We bring Western aesthetics to traditional wear
Ridhi Mehra’s eponymous label is a contemporary take on refined Indian dressing. Striking yet free-spirited, her ensembles bring western aesthetics to traditional wear while reinventing silhouettes and constantly pushing the boundaries of affordable luxury. Clean lines, delicate details, and a hint of drama are Ridhi’s signature which has made the brand stand out in today’s crowded marketplace. Speaking to Fibre2Fashion, Mehra talks about affordable luxury fashion in India.
What trends or changes have you observed in the fashion industry over the years, and what emerging trends do you see shaping its future?
Over the years, the fashion industry has seen a notable shift towards sustainability, with increased awareness and demand for eco-friendly practices. Inclusivity has become a key focus, breaking traditional beauty standards. Digitalisation has revolutionised fashion retail, emphasising e-commerce and social media influence. Future trends may witness a surge in virtual fashion experiences, advanced technology integration, and a heightened emphasis on circular fashion models to reduce waste. Additionally, a greater fusion of fashion and activism is likely, reflecting consumer values and social consciousness.
Can you share your thoughts on the role of fashion in self-expression and personal identity?
Fashion serves as a vivid canvas for self-expression, allowing individuals to convey their identity, beliefs, and personality. It acts as a transformative tool, empowering people to articulate and celebrate their unique selves through style choices.
How do you see the relationship between fashion and culture, and how has it evolved in contemporary society?
Fashion and culture share an intricate bond, influencing and reflecting each other’s dynamics. In contemporary society, this relationship has evolved into a diverse and inclusive exchange, where fashion serves as a powerful medium for expressing cultural identities and breaking down traditional boundaries.
In a world where fast fashion has been dominant, how can fashion brands strike a balance between affordability and sustainability?
Fashion brands can achieve a balance by investing in sustainable materials, ethical production, and transparent practices, educating consumers on the value of quality over quantity, and offering affordable yet durable and eco-friendly options. It involves reshaping consumer perceptions and fostering a mindset that values sustainability in the long term.
Can you tell us about the inspiration behind starting Ridhi Mehra and your journey in the fashion industry?
My core fashion journey began with NIFT, Delhi where I pursued a degree programme after having completed a Business Management Degree Programme from the University of Nottingham. It was while I was assisting my mother and aunt in their business, that I discovered my creative fervour for fashion. Merging business knowledge with a profound love for design, I took a leap of faith and Label Ridhi Mehra was thus born. This fusion has driven the brand’s success, earning national and international acclaim, all while upholding an ethos of timeless elegance. The path I have chosen underscores the importance of following a passion in the ever-changing world of fashion. It is the principles of creativity that have inspired this choice.
Your label is known for blending Western aesthetics with traditional Indian wear. How do you find the balance between these two styles in your designs?
Personally, my mindset leans towards the forward and contemporary, yet at the core, I hold a deep connection to tradition.
Your label places a strong emphasis on affordable luxury. How do you maintain quality while keeping your products accessible to a wider audience?
Label Ridhi Mehra prides itself as an affordable luxury brand in India. There are a couple of key points we abide by to ensure quality while keeping our products accessible to a wider audience:
We optimise manufacturing processes to reduce costs without compromising quality.
We identify cost-effective yet high-quality materials to maintain standards.
We implement streamlined logistics to minimise expenses and ensure timely delivery.
We leverage digital platforms to reach a wider audience, emphasising the value and quality of our affordable luxury products.
Could you share some insights into the craftsmanship and detailing that go into producing your couture pieces? What cultural elements influence your designs the most?
Crafting couture involves meticulous handwork, intricate embellishments, and precision tailoring, reflecting a dedication to unparalleled craftsmanship. Cultural elements, such as traditional motifs, heritage techniques, and indigenous materials are what wields significant influence, infusing couture designs with a rich tapestry of global traditions and narratives. The convergence of diverse cultural aesthetics contributes to the uniqueness and storytelling aspect of our couture pieces.
How do you stay innovative with your designs and marketing strategies?
We continuously seek inspiration from diverse sources, staying attuned to emerging trends in fashion, art, and culture.
We ensure to foster a dialogue with your audience, gathering insights and preferences to tailor designs and marketing strategies accordingly.
We have always embraced collaborations with artists, influencers, and other brands to infuse fresh perspectives and maintain a dynamic, innovative brand image.
Your ensembles have been featured in top fashion magazines and worn by elite celebrities. How does this recognition impact your brand and design philosophy?
Features in top fashion magazines and celebrity endorsements have elevated our brand’s visibility, reaching a broader audience and establishing a coveted image. The influential validation reinforces its appeal and aspirational value. Exposure to such high-profile platform has further fostered a sense of creative evolution and the pursuit of excellence in craftsmanship and style.
Could you describe the signature style of your brand in a few words, and what sets it apart from other fashion labels?
Striking yet free-spirited, label Ridhi Mehra ensembles bring Western aesthetics to traditional wear while reinventing silhouettes and constantly pushing the boundaries of affordable luxury. Clean lines, delicate details, and a hint of drama are the signature touches of the label which has made the brand stand out in today’s crowded marketplace.
Having launched numerous collections, what has been the most memorable or significant collection for you, and why?
The most memorable collection for me has been ‘A Persian Fable’. We launched our signature emerald belt in this collection.
What can we expect from Ridhi Mehra in the future? Are there any exciting projects or collections on the horizon?
We are constantly working towards improving, creating and innovating, adapting all our endeavours according to current trends while doing justice to the brand’s essence. We have a couple of projects lined up, each with its unique theme and artisanal character that will be soon revealed.
What advice do you have for aspiring fashion designers who want to make their mark in the industry, especially those looking to create affordable luxury brands?
My advice for aspiring fashion designers would be:
Hone your design skills and stay abreast of industry trends.
Integrate eco-friendly practices for a contemporary edge.
Understand your target market and tailor your designs to their preferences.
Craft a unique and memorable brand story to stand out.
Forge partnerships, collaborate with influencers, and network to establish a presence in the competitive fashion landscape.
Finally, in your opinion, what are the key factors that contribute to the success of a fashion brand in today’s competitive market?
In today’s competitive market, a fashion brand’s success hinges on a seamless blend of innovative design, responsive consumer engagement, and an adaptive digital presence. Staying attuned to evolving trends and fostering a brand identity that resonates with diverse audiences is pivotal to sustained success.
