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Indian fashion designers diversify in other arenas
15
Sep '12
Professional diversification is the new buzzword today in the Indian fashion scene. The seasoned fashion designers are broadening their horizons by foraying into the world of interior and exterior designing. 
 
To find out the reasons behind the diversification, fibre2fashion spoke to two eminent Indian designers – Jattinn Kochhar and Raghavendra Rathore. The designers talk about how the diversifications are helping them in their creative pursuits and the non-fashion projects that they are presently working on. 
 
Jattinn Kochhar
 
Citing the reason for venturing beyond designing apparels, Jattinn Kochhar says, “Fashion designers diversify into designing interiors, packaging and weddings because the base of all these avenues is designing. One may be inclined towards fashion and may attain it and figure out his/her way around it, but the next step is to move on and apply design to every aspect of life.” 
 
When asked about how diversifying can enhance creativity, he replies, “It is a constant evolution. A designer will survive, nourish and flourish only if he/she is in continuation. One needs to keep growing to higher levels. The destination is not important but the journey is, as it enriches your soul and creativity.” 
 
Jattinn informs that besides couture designing, he has tied up with YFM Uniform Services P Ltd. to design corporate uniforms and has just launched a line of organic loungewear under the brand name ‘Tatha Vastram Jattinn Kochhar’. 
 
The designer is also working on a denim wear collection named ‘Liplocked with Jattinn Kochhar’.
 
Raghavendra Rathore
 
“Design is traditionally seen as anticipation of function in a society that is constantly evolving with an appetite for new desires, services and well-designed products.  A role of a designer is to find these solutions and supplement the need of the time,” avers Raghavendra Rathore.
 
According to him, “The logical direction for growth of a designer is in creative arenas like interior, homes and jewellery, where design associations with corporate or larger format companies usually spell a success mantra.”
 
When questioned about the reasons that propel a designer to diversify, he opines, “It is purely a business decision coupled with the enthusiasm of the market – a product or service that is required and a need which is filled by a well designed solution.”
 
Raghavendra Rathore’s versatile team currently designs fabric and hotel interiors and also specializes in product conceptualization that might include a customized mobile phone or a household gas tank redesigning. 
 
Besides couture designing, men’s jewellery and accessories compliment the designer’s product line. Apart from that, his team offers uniform designing and various other customized products and services for corporate houses and specialized events.
 

Fibre2fashion News Desk - India


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