'Time fashion industry is viewed as serious business'

Monday, 08 August 2011, 17:07 IST
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New Delhi: Designer Pria Kataaria Puri, who won the Asian Achievers award and has designed for the likes of Paris Hilton, Madonna, Raveena Tandon and Tabu, says it is high time the fashion industry was seen as serious business rather than just entertainment. The designer, known for her signature gowns, kaftans, dresses and animal print saris, also said the Indian retail industry is going through a bad phase and it needs immediate attention. 'I believe our fashion industry has got global recognition today because of our talented designers, who stand out in their creativity. However, our retail industry is in a bad shape. We need to become more professional in order to help our fashion industry prosper,' Pria told IANS. The fashion industry is normally perceived more as a glamour sector and it is high time people made collective efforts to turn it into serious business, says Puri who was the the youngest awardee at the event held in Dubai last month. 'Fashion is still perceived as an entertainment with celebs and parties forming a nexus. It is so because it's the biggest glamour industry after Bollywood. I hope the fashion industry becomes more legitimate and is viewed as serious business rather than just entertainment,' said the 37-year-old. She has won other honours like the Bharat Yuva Ratna Award and the Bharat Vikas Award in the past. Pria is constantly trying to evolve herself as a designer and takes inspiration from anything that promises to keep her creativity on the highest pedestal. In her quest to compete with her earlier creations, she has tried something different in her latest collection, Marrakesh, which is inspired by the exotic red city of Morocco. 'Marrakesh is an exotic, glam, hip luxury resort wear collection that can be worn by women of all ages and sizes. The garments are perfect for cocktails, evening parties, brunches, destination weddings and travelling,' she said. The collection is a mix of Indo-western silhouettes like maxis, lounge gowns, kaftans, tunics, jackets, saris and dresses. The prices are made available on request. Pria is one of the handful designers who have impressed fashionistas not only in India but also in fashion capitals like Paris as well as in New York, Milan, and Kuwait. 'Whatever I am today is because of my hard work and dedication and this is what I suggest to the upcoming designers. Never give up on your dreams and passion. There's no such thing as impossible if you enjoy what you do and can work hard towards it. At the same time, never compromise your morals in order to achieve something,' she said. Ask her what next and she says she is looking forward to the fashion week in Mumbai. 'I will take part at the Lakme Fashion Week showcasing my latest collection called Persian Phunk,' said Pria who showcased her Marrakesh collection at the Bangalore Fashion Week. Designing is not the only thing on her priority list. Whenever she gets free time, Pria loves to do horse riding, roller blading and learning Indian classical music. She also practises Bharat Natyam and plays the piano. Reading palms, sketching and cooking too interests her. After becoming successful and carving a niche for herself abroad, Pria says she may expand her business and that her next destinations could be the food and the beauty industries. 'As of now I want to concentrate on women's fashion, since that's what I love doing. In the near future, I would like to expand into the food and the beauty industries,' she said.
Source: IANS
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