It takes thinking beyond the conventional margins to build an inclusive brand, and that’s exactly what Prathyusha Garimella, Creative Head and Founder of label Prathyusha Garimella, has been doing for years. She grew up in a supportive family that let her explore the different areas of her interests. “This helped me push my creative boundaries and be unafraid of taking risks.” Although Garimella had a keen eye for design and fashion since childhood, she never thought of pursuing it. Instead, she went the conventional way; after finishing her masters in the UK, she joined her father’s business, an LED manufacturing company. However, she soon realised that she wasn’t cut out for the job and that her interests lay elsewhere. “Since fashion had always been on my mind, I decided to take some time off and try my hand at designing,” she recalls. Her very first capsule collection was a hit, and there has been no looking back after that.
Hina Khan wearing a brand Prathyusha Garimella creation | Image: Instagram
Ask her about her success mantra, and she reveals that it was all about the right timing in her case. “I entered the fashion industry at a time when there was a demand for fresh ideas and talent. People’s fashion sensibilities were changing; they were willing to push fashion boundaries and experiment. Their choice of clothes was no longer dictated by brand names. This, in turn, opened up opportunities for newer designers like me,” she explains.
It’s been eight years now, and the trailblazer still enjoys doing what she does best. “Seeing a bride dressed up in an outfit that my team has painstakingly created brings me immense joy,” she quips. However, like with every profession, designing, too, has its cons. Garimella shares that a major problem in this field is the never-ending battle to prevent a design from being copied.
The talented designer shares that, like most businesses, they, too, had to improvise and create flexible work hours and schedules during the lockdowns. “It is challenging, as designing is a hands-on job but, fortunately, it’s worked out beautifully. We are also cutting back on exhibitions, and solidifying and expanding our presence more in e-commerce,” she ends with a smile.
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