Varija Bajaj is an artist living out her own experience through her label Varija - which means Lotus in Sanskrit. Known for her kitsch art and heirloom craft… Her statement of fashion is colorful, textured, finely detailed and comfortable clothing. The ‘Indian essence’ is her prime predominance. With a great eye for perfection, she creates ensembles, which are perfect fusions giving her brand an international flavor.
A true patron of this and that look, Varija has mastered the look of folklore peppered with perceptions and silhouettes of today. Her signature fusion style has kitsch influences tailored to the taste of the perfect fashion individualist. Today, apart from her studio in Noida, Varija retails through multi-designer stores in India Aza, Amara and Mogra in Mumbai, Aza in Delhi, Mogra and Collage in Bangalore, Amulet, Studio Saks and Collage Chennai, Elahe and Mebaz in Hyderabad, Chrisalis in Jaipur, Aura in Nagpur. Internationally, Varija has done assignments for Australia, Europe, Middle East and South Africa.
Varija likes to play around with a variety of weaves. She strongly believes that all her creations have to be fabric strong. Use of surface textures and unconventional fabric treatments she adds a new dimension to the overall look of the collection. Surface treatments like crinkling, quilting, multicolored and tone on tone layering, embellished borders, handmade lace, floral embellishments and extensive use of zari, all blended in perfect harmony.
Since her forte is Weddings and Occasion wear she concentrates on Indian detailing with an unusual play of colours. The finest of textiles from the Indian treasure chest like double toned silks, banarsi georgettes and zari brocades are designed in funky feel silhouettes. Overstated bling is blended in rich fabric to create a perfect celebration ensemble. Varija’s signature elements of big tassel, potli, lace and bead form collections featuring Bridal lehengas, Cocktail Gowns, backless cholis, Cocktail saree, corseted blouses and anaarkali suits.
“My collection is all about vibrant colours, young silhouettes and unconventional concepts dressing people in style with an element of fun. They are a collection for real customers and not just the ramp.”
Varija has a lot of joint shows with various brands like Gitanjali Jewels, ASSOCHAM, Diamond Publications etc… besides doing her own shows with different themes to her credit. She runs her label from her studio in Noida and via 25 multi-designer outlets across India. She is a stylist’s delight and her clothes have been picked for a few film sequences and T V shows. She has also been a regular on the various national television channels for celebrity chat shows besides grooming people for the live make over session.
An avid reader she has been a contributing fashion writer for a lot of publications on regular basis apart from her designs being featured in most of the fashion magazines. She is also the brain behind designing the corporate uniform of the COLOUR BAR cosmetics-Modi Group and SKIN SIN shoes in India and is in talking terms with a few more for the same.
Being a successful entrepreneur, she is now a case study in ISB Hyderabad, the most reputed B-schools of the country. She also has lectures given at FMS Delhi and XIC Mumbai to her credit. Very recently she was awarded the Women’s Achiever’s Award in the field of Fashion by Young Environmentalists Programme Trust in Mumbai.