After having dedicated over 20 years of her life to the fashion industry, Keerthi Reddy is obviously a known name in the circuit. She has been running her design studio Valka and recently opened The Deccan Story too. She knows exactly what she wants and is well equipped with perfect entrepreneurial skills, This makes the conversation with her real fun. We caught up with the lovely lady to know more about her journey, career and life...
The Deccan Story- how did it happen?
People today are more aware of fashion and what they want – they like to be spoilt for choice – before they buy anything. This has resulted in a huge growth in the fashion market. From where I see it, this is going to continue to become more competitive and demanding. I knew for certain that that was the right time to venture into a multi-designer project, catering to the fast evolving and suave clientele of Hyderabad. That was how The Deccan Story was born and has been catering to the fashionistas of the city.
What about the tagline - Gather- Shop - Tell a Story?
Have you ever thought about the stories each and every garment in your closet tells? No, right? Look through your wardrobe and you will understand what I mean. Every piece of clothing we have, has a story to it – which is what we have tried to highlight. Inspired by the weavers, textiles and designers – we talk about the fashion fairytale that comes with each outfit.
How do you handpick the pieces and designers who work you?
What I was going to display had tobe in sync to who I wanted as my clientele. So that was one criteria, while the other was the cut and fit, with a perfect combination of fabrics put together with a subtle and sensible contemporary flair.
Could you name a few...
Abhijeet Khanna, Abhinav Mishra, Bageecha, Desert Shine, Ekam, Incheetape, Joy Mitra, Kavita Bhartia, Kenelle, Kritika Dawar, Mansi Malhotra, Pratima Pandey, RAR, Ridhi Suri, Sahil Kochar, Salt and Spring, Samant Chauhan, Sawan Gandhi, Siddharth Bansal, Mine of Design, Needle Dust, Noorah by J and Slori
What is it that sets you apart from the others?
This story is from the October- November 2017 edition of Red Magazine.
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This story is from the October- November 2017 edition of Red Magazine.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
Already a subscriber? Sign In
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