Designer Varija Bajaj's new studio houses garments that reflect Indian handloom and textile traditions. Unokali assumi reports
Varija Design Studio by designer Varija Bajaj is the reflection of designer’s work and taste. Her new design studio was unveiled in the designer hub of the city, Defence Colony.
It houses a collection for the contemporary Indian woman — from luxurious bridal wear and stylish prêt wear to a line of chic accessories under the label, OAT (One Amongst Thousand).
Fine detailing, bright colours, perfect silhouettes, unusual styling define the designer’s collection. Her latest line also presents Indian handlooms and textiles in a new avatar. It also reflects her love for mix and match, “My mind is always jumbled up with thousand of things, so there is a lot of mix and match in the outfits and also the interior of my store. The idea is to put everything together beautifully,” she said.
Varija also makes it a point to understand her customers need, she stated, “The most important thing is to know the pulse of the market, because all body sizes are not the same, someone maybe short, fat, tall or thin. So rather than just sitting in my studio and designing, I try to connect and understand my customer’s requirement”. Her collection is for real women and not just that can be worn on the ramp. It is tailored to the taste of the perfect fashion individualist.
Inspired by her love for fashion, Varija has created a brand that attracts women of all age, shape and size. Even without any formal design training, Varija managed to make her name in the fashion industry. She said, “I always had an inclination towards fashion, but I did not have the technical knowledge. life took a turn and I chose fashion as a career. Though not formally trained, I also teach in about 14 fashion colleges today.”
Varija’s collection has been adorned by various Bollywood celebrities like Jacqueline Fernandes, Asin, Karisma Kapoor and Tanushree Dutta. Apart from her flagship store in Defence Colony, she retails through Noida and 25 multi-designer outlets nationwide.