Known for her dreamy and ethereal gowns, Prathyusha Garimella has created quite a name for herself since launching in 2012. The Hyderabad based designer has a way with making a bride feel like royalty in the flowing gowns she creates. With a mix of eastern embroidery like zardozi and gota patti and western silhouettes like capes and crop tops, her designs effuse modern simplicity and elegance. The self-taught designer opens up about her designs, her style and her hometown of Hyderabad.
What defines your brand philosophy with regards to style?
My line is a contemporary take on traditional Indian wear. I try to create pieces that reflect my own personal aesthetic — outfits that evoke effortless elegance in softer hues.
You launched your collection in Hyderabad. Can you describe the fashion scene there?
The fashion scene in Hyderabad has changed exponentially in the past few years. Earlier, people were more conservative and conventional in their choices. But now, there’s more exposure and awareness of the global fashion scene. People are ready to experiment with their choices and develop their own personal style. There are a lot of talented young upcoming designers in this city and we all help each other out. It feels nice to be able to contribute and be a part of it.
Your designs are described as having a “royal allure”. Are there any particular royal style icons present or historical that you look to as muses?
I don’t have a royal muse per say, but I do admire Olivia Palermo for her flawless personal style. She is always so well put together!
Having lived in Hyderabad, I would like to think my clothes have a touch of the Nizami influence. I like to use lighter modern designs of zardozi, gota pati, etc. There is such an abundant amount of talented artisans in this city; it would be a shame to not maximize their potential.
As a self-taught designer, what are your best lessons from learning on your own?
Since I’m completely self-taught, it took me time to learn and absorb all the different aspects and nuances of the fashion industry. But slowly and surely with all the right help, I crossed that bridge and now I feel I’m in a more comfortable space. Though, not a single day goes by when I don’t learn something new. It’s an ongoing process!
Can you illustrate your style, both work and personal?
When I’m working I just want to wear something I’m super comfortable in. Usually that means simple T-shirts and shorts. You will see me in either uber casual or ultra glam mode. My personal style tends to operate between extremes that way!
You are a master of ethereal embroidered gowns and capes. Do you have any plans to design a more casual western wear collection in the vein of your everyday personal style?
Not at this point in time. I’m enjoying what I do currently. I enjoy the creative process with Indian wear; there is so much inspiration for it all around.
You have said that your pieces are versatile and can be mixed and matched to create unique looks. How have you seen your designs styled in alternative ways that have impressed you?
Among my pieces, the crop tops seems to have the most versatility. I have seen my tops paired with everything from sarees to lehenga skirts to midi skirts.
What is your fashion fetish?
Unlike most girls, surprisingly, I’m not that into shoes. But I am more into handbags. I like collecting classics.
Are there any trends you would avoid at any cost?
I’m not a big fan of marsala and don’t see myself incorporating that color in my collection, as I feel it doesn’t do much for the Indian skin tone.
As a bridal wear designer, you know weddings. Is there a particular venue that you adore for the picture perfect fairytale wedding?
India is a beautiful country and there is no shortage of breathtaking locations. Some of my favorite venues are the Taj Lake Palace Hotel in Udaipur and Umaid Bhawan in Jodhpur. They are truly fairytale like and beautiful.
All images courtesy of Prathyusha Garimella. Photographs by Kalyan Yasaswi from team- stories by Joseph Radhik.