Banarasi weave interpretation is loved by South brides, for Jayanti Reddy Hyderabad has become a nerve center for couture.
By Asmitaa Aggaarwal
She comes from the city of pearls, and Hyderabadi elegance, known for her love for Birdi craft that she resuscitated, but in the last 13 years in fashion Jayanti Reddy, may have studied business in US, but at heart she knows couture is her first love. “I was doing one off pieces, heavily embellished for a select clientele, we mixed interesting shapes with comfort. Though the focus has been jewel tones and pastels, with a smattering of gold,” says Reddy.
In these years there have been many inspirations—travel to textile art, even using leftover scraps patching them together to create new fabrics. Or woven panels with zardosi threadwork, made into slimmer skirts; new interpretation of Banaras with lighter more gossamer touches. “The lehenga choli is obsolete, it is now the Sharara and peplum with two sheer duppattas, and trail,” she explains.
The South has become a hub for brides, the market is booming, it offers originality, variety as well as fantasy, for her Banarasi weaves are best sellers. “Capes, jackets to corsets offer a third dimension, and weddings are a mix of cultures. There is no set template of what will work, we need to keep evolving as brides do and frankly Bollywood wearing a Jayanti Reddy creates enormous awareness,” she concludes.