In conversation with Adarsh Makharia, on his couture wear label, Osaa by Adarsh, being a modern mood for the digital tribe of brides.

A textile interpreter who has been in the textile space for the last 25 years, Adarsh Makharia weaved a bridal couture dream with Osaa by Adarsh, crafting a symphony of embroideries, appliques, printing and dyeing, and telling stories of India’s rich textile traditions. The label, which has an exclusive studio in Kolkata, and is also available in Ogaan and Aza, is described as “reformed couture”. The dreamy creations are crafted out of silk, tissue, mulberry, and matka.

(Edited excerpts)

What was the idea behind launching Osaa by Adarsh?

Having extensively experienced the workings of the textile space and markets, the idea was to take textiles to the realm of fashion with the right element of contemporary styling. I wanted textiles to represent the spirit of the modern woman at Osaa.

How do you look at the evolution of couture in the last decade?

Earlier, there was only a specific colour and a specific style in ethnic wear. For instance, the Indian audience was very much stuck to the colour red. In the last decade, the audience, having turned more mature and experimental, is ready to embrace change. From pastels to the cut of blouses, there’s a lot on offer in contemporary bridal wear.

Who is the target audience?

Brides-to-be in the age group of 23 to 35 across metropolitan and Tier-II cities. From sisters, to bridesmaids, basically anyone who wants to experiment. Mothers of brides are also our target audience as we specialise in saris. Today, as saris are generally worn on particular occasions they have to be stunning and make a statement, and my clientele represents that growing aspiration.

What do you think is the biggest trend right now?

Social media has opened up a whole new paradigm giving rise to the phenomenon of influencer marketing. Each and every client is playing the role of an influencer. They are everywhere on social media themselves. So, what I personally love today is that the market is wide, and not restricted to a small group of people who are influencing each other and their community. Each and every client is creating the content they want to put out; they are tech-savvy and create engaging and relatable content.