Defining the new-age bride

Anushree Reddy and Showstopper Shruti Haasan (1)

With showstopper Shruti Haasan at Lakme Fashion Week

In an exclusive to Made To Pleasure, Hyderabad-based designer Anushree Reddy opens up on her doe-eyed, dainty mood board and on the newly proposed runway-to-retail format…
She’s juxtaposed the artisanal bohemia of Portobello Road with Hyderabadi zardozi embroidery. Pinks, yellows, violets and florals have always been an intrinsic part of her design vocabulary and she’s stayed true to her core aesthetic over the seasons.
Who according to you is the new-age bride? 
She wants something not heavily embroidered – she wants her lehenga to do all the talking and let the rest be subdued or she wants a massive dupatta with a very flowy skirt. They want to play it out and not look like chandeliers. None of them want it to be completely embellished.
'Mughal India' Collection by Anushree Reddy for Lakmé Fashion Week Summer Resort 2016 (7)
What’s your take on the newly proposed runway-to-retail format?
We need to plan our production better, say if I’m showcasing my spring summer now and ideally by December, we should be ready with our production plan. Our production is planned way in advance and that tempo is also there. You don’t have to wait three months and it helps the buyers. If you have a collection ready which you can sell to them, bang on. Designers need to get a little bit aggressive in planning that as well.
'Mughal India' Collection by Anushree Reddy for Lakmé Fashion Week Summer Resort 2016 (3)
What inspires you? 
My sourcing trips are what really inspire me. I go off to Charminar all the time and the Falaknuma Palace inspires me too in terms of motifs and so does Delhi, when I’m sourcing fabrics. We mix things up and we have a good set of in-house dyers and we sit with them and come up with all kinds of things. At times, when we want to come up with a dull colour, put it into boiled tea and it gets mildly oxidised, so those are some of the procedures we follow.
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