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LABEL NAME: Rutu Neeva (www.facebook.com/rutuneeva)
OWNERS: Rutu Shah & Neeva Sheth, Designers and Co-founders
SC: Your first fashion memory?
Rutu Shah: “Buying my first pair of knee-high leather boots back in the 90s.”
Neeva Shah: “Watching my mother get dressed for a night-out and having a thought of being exactly like her once I grew up.”
SC: What has changed since you first started the label?
RS: “With every collection we curate, our learning is immense. The experience has been extremely enriching and we’ve had a great learning curve over the years.”
NS: “My technical knowledge about bodies to silhouettes has gotten just better!”
SC: You surely have days where you simply illustrate your next new collection, is there a particular woman you sketch on paper?
RS: “I always have a modern Indian woman in mind.”
NS: “I end up sketching the typical Indian hour-glass figure, since it flatters most of our creations.”
SC: You’re in every top magazine and a plethora of celebrities are wearing your clothes, how does it feel being so successful as designers?
RS: “It’s excessively motivating to see people understand your sensibility and appreciate it.”
NS: “It really overwhelms us.”
SC: Colours hold imperative to you, how do you decide on the ones to use? Do you refer to pantone trends?
RS: “The colours we use are primarily based upon the theme of the collection.”
NS: “We don’t refer to pantone trends. We create a mood board for every collection and set the hues and tones accordingly.”
SC: Let us in on some fun facts about your recent collection?
RS: “Our Spring Summer’16 collection is all about bright-candy colors in fun and edgy silhouettes.”
NS: “It’s, hip, edgy and as always- very stylish.”
SC: What do you think is the next big change in Fashion in India?
RS: “Simplistic and clean is definitely the way forward for Indian fashion.”
NS: “Androgynous dressing (combination of masculinity and femininity) is the next big change- it’s not only about power dressing, but also about being it.”
SC: Your social media pages are buzzing with activity, how do you use the tool to expand your base?
RS: “It helps us in connecting with fashion lovers globally and provides us with an amazing platform to put our work out there.”
NS: “Reaching out to a large audience with great amount of ease makes it superlatively convenient for us to communicate our creations through.”
SC: What’s on the horizon for you and Rutu Neeva?
RS & NS: “We’re soon launching our Spring Summer ’16 collection, along with some interesting collaborations!”
HERE ARE OUR PICKS FROM THEIR RECENT COLLECTION: