’ preferences.
During fashion week, we saw how digital prints can be integrated with other technologies like artificial intelligence (A.I), augmented reality (AR) and virtual reality (VR) to create immersive experiences for customers. Google and Apple are doing some groundbreaking work. This might involve interactive digital elements on printed fabrics or using digital prints as markers for AR-enhanced shopping experiences.
As technology continues to advance, the future of fasion with digital prints is likely to see even more innovation. Improved printing techniques, enhanced colour accuracy, and further integration with sustainable practices are just a few directions where this trend could evolve. However, keep in mind that while technology offers numerous advantages, it’s important for the fashion industry to balance technological advancements with ethical and sustainable considerations.
FL: Your label has focused on blending traditional and contemporary silhouettes. Is there a go-to silhouette that you like to work with regularly?
CP: Charu Parashar does have signature silhouettes or styles that we are known for. Charu Parashar is recognised for blending traditional and contemporary silhouettes, creating a unique fusion of styles. My designs often incorporate a mix of flowing and structured elements. For example, I might combine traditional Indian draping techniques with modern tailoring to create garments that showcase both elegance and innovation. These could range from traditional Indian wear like sarees and lehengas with contemporary twists to western-style dresses that incorporate Indian embellishments and detailing.
In ‘Afreen,’ my latest collection, you will find a variety of silhouettes that balance the heritage of Indian clothing with contemporary aesthetics. This could include floor-length gowns with intricate embroidery, asymmetrical hemlines on dresses, or unique combinations of fabrics and textures that create a distinct look. Currently, printed jumpsuits and kaftans are my go-to silhouettes. Charu Parashar’s emphasis on blending traditional and contemporary silhouettes like kaftans is relevant in today’s fashion landscape. It caters to the evolving tastes of consumers who appreciate a fusion of styles, cultural appreciation and innovative design approaches.
FL: How would you describe the evolution of couture in the Indian fashion landscape?
CP: The evolution of couture in the Indian fashion landscape has been a fascinating journey that reflects the intersection of culture, history, craftsmanship and global influences. The concept of couture in India can be traced back to ‘The Maharaja’ and ‘The Royal Mughal’ era for its rich textile and craftsmanship traditions. Indian attire, characterised by intricate embroidery, vibrant colours, and luxurious fabrics, has been worn for centuries on special occasions. This laid the foundation for the opulent and handcrafted nature of Indian couture.
Indian couture has always had a strong focus on bridal wear due to the cultural significance of weddings in the country. Elaborate bridal couture with intricate handwork, embroidery, and detailing became a hallmark of Indian couture, thus fueling the revival of traditional handloom textiles like Banarasi silk, Chanderi, and Kanjeevaram, contributing to the sustainability and uniqueness of Indian couture.
As India opened up to international markets, Indian couture gained global attention. Many Indian designers showcased their creations on international runways, bringing Indian aesthetics to the forefront of global fashion and gaining prominence, combining traditional Indian textiles with a modern design sensibility. I have always focused on creating signature bridal looks that celebrated Indian culture while catering to the evolving tastes of the urban elite.
The rise of digital media and e-commerce platforms democratised access to Indian couture. Consumers can now explore and purchase couture pieces online, widening the reach of designers and the appreciation of Indian craftsmanship. With growing awareness of environmental issues, many couturiers began integrating sustainable practices into their designs, This included the use of organic fabrics, ethical production, and supporting local artisans.
I feel the evolution of couture in the Indian fashion landscape reflects a dynamic blend of tradition and modernity, craftsmanship and innovation. It has diversified to cater to a range of preferences, from traditional bridal wear to experimental and contemporary couture, making the Indian fashion scene a vibrant and influential global player.
FL: What do you think is the biggest trend right now? And do you usually incorporate any trends in your new collections?
CP: Fashion trends are ever-changing and can vary greatly depending on the season, region, and cultural influences. Regarding my take on the incorporation of trends, I don’t blindly embrace trends. I only incorporate certain alements that align with Charu Parashar’s aesthetic, unique voice, and philosophy. On a macro level, there is an increasing emphasis on sustainable and ethical fashion practices, including the use of eco-friendly materials, ethical production processes, and transparency in the supply chain. A move towards gender-neutral clothing and a focus on inclusive sizing and representation in fashion are a few trends that are gaining momentum.
The rise of comfortable and versatile clothing, driven by shifts in lifestyle due to the pandemic, includes loungewear, athleisure, and relaxed silhouettes. Apart from that, the evergreen trend for CP is vibrant colors, bold patterns, and maximalist designs that add energy and positivity to fashion collections.
FL: Could you take us through the synergy of your designs Intricately styled with matching accessories that you work with to produce full ensembles?
CP: Designers are dreamers; they have a creative vision through which they create an ensemble, and then they intricately style their designs with matching accessories to achieve a cohesive and impactful look.
Accessories play a crucial role in completing an ensemble. These include items like shoes, bags, jewellery, belts, scarves, and hats. This ensures that the overall look is not overwhelming and maintains a sense of harmony. Styling techniques like layering accessories, mixing different types of jewellery, or using contrast to create visual interest are few of my favorite styling techniques.
FL: What are the key factors you consider when working on a new collection?
CP: Each collection is a part of my creative journey. It may be inspired by nature, architecture, or travel. Once the creative concept or vision is set, then comes the visualisation and going to the drawing board. Detailing each motif, print, fabric, embroidery, etc. For me, another crucial factor is for whom I am creating this garment. This involves considering demographics, preferences, lifestyles, and cultural backgrounds of my target audience. I generally have a muse for all my collections.
Apart from the cultural context, another must for Charu Parashar label ensembles is functionality and wearability. I ensure that the garment is comfortable and appropriate for the occasion it’s designed for. We often draw from cultural references by incorporating elements from diverse cultures. This adds depth and uniqueness to the collection. In essence, designing a new collection involves a delicate balance between creative expression and practical considerations. We have been able to blend our artistic vision with an understanding of market trends, consumer preferences, and the unique story we want to tell through our creations.
FL: Who is the Charu Parashar muse and why? And, in the age of digital media and influencer marketing, how do you define who are the key people to associate your brand with?
CP: Charu Parashar’s muse is ‘a woman who can still turbulent waters with a smile.’ She is a confident, fearless, compassionate woman who is beautiful inside and out. She resonates with the brand’s ethos, design philosophy, and target audience. In the digital age, influencer marketing has become a prominent strategy for brands to reach their target audiences. They should align with the brand’s values, aesthetics, and target audience. Their lifestyle, interests, and personal brand should resonate with the brand they’re endorsing. The influencer’s engagement rate and reach are important metrics. High engagement indicates an active and involved audience, while reach determines how many people will see the endorsement. The influencer’s ability to drive action among their followers, whether it’s purchasing products, attending events, or engaging with the brand’s content, is a key consideration. In the digital era, influencer marketing can significantly impact a brand’s visibility and credibility, making it important to select individuals whose values and audience align with the brand’s vision. So choose carefully who you are shaking hands with.
FL: Any style hack that you personally swear by or that can elevate any look effortlessly, which you would like to share with the readers?
CP: Style is indeed an extremely personal choice and undoubtedly very effective in elevating any look effortlessly. I feel accessories have the power to transform an outfit and add a touch of personality and uniqueness. Whether it’s a statement necklace or a vibrant scarf (worn as a headband or belt), accessories can make a difference. Bags and shoes are my next hack to elevate an ensemble and maybe become a conversation starter. My personal favorite fashion hack would be our embellished printed kaftan. It is perfect for either an evening soiree or a beach party. Style, comfort, and elegance all wrapped up in one ensemble.
Charu Parashar is an artist who skillfully bridges the gap between tradition and innovation in the world of fashion. With her distinctive design approach, characterised by vibrant hues, cultural symbolism, and masterful craftsmanship, she encapsulates the essence of India’s heritage while embracing contemporary aesthetics. Her visionary outlook continues to shape the industry, offering a glimpse into the exciting future that awaits the intersection of tradition, technology, and style.
Text by: Sanskriti Sharma
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