11 Questions with Shriti Pratap - Designer Interview Series
Interview by Rajeshwari Agrawal & Sukiran Singh
Conducted by Rajeshwari Agrawal
Rajeshwari Do you think in general India is taking a step forward to modernization or rather doing a moonwalk?
Shriti: I think you can choose to see a situation for what it is without being critical about it. And it wouldn't really be fair to pass any judgment here. We've come a long way since 1947, considering the way we were ripped apart & left in a deep mess. And yes there have been in numerous speed breakers on the way to progressive transition both in the physical & moral sector of modernisation. But i am sure that there is something each one of us can do in our own small way to iron out those minor bumps easily.
The first step in solving any problem is recognizing there is one, so we can all start on that note!!
R: Do you represent the modern India and how?
S: Becoming modern requires an evolution - through education(not just the one imparted in schools & colleges) and implementation. Modernity comes when you would start questioning "Why" and "How" to what you see, and not just adopt those and stop. Modern india is not the one that is adorning "modern clothes" or the one that has switched to "modern technology" Its the one that has equal respect & regard for a woman in a burqa & the one in a bikini because you respect the right to choose. If you don't agree with me, then you don't. I respect your right to disagree with me.
R: Where do you place yourself a revolutionary, an observer or a passer by?
S: I have a lot of shortcomings & flaws that i have to deal with. One thing you can change is YOU. Everything else follows. That in it itself is transforming & a revolution within.
I am not a part of any race whatsoever and easily pass by anything that doesn't involve both heart & mind to it.
And an avid observer of art in its simplest forms!!
R: Ever wondered if your designs hold a social significance? If not would you want them to invoke change?(Talking about in the lines of Coco Chanel and Mary Quant, who changed the complete silhouette of their times to free women .)
S: Six months back i started working on "Not Just A Label" a new offshoot of my original brand which I had been wanting to pursue for a while now where i could actively integrate social responsibility into our daily business objectives. As the name suggests ‘Not Just A Label’ is a brand that believes in a larger purpose bringing together consolidated initiatives & that is kick starting with my new swimwear line especially designed for women who have been through mastectomy. There is a lot more lined up with many ideas pouring in that has yet to be crystallised.
I hope there will be many more artists, brands, people who'd wake up to this and actively support us in this journey.
R: What is your inspiration for getting an inspiration and when the inspiration strikes, what do you first do?
S: Creativity flows are oscillating between a period of highs and some slow times. Each of them being inevitable. I think one can always be inspired enough to sail through their careers/lives but to peak creativity you may have to push yourself to the edge.
Sometimes I just wake up to ideas & at times my head gets occupied with a blank space for days. We all have such struggles & frustrating moments once in a while where we just can't get that little thing/detailing right.
There is no such rule book to get inspired, its a challenge & you have to discover it each time. I find inspiration in simplest of things & when am not looking very hard for it. Then starts all the fun and madness with some random notes, overcrowding my desktop with multiple prints that i start developing, going through the fabrics in stock and so on. That's how it all starts getting materialized.
R: Do you think travels open minds?
S: Travels are a learning & enriching experience that can help you see others perspective. It can make you open to consider or embrace new ideas. There are many other mediums like music, art, literature too that has no boundaries, especially with the technological modernisation the world is so closely connected today.
R: Do your roots matter to you and how much they influence your design process?
S: Sure it does matter. The importance of a clear set of ideologies/beliefs or values cannot be understated because when the going gets tough, these values will act as a solid framework to guide you.
Roots or culture isn't genetic, it's inherited not through DNA, but through learning and experience. Therefore always evolving & growing. The deeper we let them grow, steadier the structure would be.
Like everything else my design process too is a cakewalk with clarity & logical reasoning.
R: Can you call yourself a true artist? And what do you think is more important sharing ideas or making money ?
S: I am true to my art, but far from calling myself an artist yet. It's a more accomplished term. I still consider myself a 20 year old college pass out who is excited to take on new learning experiences and is allowed to make many more mistakes (not repeat the old ones though).
Sharing new ideas or innovative design is high priority. But what's even more vital is the way you express it & the process involved because this is what will eventually determine the potential of your brand & help you sustain as an artist .The creativity bug can make you overlook the monetary aspect very often. But financial disciplining is very important for any brand's growth. It's a one-brick-at-a-time business & years long process that takes a whole lot of time, money & appetite for risk to create any product/piece of art and then sell this to customers. There is nothing wrong in making money but to use that as a benchmark for success is corrupting the art. What is also not acceptable to me is subordinating your art and craftsmanship for some short term materialistic gains.
R: Have you ever designed something only for yourself and not give a F* about the world ? ( The world being money, perceptions and society)
S: That's how it all started. My first collection was a creative high but just a few sales. All heart and no head!
Now there has been a reversal in numbers. There are about 2-3 outfits that I still make just for a creative bust for every new batch of 10-12 ensembles. They are not made from the point of view to be sold whatsoever. I don't have to be thinking about the clients or market or price points etc.
R: Is money a restriction for working in India?
S: Money is not a restriction, Lack of Ideas & Conviction are!
Look at the world around you. Great ideas being born out in garages & people innovating against all odds everyday. This is for real. How else could you justify awe-inspiring stories like that Arunachalam Muruganantham & so many more. Everyone has some battle & are hit by moments of disillusionment but it's only the continued sense of commitment that you have can lead you to your goals.
R: Tell us in short about your latest collection.
S: My new collection is more like a back to basics collection transcending from sporty tees to cocktail dresses & flowy maxis.
Silhouettes are as always basic with clean cuts & straight lines. Some (artificial) leather has been used for texturing with a color palatte moving from whites, off whites, pastel pinks & powder blues to shades of oxblood.
