Brides these days have multiple options to choose from and one such favourites among the couture designers happen to be Anushree Reddy's label. Designer Anushree Reddy started off as a wedding trousseau label and has become one of the leading names in bridal fashion. Marking a decade in fashion, designer Anushree Reddy has managed to work with some of the biggest names in Bollywood and Hollywood. With her delicately feminine designs, Anushree Reddy has outdone herself time and again with multiple collections that strike the perfect balance for a modern Indian bride.
With her signature being the Hyderabadi zardozi and cutdana work, it's clear as day that Anushree dedicates her work to the city it all started in. Anushree Reddy's designs have been bringing luxury couture dreams to life for all the brides with its contemporary colour combinations and designs that make our hearts skip a beat.
In an exclusive tête-à-tête with Aza, designer Anushree Reddy talks about her journey so far and how she plans to introduce her latest collection with the launch of her new store.
Aza: How would you describe your first decade in the fashion industry?
Anushree Reddy: Absolutely phenomenal, hence our hashtag #10YearsPhenomenal, because nothing defines the decade better. I have had the pleasure of working with some of the biggest celebrities in the country, had the opportunity to venture into bridal wear, won awards and accolades that have helped me to push the envelope further, learned so much along the way from my peers, competitors, team members, everyone! A decade later and we’re all set to open our multi-storeyed store in Hyderabad with the launch of our new western line, so there’s plenty to be thankful for!
Aza: When did you know you wanted to start your own bridal couture label?
Anushree Reddy: I began my journey as a trousseau designer, designing ensembles for the bride’s mother, sister, and bridesmaids - basically everyone who was an integral part of the celebration. Gradually, people began to love what they see, especially the modern, minimalist brides who didn’t want something too heavy for their big day. They wanted to keep it elegant while being comfortable. Noticing the demand for bridal couture, I then gradually moved into creating what brides loved.
Anushree Reddy's Embroidered Lehenga Set
Aza: Cutdana and Hyderabadi zardozi embroidery have become your signature. What draws you to it?
Anushree Reddy: I personally find them both very appealing. I come from Hyderabad, so it is like a tribute to my heritage. That’s probably why I’m so drawn toward these. Also, the beauty of zardozi is that it’s timeless and yet we can create newer, more minimal versions of it to keep it looking modern. It might seem too heavy or chaotic, but that is the exact perception that I want to change with my work.
Can you give us a glimpse into your creative process? How do you design your classic bridal outfit?
Anushree Reddy: My creative process is all teamwork with the bride. Everything about the outfit is customized - from the fabric to the embroidery, right down to the finer details that are added to the dupatta. I first try to get a hang of what the bride has in mind, then draw my inspiration from anywhere and everywhere that I can discover floral patterns, which is our signature style. This is followed by sketching it out with all the intricacies added in, and we then begin working on the final product. Between all of this, we have fabric selection, colour selection, and more, with a prime goal that whatever we are creating should be in vogue even 10 years from now. A decade later, it shouldn’t look redundant.
Anushree Reddy's Embroidered Lehenga Set
Aza: Could you tell us something about your upcoming collection?
Anushree Reddy: The lockdown gave us plenty of time to brainstorm, research, and plan ahead, owing to which, we’re now working on an extensive collection comprising of bridal wear, trousseau edits, daily ethnic wear, western wear, and more. What’s standing out this season though, is our western wear, because it’s the first time we’re blending traditional with trendy to design simpler, casual wear. It’s all going to be designed with floral prints, zardozi handwork, and more. We’re looking forward to launching it with the new store launch.
