Prriya Awasthys 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 Prriya 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. 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. 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.
With a sharp focus on branding, styling, fabric, technique and finish she 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, she designs painstakingly for women who value the richness and brilliance of traditional styles, hues and embroideries and love to wear modern silhouettes.
