Designer Namrata Joshipura has created a line that shows the duality of a technology-driven society
Inspired by usual things like music, lyrics and nature, designer Namrata Joshipura is a marathon-runner of time, reinterpreting fads with her own unique viewpoint.
The designer’s collection for the Amazon Fashion week focussed on the now with regard to our immediate environment and is aptly called NOW. The design aesthetics are contemporary. “I was drawn to technology, not for the sake of it but for exploring human connections with the digital world.”
Though technology has made it easier for humans to connect anywhere with anyone, the designer is of the opinion that it is important to detach ourselves from our phones and share a conversation with one another. Joshipura has found her muse in this duality.
“I have picked up elements that fascinate me about technology. We are so driven by numbers and data that we overlook the human aspect of our entire existence, what we are doing and why are we here on this planet,” she says.
As models sashay down the ramps wearing her collection, the big screen will be awash with a number of digital and tech images. While the clothes are a reflection of femininity, sensuality and strength, they will also have hints of their connectedness with the mechanised world around us.
With a variety of fabrics like silk, tulle, silk organza, she has introduced little jersey to give the clothes a bit of flicker. “If I had used natural fabrics, the feel of technology wouldn’t have been communicated to the audience.”
The silhouettes will be dresses, evening gowns, red carpet looks, jumpsuits and short dresses with a lot of textured embellishments. In my imagination, when I think about technology, high band wires and powerful microchips pop up. I see a whole lot of textures, connectivity and layers which I have tried to transfer into fashion and clothing.”
In terms of embellishments, a lot of interesting shapes of sequins will be used, ranging from frosted pink to bright electric blue and magenta with timeless black and grey. “The colour palette is kept sober for the embellishments to stand out.”
Fashion is a challenging space. Unlike a 9 to 5 job, being a designer is demanding.
“It is not like I can come to work, do my bit and be done for the day. Besides, I have to manage people and the factory along with being a mother and a wife. Every working women has to play multiple roles but the challenges are a bit more when one is a designer.”
Without any defined timings, it is the innate passion that keeps her going. “I have never viewed my job as work. I immensely enjoy and look forward to creating new collections.”
To balance the pressure, Joshipura takes care of other obsessions she has built outside her workspace. Running is her ultimate outlet.
After fashion shows, most designers take a vacation to rejuvenate and replenish themselves. “One goes through so much mental and physical labour, thinking and creating, that one needs to hit the snooze button. It is important to decompress and have a sort of design and fashion detox because there is so much interaction with buyers, press, the event organisers, models and selection of music that one needs to delete it all and come back with a fresher mind to start the next season. To be relevant, you have to be innovative.”