Filed under : Designers, Fashion Choreographers, Interviews

17 March 2011

8 comments

Yogitha Ramamoorthy, The Craft Of Sarees!

Sheer beauty of a woman is best showcased with the sexy drape called saree. Yogitha Ramamoorthy, a Bangalore based fashion designer is known for her stunning style quotient in designing sarees the elegant way. Serenity, grace and beauty are showcased the best way in her designs.

Yogitha lives by the quote, “Every job is a self portrait of the person who does it. Autograph your work with excellence.” True excellence is that you would witness in her collection.

How and when did u realize that fashion is your cup of tea?

I always liked fashion! Nevertheless coming from a conservative background, it was tough for me to break open the barriers. Fashion industry was considered to be too way off in our community. Only after completing my graduation in English, I was allowed to get into fashion. My parents realized that I was quite enthusiastic about it and finally allowed me to pursue my passion, for which I am really grateful. After that, there is no turning back. And today, my family is proud of who I am!

Please tell our readers about your label and collection?

My label is named ‘FaYo,’ – taking the initials of ‘Fa’ from fashions and ‘Yo’ from Yogitha, basically an acronym for ‘Fashions of Yogitha!’ I started it just a year back and response is tremendous! My inspiration comes from the rich Indian heritage of fine designing and detailing.

My collection is based on classic and exquisite pieces that are entirely hand woven items, made without the assistance of any mechanical device! The motifs are generally in vibrant and rich hues! My characteristic style is the fusion of ethnic work with futuristic trends, to achieve a look that is unique and contemporary yet deeply rooted in Indian craft. I love working with handloom and natural fabrics. I believe that my forte lies in expressing complex designs in simplest ways.

When most of the designers are going behind indo – western or western garment making, what made you choose designer sarees?

Saree is one such ensemble that would make any ordinary woman look like a diva! It fits women of all sizes and ages equally well. Moreover, it’s no more just a traditional attire; the sari has now made its transition to the contemporary wear for the contemporary lady. In fact it has become an essential part of one’s wardrobe. In addition, saris have become a hot favorite with the western women too! I even have foreign ladies ordering my saris! However, I have not limited myself to saris! I do make kurtis and salwars and extended into making handmade bags as well! But, it all revolves around Indian ethnicity and prefer to stick to it.

How do you evaluate Bangalore as a fashion city?

Bangalore is sure a fashionable city. People here do give a lot of importance to dressing. In addition, they are quite open to experimenting. I have seen girls trying out new trends and they even carry it off with ease. Fashion events happening in every nook and corner is yet another proof.

What are your achievements in this field so far?

I have worked on numerous projects of fashion forecasting and creative conceptualization both nationally and internationally and my clients are all over the world. I have also had the privilege of designing for some renowned celebrities like Suhashini Maniratnam, wife of the legendary director Dr. Mani Ratnam. Till date I have done hundreds of fashion events that include the international fashion weeks as well. Taj Group of Hotels, Accenture, Duetches, Big Bazaar, Malayalam Manorama, Esprit, Schwarzkopf etc are some of my celebrated clients that I have worked with.

You are an all rounder in fashion. Apart being a designer, you are also a fashion choreographer and a fashion writer. Could you please share with us your expertise in these fields and which one appeals to you the most?

Fashion choreography is something we have been doing from college days. We used to choreograph are own shows and that continues till date. I love to maneuver shows – it’s fun, exciting and what’s more is that your creative power is unleashed.

Being a literature student, reading and writing has always been a part of me. Thus I got into fashion writing as well. I do write for fashion magazines, newspapers, literary journals and online fashion portals. I have also written a complete book on ‘Fashion & Styling,’ that is awaiting publication. Each one has its own appeal and fun in its own way.

How do you compare Indian fashion with world fashion?

Indian fashion is catching up immensely. The designers here are making a mark globally. There has been a drastic improvement in the past couple of years and I am sure it’s bound to get even better in the years to come. In short, the Indian fashion scenario is quite promising.

Do you have any favourite saree print or design? Please tell our readers about that.

Every design is like my baby! I don’t think I can differentiate between my designs. Some take ages to make, few are more about trial and error, however the end result is the same – I love it all!

You have had the chance to design sarees for the beauty pageant – Miss. Queen of India, 2011. Could you please share your experience?

It was a wonderful experience indeed and I thoroughly enjoyed every minute of it. I am particularly impressed with the determination and will power of today’s generation – the way each girl wanted to win the crown badly was an experience in itself.

What is your piece of advice to the upcoming talents in fashion?

Fashion is a competitive field -failures and set backs are bound to come our way. The key is to learn from the mistakes and move forward. Just stay focused and never give up, no matter what!

What are your upcoming projects or future plans?

I would like to take on the Indian craft globally. Indian fibers, embroidery and fabrics are known throughout the world for its magnificence and splendor. It’s unique, exceptional and one of its kind. We can do wonder with the resources available here. My motive is to work on these natural fibers and take it in a big way both nationally and globally. Considering aspects like global warming, I feel designers have a major role in promoting eco friendly fashion too.

Rapid Fire:

Favorite designer: Ritu Kumar and Alexander Mcqueen.

One show you would love to do: Miami International Fashion Week

Bangalore Fashion Week (BFW): Will happen soon!

Your dream show stopper: Angelina Jolie

Favorite color: Black – ‘Black’ is always fashionable in fashion.

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8 Comments

  1. karthik says:

    hi yogitha ur great ……………….bcoz in our community nobody like u

  2. sumi says:

    wow..yogitha..ur very talented..n u really did break open the barrier for the next generation.am really proud that i got to know u..keep rocking gal..WISH U GOOD LUCK n GOD BLESS U..

  3. Kausi says:

    Hey girl…
    Am proud of you. And surely very happy for you.
    🙂

  4. Bono says:

    hey Yogi, feels gr8 to c u succeed, proud of u and even more proud to be ur friend…keep rocking..

  5. Divakar says:

    All the very best for a great future ahead!

  6. arun says:

    hi yogathia,

    iam arun from Tamil Nadu we are have boutiquit shop for exclusive sarees and salwar. we like to promot your designs also in our shop, so kindly revert your reply asap possible.

    regards,

    arun
    08585889500
    arun@apparelcraft.com

  7. Natural fiber in Bangalore are very attractive and are best suited for the handicraft designs and products

  8. I like what you guys tend to be up too. This sort of clever work and reporting!
    Keep up the terrific works guys I’ve incorporated you guys to our blogroll.

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