With design DNA made up of rich craftsmanship, handwoven textiles, and impeccable weaving, Osaa by Adarsh has mastered the art of capturing the brilliance of Indian wedding couture. Read along as Adarsh Makharia, the master couturier, delves into his journey in the ever-evolving industry, all while keeping the brand’s signature elements intact.
FL: What has been the most rewarding experience so far in your journey as a designer?
AM: The most rewarding experience for me as a designer is each bride’s emotions and connection when she wears one of our lehengas for her special day. Watching her joy and seeing her aspiration fulfilled, the mothers getting teary-eyed – these moments are the most humbling and rewarding of all.
FL: How do you incorporate contemporary elements into your designs while staying true to traditional craftsmanship?
AM: I believe all crafts need to be reinterpreted to stay relevant. The incorporation of contemporary motifs, signature palettes, and silhouettes makes it modern. However, I try to keep the techniques and craftsmanship as traditionally authentic as possible.
FL: What are the key elements you focus on when designing bridal attire?
AM: When designing bridal wear, I focus primarily on creating a synergy between the traditional and contemporary. I create an interplay between motifs, colours, and techniques so that the outfit connects with both the modern bride and the tradition of the occasion.
FL: How do you ensure a personalised experience for each bride while maintaining the label’s signature style?
AM: Each bride is unique, and I believe in letting that shine through. The right shade of a particular hue that will complement her, the correct pattern or cut for her, and different draping styles of the dupatta – we customise these for each bride whilst being true to the brand aesthetic.
FL: How do you envision the future of the bridal couture market, and what trends do you foresee shaping the industry in the coming years?
AM: I think the most significant trend of the future bridal couture market will be moving away from perceived trends. It will be about the unique choices of the bride based on who she is, what she feels most comfortable in, and what colour she wants to wear rather than what she is expected to wear. Comfort is an essential factor as most brides now want to not only look exceptional but also enjoy their day to the fullest.
FL: Can you give us a glimpse into what’s next for Osaa by Adarsh? Any future projects you’re particularly excited about?
AM: As for what’s next for the brand,I am looking to expand our retail footprint and open more flagship stores in India. Also, we are excited about our upcoming exclusive bridal trunk shows in key international cities.