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Yogesh Chaudhary comes to Dubai with his colourful ethnic collection

Soon after his breakthrough in 2010, after being awarded the Emerging Designer at the Van Heusen Men's Week, Yogesh Chaudhary bagged the Supreme Award at the World of Wearable Art in New Zealand. Since then, Yogesh has been stamping his class in the world of fashion, and with the launch of his new label Surendri, there is no looking back for this revolutionary couturier.
The label, and the designer, reflects the contemporary woman's highly stylised taste for lifestyle and design.
Surendri means the most beautiful object/person/idea in the universe, it epitomises a woman's desire for the raw expression of sensuality."
My brand name is Surendri which is my mother's name. She and her roots are the DNA of the brand. She is my muse in a way. Once, she had told me that you have kept the name Surendri, but you keep focusing on dressing celebrities and making red carpet features. But you should be designing for me and my daughters. That really changed everything. Surendri caters to a real Indian woman, giving them value for money and high end fashion," explained Yogesh.
The label's forte lies in its melange of patterns and drapings. Serving women of all shapes and sizes, Yogesh doesn't shy away from bold colours, graphics and exquisite patterns. The brand's core strength lies in creating an occasion appropriate statement with the help of intricate prints, nouveau embellishments, and the liberal use of indigenous craft in contemporary formats.

Ode to women
Yogesh's Rangoli collection, which is being showcased in Dubai (at Numaish Festive Fair on Setember 28-29), is a colourful ode to women of the world and reflects the spirit of Rajasthan. Sanganeri prints, floral motifs and vibrant colours are enhanced by gold and silver embroidery throughout the brand's lehenga and sari range.
Talking about  Surendri, Yogesh said, "The label is very grounded. We love using textiles that are Indian and we like working with hand printed texturing. We try to create a product that is high on Indian inspirations. One that relates to every woman in India."

Yogesh's muses
"Right now, my biggest muses are my mom and sisters. The idea is to dress 'Surendri' women, the people we think are true 'Surendri' women. There are so many of them in Bollywood and Hollywood. For example, Konkana Sen Sharma and Anoushka Shankar. I love how traditional Priyanka Chopra looks when she dresses in Indian wear. We would love to dress her. We would also like to dress somebody like Smriti Irani (Indian politician)," Yogesh said.

What to expect at the show
"I am coming to Dubai with my Rangoli collection. It's a celebration of colours and Indian textiles. You will see a lot of beautiful prints that are colourful, light and friendly in terms of wear and high end style," the designer said.­
neha@khaleejtimes.com