Ritu Kumar believes in moving with the times

Indian designer Ritu Kumar's brand Label is now being sported by celebrities like Mischa Barton and Mel B.

NEW DEHLI: Indian designer Ritu Kumar, whose brand Label is now being sported by celebrities like Mischa Barton and Mel B, says the simple recipe she follows is to move forward in fashion.

“I understand that one has to grow with fashion and not get stagnated with what you like doing. The idea is to present things in a modern and contemporary way. A kurta is no longer a kurta ... you can do so many innovations with it to make it appealing,” Kumar told IANS.

“One has to make the collection peppy and young, keeping in mind the younger generation. But at the same time one shouldn’t forget people who have a taste for elegance,” she said.

Kumar has been designing under the label Ritu Kumar, which comprises traditional Indian attire. In April 2002, she launched her new sub-brand Label, which reflects contemporary trends.

“While I continue to design for my line, Label is mostly taken care of by my son Amrish. Hence you will see we have managed to have a balance in our line,” Kumar explained.

“So even though Label is very much for the younger generation with easy shapes, young styles, well-fitted dresses and interesting tops, yet it touches upon the crafts as well,” she added.

“Our Label brand has an urban, chic image that goes well with western dressing sensibilities.”

The 65-year-old designer has been credited with crafting Indian ready-to-wear clothes from traditional fabrics and using indigenous techniques for haute couture. She has also designed for the late Princess Diana, Jemima Khan, Sushmita Sen, Aishwarya Rai and almost all the winners of the Miss India pageants.

Of late, Kumar has not shown collections under her brand ‘Ritu Kumar’, but the designer is very busy with preparation for a solo fashion show which will be held on October 31.

“It takes time and effort to come up with an authentic Indian line with intricate and detailed art of craftsmanship,” said Kumar.

Apart from apparel, Label is also expanding its accessory line with a colourful collection of bags, wallets, clutches and footwear as well.

“We are trying to expand our brand ... we had tried footwear a few years back, but now we have launched it,” said Kumar.

“All these accessories have their element of craft and it is always fun to update your wardrobe with something different.”

The accessory line displays a versatile range, covering a variety of looks from casual chic to formal cocktail wear.

Published in The Express Tribune, October 6^th, 2010.