1. NATIONAL INSTITUTE OF FASHION TECHNOLOGY
Department of Fashion Communication | New Delhi
Submitted By: Akanksha Sinha | 2012 - 2016
INDUSTRY
INTERNSHIP
2015
2.
3. Internship Study
Student: Akanksha Sinha
Bachelor of Design
Fashion Communication (2012-2016)
Company Name: Varun Bahl Studio
Industry Mentor: Ms. Priya Randhawa
PR & Marketing Manager
Varun Bahl Studio
E-36, sector-8, Noida, U.P 201301
Internal Mentor: Mr. Vijay Dua
Department of Fashion Communication
NIFT, New Delhi
Copyright 2015, NIFT, Delhi
4.
5. ACKNOWLEDGEMENT
I would like to extend my sincerest gratitude to my industry
mentor, Ms. Priya Randhawa and Varun Bahl office for giving
me the opportunity to contribute in the day to day workings
of the organisation. It was only through their guidance and
support that I was able to utilise my abilities to the fullest.
I would also like to thank Mr. Vijay Dua, for his time and the
thorough guidance that he provided.
This internship study would not have been possible without
their leadership and knowledge.
Akanksha Sinha
Bachelor of Design
Fashion Communication (2012-2016)
9. COMPANY PROFILE
Varun Bahl is niche design label which was started by Varun Bahl, a graduate
of NIFT, Delhi, who is now an ace couturier. Varun Bahl label is a part of Zen
Incorporated, which is an export house with two other brands functioning
under it- Karan Johar+ Varun Bahl and Chiquitita.
Varun Bahl and Karan Johar + Varun Bahl, come under the Varun Bahl Studio.
Varun Bahl is the womenswear couture label and Karan Johar + Varun Bahl is
the menswear couture label which was started by Varun Bahl in collaboration
with the much reputed bollywood director and celebrity Karan Johar.
Blending the classic with the contemporary, coupled with innovative use of
fabrics has made the designer a force to reckon with in the fashion world
It’s been a whirlwind journey for Varun Bahl, right from launching his
eponymous label in 2001 to gaining commercial success with couture and prêt
shows in India and internationally. Bollywood celebrities and other personalities
patronise his brand owing to the classic sensibilities and heirloom-like quality
that his designs offer.
“Designing excites me—knowing that you’re
bringing about a change in people through fashion,
is very exciting. It’s the aesthetics of creativity that
keeps me going,”
-Varun Bahl
10. SCOPE OF WORK
1. Scanning of daily newspapers and
monthly magazines
2. DATA ENTRY
Compilation of contact details collected during
various events attended by the label.
Media List
Celebrity Birthdays
Calendar for events, festivals and awards throughout
the year 2015.
Compilation of links about Varun Bahl
3. Sourcing Requests
4. Photography for media queries and
parts of the Couture Show 2015.
5. GRAPHICS
Social Media posts for Facebook and Instagram
Creatives for various events
11. Photo Editing
Illustration
Creation of logo vectors for Varun Bahl and Karan
Johar+Varun Bahl
Media Coverage Compilation
Look Book for Haute Couture Show 2015
SUKU SUKU Brand creatives
6. CONTENT WRITING
Vogue Wedding Show- Editorial and Content
requirement for the Vogue Wedding Book 2015
Collection Note- Couture Week 2015
Content requirements for Harper’s Bazaar
Editorial Questionnaires and Media Queries
Press Release for Haute Couture Show 2015
Brochure content for AURUM by Varun Bahl
Content for Cocoon Carpet Collection
Content for Bata Presentation
12. 7. RESEARCH
Digital Media & Social Media Content
Quotes (design, gourmet, decor & wedding)
Thorough study of Varun Bahl as a designer and
his aesthetic sensibilities
Couture Week 2015 collection note and name
26. Blending the classic with the contemporary, coupled with innovative use of fabrics has made the designer a force
to reckon with in the fashion world
It’s been a whirlwind journey for Varun Bahl, right from launching his eponymous label in 2001 to gaining
commercial success with couture and prêt shows in India and internationally. “Designing excites me—knowing
that you’re bringing about a change in people through fashion, is very exciting. It’s the aesthetics of creativity that
keeps me going,” he shares. In 2010, he collaborated with filmmaker Karan Johar to launch a menswear prêt label,
which went on to become a commercial success almost instantly. This one-of-a-kind collaboration was created
with the sole intent of offering a bespoke, high-end menswear line.
Bollywood celebrities and other personalities patronise his brand owing to the classic sensibilities and heirloom-
like quality that his designs offer.
One of his recent designs includes the pale pink silk lehenga from the French Floral Story Collection for actress
Pragya Yadav’s wedding to Bollywood film director, Abhishek Kapoor. The outfit was specially designed for her
using floral hand-embroidery along with a net dupatta and a scattered placement embroidered blouse.
Presently, Bahl is working on a foray into the world of interior decor and fine rug designing. He’s also embarking
on a journey towards edible art with a popular international brand.
But, the most exciting news yet is the launch of ‘AURUM by VARUN BAHL,’ a bespoke Weddings & niche occasions
company which launched recently with the showcasing of his latest Couture Collection. Varun Bahl now embarks
on giving the ultimate gold standard in weddings, events and milestone celebrations through ‘AURUM Weddings.’
#TRENDING
Plenty of layering, flairs, long kurtas, shararas and heavy skirts will dominate this wedding season. You can’t go
wrong with trending colours like marsala, gold, ivory, emerald and pale pink for bridal ensembles.
THE INSPIRATION
Bahl’s latest collection uses an innovative play of colour, texturing and handcrafted surface ornamentation, heavily
influenced by the French floral clusters of intertwined flowers. The beauty of these intricate floral clusters is
reminiscent of a magical land of florid beauty; on his unique creations for the French Floral Story Collection, this
motif is coupled with a contemporary twist on classic designs.
THE MASTERPIECE
This handcrafted deep maroon ensemble from couture week 2015 ensures that the bride feels nothing short of
royalty. Taking over a month to put together, this lehenga set boasts intricate floral hand-embroidery done in gold
zari and muqaish work. The delicate detailing and surface ornamentation of the ensemble brings out traditional
bridal shades of deep red and maroon.
THE VARUN BAHL BRIDE IS
A girl, who appreciates classic design. Confident, and glamorous, she believes in the beauty of the intricacies
of Indian craft. “Her preferences in terms of colours, silhouettes and the expectations that she has, are carefully
considered and noted in detail,” Bahl says. The designer feels that understanding other elements of the wedding
such as the theme, location, decor and the nature of the ceremony are crucial to create her dream outfit “that will
make her look and feel special on her wedding day.” He adds: “She’s a traditionalist with a modern outlook.”
VOGUE WEDDING SHOW BOOK
27. AURUM by VARUN BAHL
‘Creativity knows no boundaries’ living true to the statement, Varun Bahl, one of India’s few leading couturiers, has
embarked upon a journey giving the ultimate gold standard in weddings, niche events and milestone celebrations
through ‘AURUM’ by Varun Bahl. AURUM promises you a niche end-to-end bespoke luxury wedding and
occasion solution company.
Gold has forever been a symbol of luxury and classic style. ‘Aurum’ signifies gold and means shining dawn in
Latin, it speaks of grandeur and exuberance . Aurum by Varun Bahl takes gold as a symbol to another dimension.
Catering to the elite clientele who celebrate pinnacle of tailored glamour and class. Aurum, aims at creating an
atmosphere of sophistication and comfort. One can organise and create the most flamboyant events but, it takes
expert understanding of luxury, creativity and design knowledge to turn any dream occasion into a reality. Aurum
by Varun Bahl beautifully adds that extra dimension to your bespoke festivities with precision, love and care. We
strive at creating an experience which not only soothes the eye but also, the insides; with indulgent gourmet, crafted
as a perishable art that must be savoured at the peak of perfection, concept decor done with detailed elegance,
memorable moments captured with our high end experts and interactive experiences that leave impressions of
everlasting gala times, at Aurum we leave no boulevard of your exquisite dream event unattended.
SERVICES
Aurum by Varun Bahl, is a one stop destination for all your luxury wedding and occasions management. We offer
a wide range of services, that takes care of every minute detail that ensures the occasion falls nothing short of
perfect. With food being the most important part of any occasion, we let you choose from an array of sumptuous
gourmet options. We help you select your desired dream locations, conceptualise the theme of the event and
create a breathtaking ambience complimented by beautiful floral arrangements put together by our team of
experts. Paying attention to even the smallest of details, we undertake the designing & execution of customised
occasion communication invitations, gifts and packaging solutions; we also provide high end photography and
video production to capture all those special moments. Ensuring your convenience to the fullest we make travel
arrangements keeping in mind your comfort and ease.
DESTINATION WEDDINGS
Whether you are seeking a romantic destination get-away experience on an island, a royal wedding or a beautiful
city of epic proportions, or the most glamorous, sophisticated and tasteful countryside wedding, Aurum will help
envision and create it for you and turn your dream into a reality. Aurum provides a full complement of services
for clients seeking a destination event. Whether you are looking for a location, or you already have one in mind,
Aurum will provide the management, expertise and peace of mind necessary to ensure that the planning and
organization of your event is seamless and enjoyable.
28. COLLECTION NOTE FOR HAUTE COUTURE 2015
OPTION 1
‘Bouquet de Reves’ meaning ‘bouquet of dreams’, is an exquisite collection designed for haute couture keeping in
mind the contemporary woman and her dreams. She is self-aware, someone who moves internationally and has a
global outlook to fashion and yet finds herself rooted in traditions. It is a beautiful French floral story spun by the
master storyteller of innovative and understated design aesthetics, Varun Bahl.
This exclusive collection is inspired by a woman’s heart and her wonder world in it. Through the collection, the
secrets, dreams and romantic mysticism in a woman has been explored. A woman’s heart is delicate, nurturing,
dreamy, beautiful and yet, bold. The idea is depicted by the use of beautiful ivory, pale pink, pale blue, old rose
and bold hues like black, burgundy, maroon and gold are used to bring out the dazzling duality of a woman’s
individuality. The collection experiments with surface embroidery techniques which are intricate yet simple with
a story to tell. This collection is an experience that transcends the wearer and takes her through a garden of floral
flamboyance, which is refreshing, soft and glamorous. The intricate culmination of floral patterns adds a mystical
quality to couture collection. The handcrafted dream sequence on fabrics makes this couture collection exquisitely
luxurious. The collection has been designed with a sense of sophistication and has been thoroughly experimented
with ; concepts like the jumpsuit sharara and gather gowns are some of the pieces to look out for. The silhouettes
are indo-western which are flowy, heavily draped and also include some timeless classics. This time we witness an
evolution of the signature Varun Bahl saree gown into a gorgeous saree-lehanga which has been tailored for the
bride searching for something unique for herself. The classic sarees and lehangas will also be a part of the couture
collection, treated with contemporary twists. There is a great variety of tailored cuture pieces made in raw silk, net,
georgette, velvet and chanderi that cater women with classic to contemporary prefrences.
The collection with floral vanity breaks free from the mundane symmetry of a woman’s everyday existence and
inspires her to look into the carefully kept corner of her heart and explore the mystical garden of her dreamscapes.
29. OPTION 2
A Varun Bahl woman is a global soul. She is a woman of ambition, passion and strength. She is also someone
who is in sync with who she is and what she wants. She has been around the world and has had an exposure to
the international culture and fashion. What brings her back to India is her traditions, culture and exquisite craft
techniques that are unique to India. Designing couture collection for such a woman, it becomes important to
understand the needs and desires of the contemporary Indian woman who is extremely modern and yet, is rooted
in classics.
Varun Bahl, in his collection ‘Floral Mysticism’, like a master enchanter spins enigma through floral motifs in his
couture pieces. The collection about a woman who escapes into a numinous world and is enchanted by the beauty
she witnesses. She has broken free from the mundane and explores her desires and dreams. The collection is very
feminine and blends beautifully with the fashion sense of a modern woman. The enigmatic world is brought
about by the array of splendid colours like, ivory, pale pink, pale blue, old rose and bold hues like black, burgundy,
maroon and gold. . The collection experiments with surface embroidery techniques which are intricate yet simple
with a story to tell. This collection is an experience that transcends the wearer and takes her through a garden of
floral flamboyance, which is refreshing, soft and glamorous. The magnificence of floral motifs on the fabric create a
sensual and magical sequence, which bring about delicate luxury in the garments. The collection has been designed
with a sense of sophistication and has been thoroughly experimented with; concepts like the jumpsuit sharara and
gather gowns are some of the pieces to look out for. The silhouettes are indo-western which are flowy, heavily
draped and also include some timeless classics. This time we witness an evolution of the signature Varun Bahl
saree gown into a gorgeous saree-lehanga which has been tailored for the bride searching for something unique
for herself. The classic sarees and lehangas will also be a part of the couture collection, treated with contemporary
twists. There is a great variety of tailored couture pieces made in raw silk, net, georgette, velvet and chanderi that
cater women with classic to contemporary prefrences.
The collection with floral vanity breaks free from the mundane symmetry of a woman’s everyday existence and
inspires her to explore the mystical floral garden of desires and dreamscapes.
30. OPTION 3
“I perhaps owe having become a painter to flowers.” – Claude Monet
Flowers have through time immemorial inspired artists across the globe. The magnificence these colour buds
radiate, is enough to send a spectator in a state of wonder. It is moving, awe inspiring and most certainly beautiful.
The floral splendor is nothing short of an enchanting dream. Every flower has unique characteristics and strums
a different chord inside an artist; a different dream is spun with every muse. When these dreams come together
they create a mystical setting of floral vanity which speaks of delicacy, intricacy, elegance and beauty. They create,
‘Bouquet de Reves’ meaning ‘Bouquet of Dreams’.
‘Bouquet de Reves’ is an exquisite collection of haute couture that feels like a floral dream sequence by the master
story teller of innovative and understated design aesthetics, Varun Bahl. Like a master enchanter he has spun
enigma through floral motifs in his couture pieces. Couture 2015 is a wonder world that unfolds itself on a
woman’s beautiful and delicate silhouette. This makes the collection very feminine that blends beautifully with
the fashion sense of a modern woman. Varun Bahl, understands the needs of a contemporary Indian woman,
who is a global soul and yet finds herself rooted in classics. Having this deep rooted understanding, couture 2015
collection caters to a woman who is ambitious, strong and feminine. She is not only someone who is inspired but
also someone who inspires. The collection is an inspirational floral dream sequence that expresses itself on fabric.
The enigmatic world is brought about by the array of splendid colours like, ivory, pale pink, pale blue, old rose and
bold hues like black, burgundy, maroon and gold. The collection experiments with surface embroidery techniques
and surface ornamentation using metallic floral motifs, intricate zari work and pearls, which are intricately done
yet, are simple with a story to tell. This collection is an experience that transcends the wearer and takes her through
a garden of floral flamboyance, which is refreshing, soft and glamorous.
31. Collection Note sent to PR Agencies
Varun Bahl like a master enchanter spins enigma through floral motifs in his couture collection. ‘Bouquet de
Reves’ meaning ‘Bouquet of Dreams’ envisions a woman who escapes into a numinous world and lives the beauty
she witnesses. A Varun Bahl woman is a global soul. She is a woman of ambition, passion and strength. Through
the myriad designs, this collection focuses on enhancing the feminine beauty of that modern woman who revisits
her tradition for a combination of classic and contemporary styles with exquisite craftsmanship.
This enigmatic world is brought about with an array of splendid colours like, ivory, pale pink, pale blue, old rose
and bold hues like black, burgundy, deep maroon and gold. The collection experiments with surface embroidery
techniques which are intricate and painstaking, each with a story to tell. This collection is an experience that
transcends the wearer and takes her through a garden of refreshing, soft and glamorous floral flamboyance. The
magnificence of the motifs on the fabric creates a sensual and magical sequence, which brings out the delicate luxe
factor.
This collection has been designed with a sense of sophistication and has been thoroughly experimented with;
concepts like the jumpsuit sharara, red carpet trousers and gowns are some of the pieces to look out for. The array
of silhouettes are flowy, heavily draped and also include some timeless classics. This time we witness an evolution
of the signature Varun Bahl design of the saree gown into a gorgeous saree-lehanga which has been tailored for the
woman searching for something unique for herself. The classic Indian couture sarees and lehangas will also be a
part of the couture collection, treated with contemporary twists. There is a variety of tailored couture pieces made
in rich fabrics like duchess satin, raw silk, silk net, silk georgette, plush velvets and traditional chanderis. Varun
Bahl’s couture collection encapsulates the mystical beauty of a floral wonderland.
The menswear from Varun Bahl’s Couture Collection is designed for today’s man, and is an eclectic mix with some
concept Couture pieces, Bridal Sherwani’s Bandi’s and more.
32. PRESS RELEASE FOR HAUTE COUTURE 2015
& LAUNCH OF AURUM by VARUN BAHL
Varun Bahl’s Haute Couture Show 2015 and the Grand Launch of
AURUM by Varun Bahl
New Delhi, (Friday, 31st July 2015): Along with the haute couture show 2015, Varun Bahl would be launching
AURUM by Varun Bahl, a niche end-to-end bespoke luxury wedding and occasion solution company.
About AURUM by Varun Bahl:
Varun Bahl, one of India’s few leading couturiers, has embarked upon a journey giving the ultimate gold standard
in weddings, niche events and milestone celebrations through ‘AURUM’ by Varun Bahl.
Gold has forever been a symbol of luxury and classic style. ‘Aurum’ signifies gold and means shining dawn in
Latin, it speaks of grandeur and exuberance . Aurum by Varun Bahl takes gold as a symbol to another dimension.
Catering to the elite clientele who celebrate pinnacle of tailored glamour and class. Aurum, aims at creating an
atmosphere of sophistication and comfort. One can organise and create the most flamboyant events but, it takes
expert understanding of luxury, creativity and design knowledge to turn any dream occasion into a reality. Aurum
by Varun Bahl beautifully adds that extra dimension to your bespoke festivities with precision, love and care.
About the Couture Show:
Varun Bahl’s design expertise has yet again with elegance and sprinkle of dazzling sophistication created a collection
nothing short of a floral dream. Inspired from delicate florals of french gardens, this collection is a boulevard of
handpicked and hand crafted dreams of floral mystics. Colours like pale pink, classic ivory, old rose, powder blue,
maroon and hint of fresh green have been added to give a feeling of a wonderland to the collection. The traditional
silhouettes have been creatively contemporised to give the modern woman of today something to look forward to.
This collection sees Varun Bahl’s signature saree gown evolve into a saree-lehenga, blouses with asymmetrical cuts
and luxurious fabrics. The collection has something for everyone.
The event will be held at a private farmhouse. It will be attended by Varun Bahl’s esteemed clientele as well as
distinguished elites of Delhi’s social circle. The haute couture show will be followed by the launch of Aurum by
Varun Bahl and dinner party.
33. EDITORIAL REQUESTS & MEDIA QUERIES
Explosive Fashion has requested for Varun’s inputs on the following
questions:
1.Varun what was the state of the artisans and weavers of Benaras before this campaign? How was the local artisanal
community doing?
The state of the artisans was in perils, hence the need of the campaign. Lack of business opportunity, less knowledge
about the market and unwillingness of younger generations to take up the craft, pushed the artisan community towards
a slow demise. With the onset of this campaign we are looking forward to the revival of craft and artisans’ life. It is an
opportunity for them to get the business running with improved wages and overall value of the craft.
2.The potential of this campaign is immense—but is the fashion industry getting the broad support of the govt. and
the allied effort of the media and the retailers to promote what the region has to offer?
Fashion Industry has taken up this initiative to uplift the condition of the artisans, we have been funding the initiative.
The textile minister Mr. Santosh Kumar Gangwar and Shaina NC have provided support in terms of connecting
weavers with the designers and retailers. However, government support in terms of funding is absent as of now. Media
support has been immense. Designers and retailers are directly involved with the weavers, nothing is being mass
produced, this also helps in avoiding the middlemen.
3. What sparked your vision to be a part of this campaign?
Weaving is not merely a craft prevalent in India, it is a heritage for our nation. As a designer who is deeply involved
with the artisans it becomes an ethical responsibility to contribute in revival of this rich heritage. Benarsi handlooms
and weaves are known internationally. Since, ancient times quality of Benarsi weaves have been India’s pride. Now,
that it is in a state of losing the status that it had, the need for revival has arisen. These people are not mere handloom
workers, they are artisans, skilled to create beautiful pieces, they must be nurtured along with their art.
4. How do you feel you can help promote the craft and financially empower them?
We can help promote the craft by bringing the craft work into the mainstream market. The artisans can be guided in
terms of market demands and design sensibilities existing in the market. This will help grow business for them. Since,
the designers and retailers are directly involved with the artisans, the middlemen are eliminated. This helps artisans
get proper wage which is worth the efforts put in by the artisan into creating the piece.
We would definitely like to consider long term plans for regularly working with the weaver clusters. This is just a start
and hopefully, in the long run government would support this initiative financially.
5 What can further help drive the growth of design in the region? Are there any challenges you may face?
Further help can drive the growth of design in the region as our creativity and sense of style which is in sync with
today’s sense of style will amalgamate and filter down to the weavers as well. This shall also help bridge a gap that over
34. time due to dated style concepts in design may have limited their appeal and reach of the handcrafted
weaves by these artisans. However, there be challenges in terms of limited resources, time and financial
constraints but, I am sure with time we can overcome them as well.
6. Varun you’re renowned for devotion to intricate technique. Do you feel technique and workman-
ship is appreciated by the today’s generation what with the entry of fast fashion brands? What is
your viewpoint?
Consumption of regular day to day retail goods is much faster however, people do appreciate and
understand the intricacies and the value of hand crafted work and techniques. This will never lose its
value and it cannot be easily replicated.
7. Are there any new projects you are working on?
We are looking forward to create a capsule collection incorporating the Benarsi weaves. The possibilities
of further collaborations are endless and exciting!
35. INPUTS FOR GLOBAL GUJRATI MAGAZINE ON A BRIDESMAID TREND STORY
1. The outfit should not be over bearing or too loud. It should be classy and speak of her own sense of style.
Bridesmaid is the girl one would look out for next so, undressing is not an option for. She should definitely
consider her body type and also, if it is a traditional or western wedding. She can choose to play around with indo
western silhouettes.
2. COLOURS- Pale pink, ivory, powder blue, green with a hint of gold.
3.BRIDESMAID- Something perhaps more simpler yet chic. In such a case, indo-western silhouettes like the
saree gown and the lehanga saree would be ideal for modern women to be wearing in traditional occasions.
4. It is not necessary! One can choose to be experimental and play around with silhouettes and colours. But, it
should not look like an eye sore next to the bride. It is a picture perfect occasion after all!
5. The Saree Gowns and Lehenga Sarees are very modern with a traditional outlook.
6. The right gown has to be the one which is properly drapped, accentuating the your best features.
7. Anything too loud or gordy. Flashy colours, over done embroidery should be something that a brides maid
should avoid.
8. Keep the destination in mind. If the weather is too hot anything too heavy can get very cumbersome.
9. Sangeet- Saree or anarkali
The main Day- Saree gowns, Lehenga or lehanga saree
10. A pear shaped- Something that gives emphasis on the empire waist line. Perhaps an anarkali.
Apple- One should avoid wearing sleeveless or anything that highlights the shoulders.
hour glass- Saree or lehangas
petite- Sarees and saree gowns
Silm atheletic- Lehangas
36. How To Get The Floral Look Right For The Bride
Adorning the silhouette of women, floral patterns and motifs have been in existence from ancient times. Humans
took inspiration from nature and what more gorgeous than flowers. They are delicate, beautiful and with a unique
fragrance much like the bride herself. But, with the changing image of the bride, the dainty delicate bride has
transformed into a bold beautiful and graceful one. For the modern bride, keeping her personal style prevalent in
the outfit she wears has become of the utmost importance. It is no longer an outfit a family member picked up for
the bride; a bride is deeply involved in the creation of the most important outfit of her life. It becomes imperative
for her to get her look right, all eyes are on her after all!
It is important to pick the right floral pattern, for the right body type and for the right occasion. Body type plays a
major role, if the silhouette is petite one can opt for bolder and bigger floral motifs and if one is on the heavier side,
small intricate floral patterns are suited better. Another thing to be very careful with is, what is the piece being paired
with; a heavily done lehenga must be paired with a lighter blouse and vice-versa. Silhouettes can be experimented
with, instead of the traditional saree and lehenga, a bride can go with saree gowns, saree lehanga and even shararas,
with beautiful floral embroidery or sequence work. Choose lightly done outfits for events like sangeet as it ensures
ease of movement however, one can heavily done outfit for the wedding day. It is important not over do the floral
look. Keep it balanced, teaming floral motifs with other patterns. One can choose to breakfree from the traditional
floral patterns by using abstract floral prints and embroideries to give the classic look a contemporary twist!
37. New Indian Express is doing a story on the Benares initiative. The
journalist requested for Varun Bahl’s inputs on the same.
•How did you get associated with the Make In India Benaras Initiative?
The Benaras Initiative is a noble initiative taken up by BJP Maharashtra State Treasurer and leading fashion
designer, Shaina NC along with the fashion fraternity. When I got the opportunity to get associated to a cause so
close to my heart, I immediately decided to become a part of it.
•What were your initial thoughts on the initiative?
•Weaving is not merely a craft prevalent in India, it is a heritage for our nation. As a designer who is deeply
involved with the artisans, it becomes an ethical responsibility to contribute in revival of this rich heritage. Benarsi
handlooms and weaves are known internationally. Since, ancient times the quality of Benarsi weaves have been
India’s pride. Now, that it is in a state of losing the status that it had, the need for revival has arisen. These people
are not mere handloom workers, they are artisans, skilled to create beautiful pieces, they must be nurtured along
with their art.
•Take us through your thought process to create an exclusive line for this initiative? What inspired you?
The process of creating an exclusive capsule collection is still at the conception stage. But, we are definitely looking
forward to create something unique, blending the modern silhouettes and the traditional techniques and giving
the garments a new dimension of luxury.
•What fabrics did you choose?
The fabrics will be indigenous to Benaras.
•Did you visit Benaras also in the course of creating the line?
Yes, it is important to know the ground realities of the place. It helps in understanding the existing conditions and
giving the required direction to the initiative.
•If yes, who all did you meet in Benaras? Kaarigars, weavers, tailors?
We met up with several artisans, kaarigar and weavers. We also paid a visit to various weaver clusters and weavers
service centre to understand the present state of affairs. This also helped in building up relations with the artisans
of Benaras. It is important for them to know us and to be able to trust us with their skills. This initiative will help
bring closer the artisan and the designer.
•How many weavers did you work with?
We are very excited to be working with some Benarisi weaver clusters.
•Have you worked with Benaras textiles before?
Benarsi Textiles cannot be left out by a designer! The sheer quality of the fabric makes it an indispensible fabric
choice when we speak of luxurious and high quality garments.
38. •You have been a veteran in the fashion industry. Do you think the fashion fraternity has done enough to promote
Indian fabrics and crafts? If you, how so?--
As an industry we have always relied on these artisans for the quality of work they produce. We have as an industry
taken up initiative to promote traditional crafts and fabrics. However, the Indian heritage of fabrics and crafts is
so vast and diverse that saying “we have done enough” would not be doing justice to it. We are still to achieve a lot
of milestones in terms of experimentation with traditional techniques and modern technology. This initiative is
one concrete step towards bringing about a formative change in the industry at large. I really hope we are able to
contribute further to the cause and get our traditional handicraft work to the global platform.
39. Harper’s Bazaar BRIDE
INSPIRATION
Flowers have through time immemorial inspired artists across the globe. The magnificence these colour buds
radiate, is enough to send a spectator in a state of wonder. It is moving, awe inspiring and most certainly beautiful.
In the latest collection, beauty of garden floral has been thoroughly explored and experimented with. It is very
fresh, asymmetrical and the colours just bring out a beautiful feeling.
TECHNIQUES
This latest collection heavily experiments with surface embroidery and embellishment techniques. With intricate
grass embroidery and cluster embroidery, the collection is surely breathtaking!
DESIGN SENSIBILITY
Varun Bahl has always experimented with classic Indian silhouettes and fused them beautifully with western
silhouettes dressing the modern Indian woman. This season we see the classic saree gown unfolding itself into a
gorgeous saree lehenga. Signature Varun Bahl colours like pale pink, pale blues and ivories have been reinvented.
INTERESTING NUANCE
The silhouettes although reminiscent of classic Indian dresses have been twisted to breathe new life into them. The
couture pieces are delicate, grand and flamboyant with beautiful surface embellishments and embroidery.
40. Story on Fabric Contrast
1.What is fabric contrast?
Fabric contrast is a technique wherein the surface fabric and the fabric used for embellishment are different. This
technique adds beautiful texture to the garment and gives room for experimentation with surface ornamentation.
2.According to you how experimental are the brides nowadays in terms of choosing their outfit for their wedding
ceremonies?
Brides value their traditions but at the same time they value their individuality. So, they try to choose outfits that
define who they are. This sense of style allows a lot of experimentation with the traditional bridal silhouettes.
3.What are the various fabrics that can be paired up for this technique in bridal wear?
Raw silk, Net, georgette, chiffon, velvet and chanderi are some of the fabrics that can be paired with each other for
bridal wear.
4.Can the technique of fabric contrast be used for the groom’s outfit as well?
Groom’s outfit these days is again something that is heavily experimented with. This technique is used in groom’s
outfit, making the couple’s outfit look completely in sync, complementing the couple.
41. Wedding Affair Magazine- Story on Sharara & Gharara
1.What is the difference between Sharara and Gharara?
Sharara and the gharara are lower garments that are like flared pants. It was a fashion of 18th and 19th century. The
sharara is the bifurcated version that fell straight and looked liked a skirt while the gharara is fitted till somewhere
above the knee or has a band sort of thing and then flared.
2.Tell us about your collection of Sharara and Gharara?
You will not see the typical sharara or gharara silhouettes in the collections. But, the silhouettes have been played
with and contemporized.
3.How trending are these two for the monsoon weddings?
These are extremely trendy for the monsoon weddings. They are an interesting pick to break away from traditional
wedding outfit.
4.Which colours look most flattering in this trend?
Pale pink, maroon and ivory are the gorgeous colours to look out for.
5.What type of embroideries do you suggest when a bride is opting for Sharara and Gharara
A bride can opt for highly intricate traditional zari work or can go for a slightly modern look where there is a play
of texture, embellishments and embroidery on the sharara or gharara.
42. RADIO ONE 94.3- Pointers
1. How has Fashion evolved in India in the past decade?
•Boom in the industry with international brands coming in India and Indian fashion weeks being recognized
globally.
•Indian designers getting invited to showcase their collections in international fashion weeks
•Expanded clientele with international clients
•Onset of Globalisation
•More organized
•Industry is more open to new ideas
•Fashion is going digital
•Sustainability fashion has become an important aspect.
•Tracing evolution through 10 years of Varun Bahl.
2. Are Indians more fashion conscious now?
•Personal appearances matter with increased media coverage.
•Increased self awareness
•Fashion has come on the forefront
•the willingness to spend and indulge has increased
•AtVarunBahl,wecelebratethemodernindependentwoman-areflectionofelegance,avantgarde,nonconformist,
yet rooted in classics.
•The modern man too is fashion conscious so, the label KJ+VB, which focuses on the well to do and stylish man
of today.
3. What does it take to make it in the Fashion industry?
•Artistic sensibility
•Innate ability to look beyond the obvious
•Eye for detail
•Continuously revisiting and reinterpreting relationship with customers
•Dedication and hard work along with deep rooted knowledge about heritage of Indian crafts, design and fashion.
4. Your advice to budding models/designers
•Continuous experimentation
•Staying true to one’s own aesthetic sensibility
•Having a vision
43. TAJ CITY GUIDE
1.Bright colors-
Bright colours are always the perfect pick for summers and monsoon.
2. Asymmetric and short cuts and silhouettes
Asymmetric and short cuts are extremely trendy. The silhouettes are beautiful and feminine but with an edge.
Variations in lengths of tunics and crop tops are big this season.
3. Prints and funky motifs
Contemporized floral motifs, abstract prints and stripes have made their way into the season. Motifs this season
are youthful and classy.
4. Plastic and waterproof fabrics/materials
Windcheaters are a very smart and sporty option to go for this monsoon. If someone wants to keep it slightly
classier, they can go for the trench style windcheater.
49. CONCLUSION
This internship helped me understand my course better,
that how each and every subject is connected and integrated
with ech other. I joined as a PR and marketing intern but, I
contributed to the organisation by doing photography and
graphics work.
It also helped me understand the workings of the fashion and
media industry at large.
It also helped me understand and improve my practical
knowledge of professional ethics and functioning of an
organisation and the code of conduct within it.
It helped me implement my theoretical knowledge into the
practical world giving me an insight into how work is done,
individually and as a team.
