Sunday, May 16, 2010

Minimum fuss, Maximum style by Anuj Sharma, India

Anuj Sharma got his post graduate degree in Apparel Design from the prestigious NID, India. He was awarded the 'Charles Wallice India trust scholarship' in 2002 to study Masters in High performance Sportswear Design from the University of Derby, UK. 


Recently selected as one of the four finalists for the'International Young Fashion Entrepreneur' of the Year award by British council, India, Sharma works with areas of craft development and performance wear. His other interests have included teaching fashion and understanding human behavior with the help of fashion. 


He was also awarded the Marie Claire Most Innovative Designer of the Year award in 2009.


He has previously shown his collection in Japan and at the Lakme fashion week in Mumbai. This revolutionary designer has developed a new concepts (patents applied for) to make garments that have minimal or no stitches on them! His missionary motives, revolutionary ideas and commitment to design have won him many accolades. 


Anuj’s philosophy is about sustainability and longevity instead of fashionable fickleness. He teaches crafts persons and weavers to become independent and make “designer” garments and would rather mobilize action and money for them than for a show at Paris Fashion Week. He makes his clothes with minimum fuss, minimum manpower, without any machines.




Both Knot For You, his 2007 collection, and Button Masala of 2009 were big hits. His latest New Improved, Button masala is a collection of garments that can be worn, then opened up, and refashioned into something else depending on your mood and ability. New, Improved worked with rubber bands just as Button Masala worked with buttons.

This is the Anuj Sharma genius. His easy, fluid, anti-fit dresses aren’t just dresses. They can be turned into a cushion cover, a bag, a shirt, a kurti or anything else by re-knotting or re-buttoning the fabric. He can teach you how in less than five minutes and make ten garments in half an hour. Take a worn, boring shirt from your man’s wardrobe to Anuj and he will turn it into an exciting bag or knot your stole into a tube top while you sip your coffee.
The garments are immensely wearable, modern and have a point of view. Audiences clapped loudly, industry bigwigs hugged him and fashion critics hailed him as Indian fashion’s wacky and ingenious beta. 
Melbourne awaits to unknot these beautiful creations at the humble Ethical fashion hub SO ETHIC.
mail@soethic.net
With inputs from Shefalee Vasudev  who was the editor of Maire Claire. She is working on a book on Indian fashion to be published by Random House India in 2011.

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