With an exquisite of utilization of luxurious fabrics and feminine cuts, the label epitomizes a woman’s desire for the raw expression of sensuality. The label’s forte lies in the melange of patterns and draping to enhance the contemporary look and trends forecasted for the season. With ‘glocalisation’ of every possible avenue, the label wish to take India to an international platform and direction
where Indian fashion starts being perceived as mature, well-constructed, researched, and truly global. With an increased acceptance of Indian craft, there is all the more scope for an Indian designer implementing it in Western, more accessible silhouettes, in the Western markets. The primary aim of the label would be to work with Indian artisans, generating employment for them as well an exposure to the modern markets locally. About the Designer: Yogesh Chaudhary, after graduating from NIFT New Delhi with top honours, ap- plied for a master’s course at NID, Ahmedabad. At NID he had his first breakthrough in 2010, as he was awarded the ‘Emerging Designer’ award at the Van Heusen Men’s Week. Soon after, as the first ever Asian, he bagged the Supreme Award at the World of Wearable Art, New Zealand. Both his winning garment ‘Loops’ in 2010 and ‘Juxta’ a highly recognized entry in 2011, were acquired to be displayed at the WOW museum in Nelson, New Zealand. Since then, there has been no looking back, with the launch of his label ‘Surendri by Yogesh Chaudhary’. EDITORIAL NOTE: Please initially refer to the label as ‘Surendri by Yogesh Chaudhary’ which can then be shortened to ‘Surendri’. Surendri, is my mother’s name and it represents the most beautiful object/person/idea in the world.” − Yogesh Chaudhary.
