The DNA Of Indian Fashion: Payal Pratap https://ift.tt/MUlyJL8

Payal Pratap Singh is big on two things. Women embracing their own skin and eco-sensitivity. This reflects in her eponymous label Payal Pratap. Rooted in exuberance and encapsulating our rich heritage subtly, her brand captures the essence of the modern Indian woman. With silhouettes that double up as collectibles and everyday essentials simultaneously, her sartorial roster lends ample credibility to her expertise. Here, Payal shares more about her brand.

ELLE: Describe your label in three words.

Payal Pratap Singh (PPS): Real, responsible, relevant.

ELLE: If you could dress a celebrity in your label, who would it be and why?

PPS: Meryl Streep. An amazing talent, a perfectionist in her craft and versatile in myriad roles. She is fiercely passionate, and has used her position to bring awareness and drive positive change.

ELLE: What in your opinion is the biggest problem faced by the fashion industry today?

PPS: As the fashion calendar gets more and more compressed, collections have to be churned out faster than before. Since we base our collections on craft and hand-done techniques as well as handwoven textiles it can become challenging at times.

ELLE: What led to the birth of your premium prêt label, Umbar by Payal Pratap?

PPS: Umbar was created to offer a ready to-wear collection that was accessible and focused on e-commerce. Modern and relaxed with easy, no-fuss silhouettes, and light on the wallet too. We had a lot of fun launching it.

ELLE: What’s the quintessential Payal Pratap clientele like?

PPS: The Payal Pratap woman is modern, open minded and well-travelled. Someone who cares for the environment and is sensitive to issues that affect our society. She is confident, intelligent and sure of herself and her choices. She treads lightly on nature.

ELLE: What does the future look like for brand Payal Pratap?

PPS: There are many things in the pipeline. We are showcasing in the international markets after a long hiatus as things normalise. We are also working on developing an Indian-inspired line for our clients this season. I am also excited to work on some products for the home this year.

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Also read, The DNA Of Indian Fashion: Papa Don’t Preach By Shubhika

from Elle India