Surendri by Yogesh Chaudhary steps into traditional territory with its first bridal collection, ‘Mithu!’ The designer reinvents the modern South Asian bride this season with his eye for playful motifs and striking color palettes. From Pac-Man to Pisces to the pristine sunflower, his whimsical interpretations of everyday motifs uncover new meanings. With his latest collection, ‘Mithu!’, he takes on the regal cockatoo bird. Continuing his grand experiment with fashion, Chaudhary peels back another layer with this new collection, allowing us to understand his vision more thoroughly. I cannot wait to see what he comes up with next on his eccentric journey within contemporary South Asian fashion.
With sheer paneled pants and unique draping, your wedding inspired line is for the experimental bride. How were you able to find a balance between your love of bold prints and unconventional style with the more traditional flair of an Indian bride?
This collection was carefully thought through, as it was our first foray into a completely Indian range. For Surendri, it’s about the mind space and aesthetic and then comes the occasion based garments. So everything from swimsuits to sarees has to have that Surendri aesthetic imbibed.
If you had to pick just one leading lady, which real life personality epitomizes the Surendri woman and why?
There are so many. I think I could go with Kalki (Koechlin) since for me personality and voice trump everything else.
You emphasize that you design for women of all body types. Why is this important to you and how have you incorporated this philosophy into your designs?
I think the ethos of Surendri is primarily to be a brand that includes all women that share the same bold, carefree and confident personality. It is more about a particular kind of personality rather than a particular body type. Since our clients come in all shapes and sizes, it is imperative for us to keep the clan growing and help our tribe get their dosage of Surendri.
I absolutely loved two of your initial collections, ‘Dip Dip My Sunken Ship’ Summer/Resort 2013 and Miss Pac-In District Winter/Festive 2012. They showcase your incredibly playful side. Where do you think it comes from?
Miss Pac in District was of course a take on my obsession with Pac-Man the video game, which I played for endless hours. Dip Dip was an ode to my sun sign Pisces. So every season comes with a new inspiration, which is usually drawn from a personal experience.
You are known for weaving a strong motif into your designs like the sunflower, or most recently birds. How do you find new ways of reinventing one motif while maintaining intrigue?
The most difficult part about creating designs for a season is staying true to Surendri’s tradition, which is working on a single motif. Narrowing it down to one final motif is the hardest part as there are many ideas running around at the same time. Once that is decided, reinvention is the easier and more fun part. Creating new designs is something that comes naturally to me being a designer.
What is the most challenging part of creating a new line for you?
As mentioned earlier, designing comes so easily to me. But it’s only when deciding on an inspiration that I face some challenges. As a creative person you are constantly inspired and thinking of things to do for the next season. So it is hard in terms of just coming to a stop and freezing on one particular direction for the line to come.
What advice would you give aspiring young designers in the west looking to break into the Indian market?
Relevance is key. Create a product that doesn’t exist already.
If you weren’t a designer, what would you be?
For more about the designer, visit Surendri by Yogesh Chaudhary online. Shop styles from the new Mithu! collection from Surendri by Yogesh Chaudhary below.
All images courtesy of Surendri by Yogesh Chaudhary.