Jayanti Reddy’s 2021 retail blueprint
The Hindu
Celebrating a decade in fashion, the Hyderabad-based designer reveals what it took to break into the New Delhi market, and plans to foray into the menswear segment
For a name synonymous with bridal couture, what better way to mark a decade in fashion than an event featuring her signature ensembles. Designer Jayanti Reddy — whose handcrafted lehengas have been sported by the likes of Shilpa Shetty, Sonam Kapoor, and Aditi Rao Hydari — has collaborated with wedding planner Devika Narain for a month-long event. At the Jayanti Reddy store at Ambawatta One, Mehrauli, New Delhi, visitors can check out her creations and six installations that highlight the work by weavers and craftspeople.
The display is in tune with the theme ‘Explorations in Identity. Pehchaan. Gurtimpu.’ (identity in Hindi is pehchaan and in Telugu, gurtimpu). With her roots in Hyderabad, Reddy’s couture creations often incorporate the craftsmanship of the Deccan region with that of Banaras.
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