Among the hoard of fashion designers whose claim to fame are the wacky outfits who never see the light of the day beyond skinny models strutting them at the runway, there also exist a few names who have been able to carve a niche for them in a nascent tenure , with their ever elegant and charming designs.
A look at her collection and you certainly know that designer Shruti Shah belongs to the one such bandwagon that boasts of sophistication and utmost style at its very behest.
A product of the Raffles Design International, she began her career by working with a list of designers and launched her own brand ‘filigree’ in the year 2010.
The brand got just the right kick-start with an array of ventures and shows and is being touted as the next big name on the fashion circuit, with her designs managing the centre stage at the Bangalore Fashion week in the year 2011.
The collection purely strikes a chord between the ethnic Indian wear and contemporary western attires. Shruti uses fusion as a medium to amicably blend the two looks and the final product is an epitome of elegance and finesse.
The designs include a vast range of anarkali Kurtas, a variety of tunics in different sizes, dresses with a contemporary feel yet a hidden touch of heritage.
The USP of her collection is the interplay of bold colours that keeps monotony at bay, she often uses a great deal of fuchsia, reds, shocking pinks, browns and even blacks and the fact that most of her designs are carved out of pure fabrics such as georgette, chiffon and raw silk among others.
What adds wear ability to these designs is the fact that they are not just meant for size zero women, the patterns are very well crafted to suit different body types with silhouettes that flatter every shape. Shruti has a flagship store in Mumbai and a two other stores in Ahmedabad and Pune. Her designs are also sold at upmarket stores like Fuel.