Anushree Reddy, a popular name amongst brides and celebrities, never fails to impress with her unique yet relatable designs. The ace fashion designer, who started her journey 10 years ago, is known for her Hyderabadi designs, seamless mix of florals, her love for pastels and pink and her penchant for zardosi. 

As she completed a decade in the fashion industry recently, Anushree sat down for a chat with PeepingMoon. Getting candid and talking about her inspiration, designs and what keeps her going, Anushree focused on the 'bespoke culture' that her label truly follows.

Excerpts from the interview: 

Completing 10 years in the fashion industry is a big achievement. What kept you going?

Thank you, it most definitely is! I believe it’s my love for fabrics and patterns, and my zest to keep learning that has urged me to push the envelope and keep creating something new season after season. I was always inclined towards design, and attending workshops, exhibitions and events during my tenure as a fashion editor gave me the impetus to turn my passion into my profession. 

Of course, nothing about this decade-long journey would have been possible had it not been for my friends, family, and of course my clientele, who have been my strongest critics, support system and have appreciated my work, year after year. 

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Your label beautifully transformed into a major bridal trademark. How did you achieve this goal? 

I started off by creating ethnic wear for family and friends, and only once I trusted myself to take the leap did I begin with designing for the bride squad - siblings, friends, mother of the bride, who are an integral part of the ceremonies. Lucky for me, most modern brides are always looking for softer, lighter ensembles and my floral patterns with minimal yet intricate zardosi just seemed to click! That’s how the bridal collection and trousseau kicked off, which has now become my signature style. 

You truly represent Hyderabadi lineage in your style statements. What's that one factor about the city that you always try to shed light on through your work?

Apart from the zardosi and cutdana embroidery that Hyderabad has always been known for, the city is also a very vibrant one which is something I try to bring out through my designs. The weaves and craftsmanship have been steeped in time, but as fashion evolves and the city of pearls becomes a shopping hub in Southern India, the more modern side is now coming to light. With bright floral prints and western touches to ethnic wear, the culture of colour and contemporary design is what I’d like people across the globe to know Hyderabad for. 

What's that one tip you would like to share with someone who inspires to dress celebrities?

Stay true to your innate style, while staying true to the celebrity’s style too. Don’t make the celebrity someone they aren’t. Not only are they victims of negative feedback, it reflects poorly on a designer’s style too, which is something none of us want. 

Dressing celebrities can also be stressful at times, how do you deal with it? 

We have always been a bespoke label, designing what our clientele loves, be it a bride then or a celebrity. When working with celebrities too, we follow the bespoke culture, wherein right from scratch we understand what the celebrity has in mind, what their personal style is and how we can incorporate a signature AR style within that. Once we sketch, select and know that everyone’s on the same page, there’s no stress at all. 

What's your golden rule of bridal couture?

Design for the bride of today! No matter what decade you’re designing in, create something that brides are on the lookout for. Today, every other bride is an Instagram bride. It’s more about the photos and not so much about the party or the people, which is why we have to focus on designing ensembles that are picture perfect. Tomorrow, it’ll probably be something else, and so on. 

Proudest moment in your career so far?

I have two. So far it was the Dadasaheb Phalke Award for Fashion Designer of the Year, back in 2019. That will always be an accolade I cherish. The second, more personal one, is the launch of my 3-storey flagship store. It’s located in Hyderabad, my hometown, which again is why it is so close to my heart. We’ve launched it just this month and I believe there was no better way to celebrate my decade long industry innings. 

This field is very dynamic. How do you up with collections that are trendy yet represent your roots from the past?

It’s fairly simple. Your roots will always stay constant and all you have to do is stay true to them. Trends on the other hand, are always fleeting, but to cater to the market demand, these become an integral part of what we do. In my case, my embroideries are drawn from my roots and they are usually intact, no matter what the collection is. What changes though is the evolution of floral prints and fabrics, based on what the clientele loves. 

We have witnessed you as a designer. You are a fan of minimal accessories which is quite unique for an ethnic designer. So what is your personal style like?

My personal style reflects in whatever I create, which is something I’ve always adhered to. If my designs aren’t in tandem with what I love wearing, they’d never work. I love minimal dressing with bright floral prints, pastel silhouettes, and intricate embroidery that shines through just enough, without being too prominent. 

A tip you would like to give to budding designers who are inspiring to take indo-western to the next level?

Stay true to yourself. Trends come and go, but maintaining your signature style is what remains. It doesn’t matter whether it’s ethnic, western, Indo-western; as long as you stay true to your roots, and design what you love, while innovating to give to your clientele just what they are looking for. That’s what it takes to elevate your design style. 

Lastly, your inspiration behind starting your own label?

It’s purely been my love for fabrics and design, and my near and dear ones who encouraged me to keep designing.