Print Medium

Being able to create enduring stories for fabric is what drives illustrator and visual artist Priyanka Sachdev to pick up her pen

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What has been the most challenging part of your role as Chief Illustrator at Quirk Box Design Studio?

PS: Quirk Box is an art label and not just a fashion label, and it is always a struggle to explain the meaning of the term ‘original art’. We often get asked where we ‘got’ the printed fabric from. There continues to be a gap in the understanding of the concept of ‘original art’ that has been created from scratch by our designers in-house. The fashion market is a volatile, constantly evolving one and it is extremely important to keep in mind the current trends across the season. Also, being an art label in India, we have to understand the psychology of the audience in terms of what colors and imagery they will be open to wearing. There are certain boundaries that we have to observe with respect to people’s cultural sentiments and beliefs while designing wearable art. At the end of the day, it is as much a challenge as it is exciting to be able to create an artwork that will become a part of people’s wardrobes, making them real life canvases for the art that we create every day. There is no greater satisfaction than being able to do this every day!

What is your approach to designing a collection?