LUSH THE MAGAZINE (Interview of Vandana talwar )
Fashion Spotlight: Evanna Fashion House rises high with it’s style quotient
August 22, 2016
|
Jamie Dave
A woman of substance and a successful entrepreneur, Vandana Talwar launched her label Evanna Fashion House in 2011. Born out of linking her edgy fashion sense and versatile designs, her brand has fast become popular among woman who are looking for innovative designer clothing. Vandana pays attention to harmonize classic tailoring with a touch of edginess to its silhouette. Beautiful detailing and hues truly reflect the spirit of its thrill- seeking and adventurous founder. Evanna Fashion House, a boutique that defines pure class and is synonymous to avant -garde fashion is generating wide level of curiosity in Singapore. LUSH spoke to Vandana about her passion, her company and her aspirations.
Lush : What was your objective and inspiration when you first launched your label?
Vandana: Owning a label is a dream of every fashion student. A lot of time goes into research and development. It took me 2 years to gather courage and face the reality post my graduation. In 2011, I started my own label – Evanna Fashion House and thereafter I’ve never looked back. My main objective was to put what I learnt during my graduation into practice. It was time to face the world and give my best. I also had to make sure that there was enough brand awareness among women where I hoped to enhance their features via beautiful details, nice cuts, quality fabrics and flattery silhouettes.
Gathering much grit, I kicked off with my venture, created an online boutique and took part in various exhibitions in Singapore. I’ve done 10 fashion shows in Singapore and I recently showcased my Spring / Summer collection at the International Fashion Week in Miami, Florida, USA.
Lush: Just out of curiosity, why didn’t you label your brand after your name?
Vandana: To me, one uses their name when people are aware of who you are and what you do. Otherwise, it doesn’t really give you any advantage but when your brand name is 'Agragrami', it’s one of a kind. Something different, appealing and definitely gets people curious. The word “Agragrami” literally means innovative. just how I like my creations to be, something exceptionally interesting where the wearer feels extremely special.
Lush: You’re exceptionally creative, what 5 things according to you would be a trend in 2017?
Vandana: I personally don’t abide by trends. A trend just serves as a guideline and must not be followed blindly rather one must flaunt their personal style in order to be unique. A strong self-identification and personality takes you a long way. As they say, confidence is the key – you need not be a fashionista but being comfortable in your own skin will automatically bring out the best in you.
Lush: How does your creative thought process roll?
Vandana: I am open- minded in what I do. I love experimenting with looks which in turn makes me very adventurous and bold. There is a lot of trial and error and I tend to explore unique variations and combinations before giving it for production. I really enjoy the entire process, its fun and there is a sense of job satisfaction and achievement within. I also make sure that customer feedback is taken positively and that makes me work much harder.
Lush: What is the process like between design and production?
Vandana: I am highly inspired by art, paintings, books, music and literally everything. Inspiration is everywhere and I absorb everything I can. I think through my inspiration board and ideas and form a theme. Once this is formed, I go into the details of fabric selection, illustrations, drafting, sampling and last is the execution i.e. production. I am a risk taker and I don’t follow norms but instead tend to think out of the box.
Lush: Your label was born for the woman of today who are confident, well – traveled and know what they want in life. What makes a woman smart and modern according to you?
Vandana: This smart and modern woman is ready for a change; she welcomes new challenges and is willing to step out of her comfort zone. She doesn’t follow trends blindly as she knows exactly what she wants and how. She is financially and emotionally independent and is ready to explore new things.
Lush: What would you suggest to the budding designers of today whether to follow trends or follow their own principles?
Vandana: It’s tricky to be honest because it totally depends on which direction the designer is meaning to take the brand. Quick money is rightly earned via following latest trends but that puts you in a spot as you’ll be competing with the fast fashion brands as well. On the other hand, if you follow your own ideals – it’s hard initially as you have to create a niche for yourself.
Lush: Anything you’d like to add about your label?
Vandana: Evanna Fashion House is a women’s clothing boutique that caters to the woman of today. It defines class, exclusivity and quality. It isn’t a fast fashion brand, we do not mass produce but instead we look into every element of the customer needs and wants. We also have personal styling services which allows our clients to find what suits them the best, be it the fit, style or color. Customer service is of utmost importance to us so we make sure the finest quality products and services are executed. We also offer exclusive pieces under Evanna Fashion House Exclusives and make sure no piece is duplicated. The pieces are timeless and represent innovation, class and elegance. Keeping up with the current trends, we assure show stopping outfits!