Elevating Ethnic Elegance: An Interview with a USA-Based Indian Designer

In the ever-evolving world of fashion, where trends come and go, there are some designers who manage to create timeless pieces that transcend the boundaries of culture and tradition. One such designer is Priya Sharma, the founder of Shopping World, a renowned ethnic wear brand based in the United States.

Priya's journey into the world of fashion began at a young age, as she grew up surrounded by the vibrant colors and intricate designs of traditional Indian attire. Her passion for preserving and reinventing this rich heritage led her to pursue a degree in Fashion Design, and eventually, to establish her own label.

In this exclusive interview, we delve into Priya's creative process, her vision for the future of Indian ethnic wear, and the challenges she has faced in building a successful brand in the global market.

The Inspiration Behind Shopping World

Priya's love for Indian fashion was ignited at a young age, as she witnessed the intricate craftsmanship and timeless elegance of the garments worn by her family and friends. "Growing up, I was always fascinated by the way traditional Indian clothing could transform a person, making them feel confident, beautiful, and connected to their cultural roots," she recalls.

This fascination only grew stronger as Priya explored the diverse textile traditions and design techniques of different regions across the Indian subcontinent. "Each state, each community, has its own unique style of weaving, embroidery, and draping. I wanted to capture the essence of this rich heritage and bring it to a global audience."

It was this desire to share the beauty of Indian ethnic wear that led Priya to establish Shopping World in 2015. "I wanted to create a platform where people from all backgrounds could discover and appreciate the artistry and craftsmanship that goes into these garments," she explains.

Redefining Tradition: The Shopping World Approach

At the heart of Shopping World's ethos is a commitment to preserving and evolving the traditional techniques of Indian fashion. Priya and her team work closely with artisans and weavers across India, collaborating to create contemporary designs that seamlessly blend the old and the new.

"We don't simply replicate traditional designs," Priya emphasizes. "Instead, we take inspiration from the past and reinterpret it in a way that resonates with modern sensibilities. Our goal is to make Indian ethnic wear accessible and appealing to a global audience, without compromising the integrity of the craft."

This approach is evident in the brand's diverse product range, which includes everything from opulent bridal lehengas to versatile everyday kurtas. Each piece is meticulously crafted, with attention to detail that is truly awe-inspiring.

"We work with some of the most skilled artisans in India, from master weavers to expert embroiderers," Priya explains. "Their techniques, passed down through generations, are the foundation of our designs. But we also encourage them to experiment and push the boundaries of what's possible."

Bridging the Gap: Connecting Cultures through Fashion

One of the key challenges that Priya and her team have faced is the task of bridging the gap between traditional Indian fashion and the global market. "There's a misconception that Indian ethnic wear is only suitable for special occasions or cultural events," she says. "Our mission is to change that perception and show the world that these garments can be seamlessly integrated into everyday wardrobes."

To achieve this, Shopping World has developed a range of versatile designs that can be dressed up or down, depending on the occasion. "We've created pieces that can be worn to the office, to a wedding, or even on a casual weekend outing," Priya explains. "By making Indian ethnic wear more accessible and adaptable, we hope to inspire people to embrace their cultural heritage and incorporate it into their personal style."

This commitment to cultural exchange has also led Shopping World to forge partnerships with international designers and brands. "We believe that fashion has the power to bring people together, to celebrate our differences and our shared humanity," Priya says. "By collaborating with designers from around the world, we're able to create unique, cross-cultural pieces that showcase the beauty and diversity of Indian fashion."

The Future of Indian Ethnic Wear: Priya's Vision

As the world of fashion continues to evolve, Priya is excited about the future of Indian ethnic wear and the role that Shopping World will play in shaping it. "I believe that we're on the cusp of a cultural renaissance, where people are rediscovering the richness and relevance of traditional crafts and techniques," she says.

For Priya, this renaissance is not just about preserving the past, but about reimagining it for the future. "Indian fashion has always been a reflection of our society, our values, and our aspirations. As the world becomes more interconnected, I see an opportunity to use this art form as a bridge between cultures, to foster greater understanding and appreciation."

To that end, Priya and her team are constantly exploring new ways to innovate and push the boundaries of what's possible in Indian ethnic wear. "We're experimenting with new materials, new silhouettes, and new ways of storytelling through our designs," she explains. "Our goal is to create pieces that not only look beautiful, but also have a deeper, more meaningful connection to the wearer."

As Priya looks ahead, she is filled with a sense of excitement and optimism about the future of Indian fashion. "I believe that the world is ready to embrace the beauty and richness of our cultural heritage," she says. "And I'm honored to be a part of the journey, to help shape the narrative and inspire a new generation of fashion enthusiasts."