Rajamahal Palace, Jaipur, comes alive as Dolly J celebrates the inner strength of a modern woman
By Asmita Aggarwal
Can you tell us a bit about your collection in terms of colour story, silhouette and inspiration?
The entire collection is suspended between dream and reality. Elaborate yet functional bridal ensembles have been created, keeping the new normal in mind. Intricate hand crafted embroidery from silver and gold threads take prominence. Contemporary silhouettes have been infused with traditional, hand-crafted textiles and embroideries a perfect blend created for our Indian brides. Couture 2020 collection is like a poem, where hope is nurtured in its flower the Gulenaar. Our collection is about the beauty of a woman that is drawn from her inner strength and hope. She does not need any validation and has her own dreams and fantasies.
How is this line, in keeping with the demands, during Covid has trousseau gone simpler?
The weddings, for the time being, may have become simpler, but the trousseau for the bride remains opulent and rich. Thus, each design in our collection is singular in their exquisiteness. Intricate work of silver and gold threads, have taken prominence in the entire collection. I believe exquisite Chikankari are pieces of art and a must for any bride.
Where did you shoot the film, how was the experience going digital? Did you find it challenging?
The digital format is generating a significant excitement about the potential of this emerging medium. We have shot the fashion film at Rajamahal Palace, Jaipur, to portray understated luxury juxtaposed between dreams and reality. Yes, it was challenging because this time you were not only presenting your couture line, but had to present it in a medium, which would hold the attention of the viewer and keep them engrossed for those 5-10 minutes.
What do you think brides want today and how has that changed over the past five months?
Weddings have become a more intimate affair with only the close family members being invited. In this scenario, our brides are looking for luxury that is functional and practical. We have specially developed a new luxurious fabric which is organza with jacquard, its a very striking and sure to make the bride stand out in the crowd.
What would you count as your biggest strength, which is why you have been valued by so many customers?
Our strength has been the willingness to evolve so that we create something new every time, yet keeping in mind, our traditional handicrafts, textiles and embroidery techniques.