When Krsnaa Mehta first introduced his label, it was first-of-its-kind: sassy, edgy with tongue-in-cheek Indian soul. The brand is now enjoying its time under the sun, evolving with every collection. We chatted with Krsnaa who spilled the beans about his upcoming projects and more.
Excerpts from the interview:
How do you come up with such unique ideas?
I was always inclined towards Indian elements. The thought of starting my own label with everything that inspires me was always at the back of my mind, even as I was a part of my family business, Zeba or working with brands such as Good Earth, Bombay Store and The Elephant Company. A major reason for starting India Circus was to introduce contemporary Indian designs to the Indian audience.
Your designs are intrinsically Indian. How difficult is it to incorporate these elements in your designs without making it too archaic?
For over two decades as a designer, I have been predicting trends even before they hit the market. This helps. Also, there are enough elements in our country that inspire my designs. Having said that, my designs also offer a diverse and distinct array of moods and tones, which represent contemporary India. We reimagine Indian motifs from a western perspective, which makes our products contemporary-chic and sophisticated.
How many collections do you unveil in a year?
We introduce new products and designs every three months. I draw inspiration from Mughal royalty, flora, fauna and even the roadside chaiwallah. Anything that exudes true essence of life in India makes its way into my collection.
Where are the products manufactured once they leave your design table?
Our manufacturing is outsourced through specialised vendors, even as my design and product development teams work very closely with them. There are certain projects when I require the skill set of specialised craftsmen or traditional kaarigars, I, then, train them to understand the aesthetic.