With Front Row as a platform, Suri and Swarup aim to hand pick an assorted bunch of international designers and curate their works catering to the Indian woman of today. For their first edition, Front Row is showcasing a bunch of Middle Eastern designers like Essa, Narsahsist, Madiso, Amira Haroon, Anaya Collection and Hema Kaul from cities like Dubai, Morocco, Lebanon and other parts of the UAE at multi-designer store Atosa in Khar, Mumbai.
At the exhibition we caught up with Rujuta Swarup and Kalindi Malia-Suri…
BB: What was the idea behind curating Middle Eastern designers for your first edition?
FR: The Middle East has a wonderful array of designers who have been all over the world showcasing their collection and their talent has been appreciated. In recent times there has been a huge transformation in the consumer lifestyle in India. The Indian shopper wants everything up to trend in their wardrobe. Globalization has led the entire world to become a single market so it was only about time for the Middle East to enter the Indian market.
BB: What makes you pick these labels in particular?
FR: We wanted to approach celebrated designers who have a distinct identity.
Essa, is a master of neoprene designs, Amira Haroon explores the Art Nouveau period with pieces incorporating metallic tweeds, bird motifs and vintage Asian gold lacquer box style chinoiserie, Hema Kaul’s collection has a strong Japanese influence using structured silhouettes, Anaya Collection’s feminine silhouettes have a touch of vintage, Narsahsist is bringing a collection fusing with one-of-a-kind hand-painted pieces and Madiso’s jewellery involves organic shapes on silk fabric.
BB: Which are your favourite pieces from this collection?
FR: Amira’s gold lacquer coated organza dress, Anaya’s crop top and wide pants, Essa’s neoprene cocktail dress, Hema’s wine lace top with the mint green skirt, Madiso’s jewelled cuff and Narsahsist’s sack dress to name a few.
BB: What is the USP of this collection?
FR: The USP of this collection is it bridges the gap between Zara and Valentino!
BB: What is next on the horizon for Front Row?
FR: Absolutely! We are a global company with global ambitions. Our main objective is to introduce talented, creative and unique designers internationally to new territories and to bring them closer to our audience so they can have The Front Row experience.
The Middle Eastern Edition is on display October 30 - November 7 at Atosa, Aman Villa, Anand Vihar Co-Op Society, 20th Road, Khar (W), Mumbai on October 30, 2015, from 11 am to 8 pm.