17:17 by Simmi Saboo made an unforgettable mark at Lakme Fashion Week in partnership with FDCI, held in Delhi, with the highly anticipated launch of its latest collection, ‘Zooni’. The collection, a celebration of the rich cultural heritage of Kashmir, was a visual spectacle that masterfully combined traditional craftsmanship with contemporary design, leaving fashion enthusiasts captivated by its beauty and sophistication.
Here is what she had to say about her collection and the heritage:
Q. What was the inspiration behind the ‘Zooni’ collection, and how did you connect the concept to Kashmiri culture and heritage?Answer: The inspiration for the ‘Zooni’ collection stems from the rich heritage of Kashmir, particularly its vibrant floral motifs and intricate craftsmanship. I aimed to capture the essence of Kashmiri art and nature’s beauty, reflecting the region’s cultural richness while creating pieces that resonate with contemporary fashion.
Q. How did you balance the traditional elements of Kashmiri craftsmanship with contemporary design aesthetics in the ‘Zooni’ collection?
Answer: I balanced traditional craftsmanship with modern aesthetics by thoughtfully integrating Kashmiri embroidery and prints into contemporary silhouettes. This involved collaborating closely with skilled artisans to ensure authenticity while experimenting with cuts, fabrics, and styling that appeal to today’s fashion sensibilities.
Q. Can you elaborate on the specific techniques and materials used in the embroidery and digital floral prints featured in the collection?
Answer: The collection features hand-embroidery techniques like Zardosi and Aari work, which showcase the intricate detailing characteristic of Kashmiri craftsmanship. Additionally, we employed digital printing for floral patterns, allowing for vibrant colors and detailed designs that blend seamlessly with the embroidery, enhancing the overall visual impact.
Q. What were the challenges you faced in incorporating traditional Kashmiri prints into modern silhouettes, and how did you overcome them?
Answer: One of the main challenges was ensuring that traditional prints did not overwhelm contemporary silhouettes. To overcome this, I focused on creating balance—selecting prints that complement the modern cuts without overpowering them. Rigorous prototyping and feedback from wearers also helped refine the designs.
Q. How did you ensure that the ‘Zooni’ collection remains relevant to today’s fashion-conscious individuals while staying true to its cultural roots?
Answer: I prioritised versatility and wearability in the ‘Zooni’ collection, allowing for easy styling across various occasions. By infusing modern color palettes and silhouettes while highlighting Kashmiri heritage, I created pieces that resonate with a broad audience, ensuring cultural relevance and contemporary appeal.
Including Design Philosophy And Process
Q. What is your overall design philosophy, and how does it influence your work?
Answer: My design philosophy revolves around storytelling through fashion, where each piece embodies cultural narratives and personal experiences. This approach influences every aspect of my work, from material selection to the final silhouette, ensuring that each collection is meaningful and impact.
Q. Can you describe your design process, from concept development to final execution?
Answers: The design process begins with research and inspiration gathering, followed by sketching and conceptualising ideas. After selecting materials and techniques, I create prototypes, refining them based on feedback before final production. This iterative process ensures that each piece meets quality and aesthetic standards.
Q. How do you stay updated on the latest trends and innovations in the fashion industry, and how do you incorporate them into your designs?
Answer: I regularly attend fashion shows, trade fairs, and workshops to stay informed about trends and innovations. I also follow industry publications and engage with fellow designers. This knowledge allows me to incorporate relevant trends while maintaining the unique identity of my brand.
Q. What role does sustainability play in your design process, and how do you strive to create environmentally responsible collections?
Answer: Sustainability is integral to my design process. I prioritise ethically sourced materials and work with local artisans to reduce environmental impact. Additionally, I implement sustainable practices, such as minimising waste and encouraging timeless designs that promote longevity in fashion.
Q. How do you envision the future of Indian fashion, and what role do you see yourself playing in shaping it?
Answer: I envision a future where Indian fashion embraces both heritage and innovation, showcasing the diversity of our culture on global platforms. I aim to contribute by promoting sustainable practices and empowering local artisans, while also introducing fresh perspectives that resonate with contemporary audiences.
What Were The Inspiration And Influences:
Q. Who are your biggest design inspirations, and how have they influenced your work?
Answer: My biggest design inspirations include iconic figures like Sabyasachi Mukherjee and Elie Saab, whose ability to blend tradition with modernity has greatly influenced my approach. Their work inspires me to explore intricate detailing while maintaining a strong narrative in my designs.
Q. How do you draw inspiration from your personal experiences and travels?
Answers: My travels often expose me to diverse cultures and craftsmanship, providing fresh ideas and perspectives. Each journey adds depth to my designs, allowing me to incorporate elements from various traditions while maintaining my aesthetic.
Q. Are there any specific cultural or historical references that have informed your designs?
The rich history of Indian textiles and the stories behind traditional crafts play a significant role in my designs. I often reference historical motifs and techniques, weaving them into modern narratives that celebrate our cultural heritage.
Q. How do you find a balance between staying true to your own aesthetic and responding to the demands of the market?
I maintain my aesthetic by staying grounded in my design philosophy while being open to market feedback. This balance allows me to evolve my style without compromising on the core values that define my brand.
The Future Plans:
Q. What are your plans for the future of the 17:17 brand?
Answers: I plan to expand 17:17 by exploring international markets and collaborating with global artisans. Additionally, I aim to enhance our online presence to reach a wider audience while remaining committed to our cultural roots.
Q. Are there any specific areas or markets you would like to expand into?
Answer: I am particularly interested in expanding into the Southeast Asian and European markets, where there is a growing appreciation for handcrafted heritage pieces. This expansion will allow us to share our unique designs with a broader audience.
Q. How do you envision the evolution of your design style and aesthetic over time?
Answer: I envision my design style evolving to incorporate more experimental techniques and innovative materials while still honouring traditional craftsmanship. This evolution will allow me to push creative boundaries while staying connected to my heritage.
