BRIDAL CONCEPTS 2020
The sustainable growth of fashion has been inextricably linked with the tradition and culture of a community or country. As style statements march forward it proudly carries with it the fragments of heritage and creative nuances of art and handcraft. This paradigm is more beautiful in India than any other country in the world.
The Great Indian Wedding celebrates this remarkable reality and sanctifies the fashion landscape of our country. Awestruck by the vibrant spirit of our festivities, specifically weddings we present ‘Bridal Concepts, 2020’.The collection draws strength from the innumerable local colors of our rich diversity.
The threads of kutch weave the family bonds through the mahendi function in the bride’s ancestral home, whereas the ‘manthrakodi’ of the bride, crafted in pristine quality of silk embodies our signature design and hand-woven by our master weavers in Kancheepuram. Every function, encompassing every piece of our collection enjoys the luxury of exquisite detailing and fashionable storytelling by our ‘karigars ’who have spent days and weeks in creating a masterpiece from Vedhika Design House.
In today’s context, the new age bride is empowered by intelligent elegance and we embrace this philosophy. Nevertheless, the conscious effort of carrying forward the legacy of our textile heritage as mentioned earlier is portrayed in the oeuvre of Bridal Concepts, 2020.
Our muse for the collection is a charming young woman and a rising star, Malavika Jayaram. The other muse is a dynamic entrepreneur, Hannah Mathews. They are joined by a versatile group of models, spanning different age groups. My heart goes out to the cute little Princesses who have done their roles with utmost enthusiasm. The location of the shoot was at the garden of my family home as it marks special relevance to my heart in my personal and professional journey.
Harmonising traditional with avant-garde we have created the collection, where each piece is an heirloom. Presenting the collection with infinite love and abundant prayers for our beautiful brides and their families who are at the threshold of moments that redefine their destinies.