Whimsical, dramatic and metallic, designer Jayanti Reddy’s label is inspired by elements of surprise, newness and reimagining Indian traditions to create looks that are entirely modern.
Born and raised in Hyderabad, the self-taught designer uses weaves like chanderi, organzas and pure silks. The designer completed her bachelors in Business administration and marketing in Ohio and to pursue her passion for clothes and colour, launched her label in 2012.
Her label sources the finest fabrics and craftsmanship from across the country, thereby reviving impeccable and immaculate textile skills. The designer’s expertise lies in mixing contemporary design aesthetics with a traditional touch, which is most favoured amongst her clientele. Her collections feature silhouettes, which are relatively conservative, that concentrate more on color, pattern and rich fabrics, deep hues like smoky grey, rich mustards and striking blacks that will help you make an instant statement.
Her creation epitomises an elegant and relatively understated sense of style with a strong emphasis on naturally dyed, hand woven textiles that are embellished with intricate hand embroidery. The result is a classical and intensely personal fashion statement. The label’s casual wear in sleek signature style, and its opulent formal and festive collections are both characterized by the sense of craftsmanship, style and creativity that is quintessentially Jayanti Reddy.