Prriya Awasthy's journey into the fashion industry shares a very special bond with the Kantha style of Kolkata. With no formal training in the biz, she trained herself to realize her passion for designing and began her work in Kolkata. With her first collection Rumours proving to be a hit, she soon ventured into designing prêt with attention on Indo-Western garments and Diffusion. In 1999 her label PRIYA AWASTHY ART FORM
Began supplying to stores like Melange Mumbai, Folio in Bangalore, Espee and Zenon in Kolkata and Elahe in Hyderabad. In 2000, Prriya launched her prêt label, focusing primarily on redefined fusion wear. She recently launched a new label "Priyaa", which caters to the Western wear market.
With her keen business acumen and the ability to interpret artistic themes into modern designs Prriya Awasthy has carved out a nice little niche for herself in the Indian fashion industry. Her name is considered gold when it comes to ornate designs in Silks, Crepes, Georgettes, Chiffons, Satins, Cottons, Woven and Linen and her design style has a definite focus on the overall look, technique, style, fabric, and finish. Beginning from
Rs.1100 onwards Prriya explains her niche market and says that, "My Garments have a price point of prêt, but the look of a diffusion garment. I believe in having fussy cuts and heavily ornate look even for my casual kurtis, so buyers find value for money. "
Through the years Awasthy has returned again and again to her first loves of colors and embellishments and she admits that there is perhaps no material that she ahs not used to offset her creations. From the traditional embroidery ( both conventional and modern), sequins, beads, zari, zardozi, trimmings, lace, crystals and Swavroski, crochet, antique work, badla, chikankari, hand painted, and of course Kantha… the list is endless and Awasthy continues on her unique quest of interpreting traditional richness for the contemporary fashion dressers.
Prriya Awasthy retails from Kimaya, Mogra and Aza (Mumbai), Bangalore, Calcutta, Hyderabad,
Madras, Kimaya and Samsara (New Delhi). She also exports to UK, Dubai, Kuwait, Bahrain, Abu-Dhabi, Qutar, Saudi Arabia, Hong Kong, Singapore, Spain, New York, LA, Florida and South Africa.
Prriya has also found many patrons and admirers in the Mumbai film and television industry with clients like Ameesha Patel, Rani Mukherjee, Rakshanda Khan, Raveena Tandon, Pooja Bedi, Rageshwari, Tara Sharma and Mandira Bedi preferring Awasthy's designs for their eclectic wardrobes.
About Prriya Awasthys Autumn – Winter Collection …
With a sharp focus on branding, styling, fabric, technique and finish Prriya Awasthy has created a label that specializes in interpreting traditional richness in contemporary moulds. A definitive focus on the final look, styling, silhouettes and hues makes each creation unique, ornate and something to cherish for a lifetime. True to the contemporary fashion styles, Awasthy designs painstakingly for women who value the richness and brilliance of traditional styles, hues and embroideries and love to wear modern silhouettes.
This collection reflects all the varying moods of the contemporary woman and moves with graceful ease between timeless and classic
Elegance and a wild sensuality of the modern era. Cool linen and dreamy lurex chiffons blend with sexy satin and royal velvet to create a look that is definitive all-woman and belies casual elegance. The collection also features a distinct emphasis on embellishments both traditional and modern what with shells, mother of pearl, crystals and sequences done in natural colours of beige, nude, white, ivory and champagne.
And then there is the Urban
Gypsy - the wild and ethereal flower child with no inhibitions and no boundaries. The innate innocence and warm inviting sensuality of the gypsy soul is expressed in a vibrant and alive colour palette of red, burgundy, russet, orange, deep purple, yellow and fern green. Another distinctive element of the collection is the ultra chic and contemporary metallic look in wool blends, pure pashmina, rich silks and satin, and velvet which are offset by metallic trimmings and beads, sequences, glass beads and opulent thread embroidery.