New Delhi, Oct 5 (IANS) They have designed clothes, accessories, towels and table covers, and now a line of stylish stationery has caught the fancy of designer duo Hemant and Nandita. The idea is to go beyond the realm of apparel design and establish their brand in the lifestyle space.
“As designers, we keep on trying different things. We tried doing bags, printed towels, table covers and cushions. Internationally, a lot of designers are also not restricted to just one thing but doing many things. The same thing is happening here in India,” Nandita told IANS.
“We might do stationery in days to come as we want to create a brand where one can find everything under one roof and in every price bracket,” added the designer, who has also lent her creativity to beachwear and kidswear in the past.
Nandita said they would soon start promoting their brand’s kidswear offerings.
“This is our third season in kidswear, but we are not promoting. We will do it very soon,” she added.
The designer duo began their journey together in the fashion industry in the year 2004 when they launched their label Hemant-Nandita. Their forte lies in an array of prints developed by fusing various traditional and contemporary elements.
Initially, they catered to the customers through their ethnic Indian line, but now Nandita says they are focussed on western line completely.
“We also did Indian wear initially, but we had to stop because we got very good response for western wear. It’s not that our Indian wear doesn’t sell, but we could not focus on it very much,” she said.
Even though their collection is western, Hemant and Nandita keep finding inspiration from within India.
“We try and take inspiration from different parts of India. Earlier we used to go to different places internationally to take inspiration, but right now it’s just India and exploring India,” said Nandita, whose latest fall/winter collection 2015 titled Boho Caravan is inspired by Kashmir.
While bringing an aesthetic that balances the Indian ethos and western sensibility, Boho Caravan offers a wide range of silhouette preferences which provide much more ease and comfort in terms of wearability and variety.
Addition of the accessories to the collection is a whole new direction on taking the bohemian appeal a step further.