Shruti Singla is Chandigarh based fashion designer. After graduating from NIFT university in 2011, Shruti begun her journey as a designer and there was no looking back since. She specializes mainly in trousseau and custom made garments.
The look she creates is elaborate, with loads of fusion from the West in terms of cuts, fits and trims. Her signature style includes playing with a number of color pallets. The brand, “Shruti S” that she has created is synonymous to highly luxurious Indian couture and culture. Read on to know more about her journey.
1. What sparked your interest in Fashion? When did you decide to make a career out of it?
I have always believed that my interest in fashion developed over the years, but my mom tells me that I was born with it. Back when I was three years old, I was awarded with a gold trophy along with a pack of story books in a competition. The books had black and white depictions of the princesses and fairies. I was so mesmerized by the pictorial illustrations of the gowns, that I colored them all up. My mom was stunned seeing the amazing colour contrasts and keen detailing from a small child.
Gradually my inclination became more evident, as I started exploring my own designs for customized clothing. I decided to make a career out of it, when I was in 10th grade and preferred illustrating fashion figures instead of studying for my boards. I decided to study fashion professionally, so that I could master the technicalities of it.
2. How do influences from your designing school (NIFT) find their way into your work?
NIFT was one of the best things that could happen to me. It not only honed up my skills as a designer, but also made me technically sound when it came to pattern making, garment construction and conceiving my designs in the most apt way. NIFT made me habitual to hard work. Working day and night on the assignments back then, pays off today.
3. How has your work evolved since you began your own label? Have your pieces become more appealing to people as a result?
As a student I did three internships in a course of 4 years in NIFT. I was very clear in my mind that I would not work for any designer once I graduated. Its kind of weird though, coz people always used to ask me about my experience in the industry before I started my label and were shocked to know that I had none and was a fresher. But the reason behind this decision was that I wanted my designs to be solely mine, not reflecting the styles of designers I have worked for. In course of time, people today recognise my work. They can make out when anyone is wearing my label. It gives me immense pleasure when my clients call me up to specially thank me as everyone around them bestow compliments over them and recognise them wearing “SHRUTI S”. My label is going to complete 3 successful years in June 2015, and the admiration and recognition that my designs have received, makes me feel proud of myself.
4. How does your approach differ when designing Indian Wear compared to Western Wear?
Both Indian wear and western wear have fads and classics. The secret funda is to introduce loads of fads to every classic ensemble. When it comes to Indian wear, clothing like sari, lehenga-choli, anarkali, churidaars and salwaars are the classics. I play with the colour pallets, embroideries, surface ornamentations, layering, fabrics, cuts etc. However, when it comes to western wear, the challenge is to create newer silhouettes. Western wear is more globalised. I keep in mind that what I create is what people want to wear at that point in time and their desire for clothes from my label is ever-lasting. So I make sure that everyone is comfortable, ultra-chic, truly trendy and reflects my style.
5. What are you fascinated by at the moment and how does it feed into your work?
PEOPLE, that’s what fascinates me the most. I am not saying they influence me, but they fascinate me a lot. Their lifestyle, their likings, their dislikes, their different work styles, different professions, relationships, their talents, everything. I meet so many people everyday and everyone wants to be fashionable. Their limitations are what I find the most challenging as a stylist and as a designer. Every collection that I launch always has a target client set. So I make sure that I launch a variety of ensembles within a collection so that women from every strata of society can wear it. I have a few clients for whom I do the closet designing every season. I love that part the most, because they only wear my label and I am challenged to design something new every time considering their professional and social constraints. According to me, understanding people is the most important and crucial task when it comes to my work.
6. What advice would you give to young designers?
Oh… I am very young myself.. So, not really sure if I am in a position to advice. One thing that I want to say to those young fashion designers out there is that, beginning is the most difficult phase. Thats where most people step back. But once you get past that, the road to success can be walked over at your own pace. For people with no background in the industry, there are so many “the sky might fall” moments, but one must not give up and keep moving on.
7. How did you come across Pixpa? How has been your experience so far?
One of my friends mentioned about Pixpa to me when I had asked her to guide me as to how to make a portfolio on a user friendly interface. I am not an expert when it comes to technology. But with Pixpa, I could not only make a wonderful website, but also maintain it consistently. The support team has always been helpful whenever I faced any difficulties.