Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
2016 - 2018
FASHION
ORIENTATI
SUBMITTED BY
BATHULA MEGHANA [ Roll No 5 ]
SUBMISSION DATE
07-09-2016
SUBMITTED TO
ASSOCIATE PROFESSOR RAKHI PRATAP
INDEX
S.No
PAGE NO
INTRODUCTION
10
BRANDS
11
12
PRODUCTS
10
13
SOURCES OF INSPIRATION
10
14
15
11
16
12
17
INNOVATIONS
12
18
INTERESTING FACTS
12
19
12
20
12
5-9
9
9-10
10-11
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REFERENCES
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RITU KUMAR
INTRODUCTION
Ritu Kumar is one of the foremost designers in the Indian fashion industry
credited with boutique brands such as Ritu Kumar and Ri along with Label
Ritu Kumar which runs under the leadership of her son. She developed a unique
style of her own, reflecting the ancient traditions of Indian craftsmanship in a
contemporary vocabulary. With a background in art history and museology,
which has enriched her horizons, Ritus understanding of ancient designs and the
innovative use of traditional crafts has created a new classicism.
Mrs.Ritu Kumar became the first woman to introduce the boutique culture in
India under the brand name Ritu.
Her work is constantly evolving within an aesthetic which is sophisticated
both in the eastern and western sense, with each of her collections making a
contemporary statement in a fast changing modern India.
The Brand Ritu Kumar has been retailing in Europe and India since 1970s.
AMBITIONS IN LIFE
To be able to continue the research and revival work that has been started in the
craft areas.
Board of Governors
COLLECTIONS
I believe in going deep into the roots of every design to find out its relevance in
the present context. I also try and visualize whether a woman would look elegant
in my designs. Its a lot of hard work. But then this is a very competitive field and
unless you put in that extra efort you will efort you will tag far behind Ritu
Kumar First City, Aug-99
Ritu Kumars forte is traditional Indian clothes that draw heavily on the
textile and embroidery heritage of India and remains classics of their kind.
Her Indo-West fusion wear has all the trappings of blocks prints,
embroidery and craft inputs on a western style.
She has been designing the wardrobes comprising swim-wear, evening
wear, traditional Indian wear casual wear, formal evening gown; of the
winning three Miss Indias for their participation in the International beauty
pageants (Miss Universe, Miss World and Miss India Pacific respectively).
In 2002, Ritu Kumar started her brand Label dealing with her superb
range of designer suits, sarees, lehengas, kurtis, bottoms,
bags catering to the luxury desires of women worldwide.
Her brand Label symbolically represents women who want to transcend
the boundary of the hackneyed fashion experience towards something
more distinctive and unique.
REVIVALIST COLLECTION
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BENARAS BROCADES
Nevertheless, she holds the reputation of being the revivalist, for she has
always kept pace with the dynamic fashion trends, thereby catering to the
changing demands of people while becoming a link between the conventional
and the modern calls of the time.
A legacy of Ritu Kumars world renowned textile revival work, the project
"Varanasi Weaves" was undertaken to re-create the aesthetics of the
weaves once hand loomed in Kashi, which is perhaps the worlds last and only
surviving hand brocading centre.
Our new revivalist collection reinvigorates the colours, soft drape and the
subtle gold embellishments handcrafted on exquisite hand woven fabrics,
saris and lehengas in the royal Indian era.
Dismally in the last 100 years the designs and sensation of the gold and silver
brocading of Benaras have gone through a change diminishing the heritage of
the exclusive Benarasi weaves.
In an efort towards their revival our design studios have been inspired by
vintage fabrics and museum collections and have used looms and the talents
of the designers or Nakshbands of this unique ancient city.
DESIGNER SUITS
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PANCHVASTRA 2012
BRANDS
In 2002, she was joined by her son Amrish and launched a sub brand LABEL
Ritu Kumar. LABEL uses the established forte of traditional Indian design and
converts it into a fashion oriented international product. The brands charter
involves pushing boundaries and forging alliances with design talent across
the world to create a unique, sophisticated product.
This is aimed at the young global Indian woman with a contemporary lifestyle.
LABEL retails from most Ritu Kumar stores as well as some standalone stores.
Today her brand has grown to retail through twenty-seven stores across the
country.
She has pioneered the term fashion in the Indian context and more
importantly has demonstrated that hand-made products can be as profitable
and even more glamorous than those made by machine .
She has been the recipient of numerous awards such as the Indira Gandhi
Priyadarshini Award for her contribution in the field of fashion .
She has been bestowed with the prestigious award of Chevalier des arts et
des lettres (knight of the order of arts and letters) by the French
government. The award is recognition of her contribution to Indian textile
crafts, and traditional techniques.
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Most recently, she was awarded the Achievement Award in 2012 at the Loreal
Paris Femina Womens Awards.
She has also been awarded Padma Shri Award 2013, the country's fourth
highest civilian award for her exceptional and distinguished service in the
field of fashion, textile and craftsmanship.
Over the span of her career, she has been bestowed with many other
honors. She is also one of the founding members of the All India Artisans
and Craft Workers Welfare Association (AIACA) along with four other
renowned Indian fashion brands.
PRODUCTS
SOURCES OF INSPIRATION
Her background in art history and museology has inspired her line of clothing
designs and ensembles. Preferring to work with fabrics like silk, cotton and
leather, Ritu Kumars outfits are stunning in their richness, elegance and
intricacy of embroidery. Her clothes actively reflect the rich embroidery
heritage of India, whether in their motifs, type of stitching or the elements
used in the embroidery.
Her more recent line of clothing caters to the contemporary Indian woman,
her inspiration draws on Indias fashion heritage meeting the changing needs
of the new generation. While Indian prints, embroideries and motifs still
feature heavily in these outfits, the array of silhouettes mingles Western and
Indian styles.
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Her roots and the history of her current empire reflect her investment into
preserving the traditional Indian crafts and respect for the craftsmen who
have been given the knowledge of execution of these crafts.
Her campaign, beautiful hands, encourages the purchase of garments and
accessories that showcase ethnic Indian styles of embroidery.
To go with this campaign, she has started a line of clothing known as The
Revivalist. The premise of this clothing line is to resurrect traditional Indian
crafts and integrate them into mainstream fashion.
The first two craft forms that have been taken up by this designer in
association with grassroots social enterprises are the Kutch and Shibori
forms of embroidery.
The videos catalogue the behind-the-scenes of Ritu Kumars collections i.e.
the people, the processes and the techniques.
She has been working with the craftsmen in Kolkata since the beginning.
Among others, a lot of Ritu Kumars work showcases work and textiles such as
Jamdani and Tangail.
The legacy of the craftsmen and their ancestors interspersed with Ritu
Kumars own legacy are made known through this campaign.
Although Ritu Kumar is almost synonymous with Indian traditional textiles and
fashion, her personal journey in fashion has evolved over the years to meet
the expectations of diferent generations from across the globe.
Her contemporary spin on traditional designs have been smartly incorporated
into silhouettes that are fresh and reinvented with every season.
The styling and textures of her ensembles is creative and appealing to the
style-quotients of consumers from across the globe.
Her contribution towards making Indian ethnic fashion known and consumed
by international clientele is noteworthy.
Her bridal collection is considered a show-stopper on the runway and features
a lot of Zari, Zardozi and other forms of embroidery that make use of this
precious metal.
Under the Ritu Kumar banner, she has designed and sold Indian ethnic wear,
including a selection of customizable garments as well as bridal outfits, such
as suits, sarees, lehengas, kurtis and accessories.
The Label Ritu Kumar Banner however, is a collection of Western silhouettes
featuring traditional Indian embellishments.
To go with the outfits are several modish accessories such as sling bags which
again prominently popularize Indian forms of textile crafts hewn onto leather.
HER MOTIF
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As mentioned earlier, Ritu Kumar was one of the first female Indian designers
credited with bringing boutiques to India along with being the face of
traditional Indian textile craft forms complemented by the atypical Indian
color palette.
For many years, she has designed and dressed the Miss India pageant
winners on international pageant platforms such as Miss Universe, Miss
India and Miss Asia-Pacific. Her ensembles have been worn and admired by
celebrities such as Nargis Fakhri, Lara Dutta, Priyanka Chopra, Dia Mirza and
Aishwarya Rai.
Ritu Kumars International patrons include the late Princess Diana, musician
and singer Anoushka Shankar as well as actress cum model Mischa Barton.
INNOVATIONS
INTERESTING FACTS
Narrating the history of textiles in India, Ritu Kumar published the book
Costumes and Textiles of Royal India in 1999.
Her brand Ritu Kumar has been actively trading in India as well as Europe
since 1970.
By engaging craftsmen from a village near Kolkata, she has been credited
with the resurrection of Zardozi which was a flourishing art during the Mughal
period.
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The completion of the book, The Costumes and Textiles Of Royal India and
tableau, The tree of life, both of which reflected the textile richness of this
country.
There are no shortcuts in any profession. If the job is worth doing, it will take a lot
of sweet and endeavour. Be prepared to not create genious and hope something
will evolve at the end.
REFERENCES
http://www.metromela.com/indian-fashion-designer-ritu-kumar/
http://www.ritukumar.com/profile/
http://en.wikipedia.org/wiki/Ritu_Kumar
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