When art meets fashion…

Aarti Verma, Founder of the Label Art Meets Fashion, Talks to Youth Inc About the Ethnic Inspiration Behind her Handmade work in Bags, Jewellery and Home Decor

Tell us a little about yourself.
I am a 27-year-old designer from Mumbai, passionate about Indian art and craft. I love painting on fabric, making ceramic jewellery, travelling, photography, and also doodling at times. I also do some freelance illustrations. I am closely associated with a Delhi-based NGO called Protsahan as the creative head.

How did Art meets Fashion begin?
Art meets Fashion was started in September 2010. It’s an amalgamation of art and fashion, a fusion of contemporary and traditional… I have done an art teacher diploma from Sir JJ School of Art and have worked as an art and craft teacher for a year. While working in school, I was fascinated by a colleague’s collection of ethnic jewellery and that inspired me to experiment with different mediums. I started making jewellery with M-Seal and then paper mache and got an amazing response for the designs I made.

Why the name ‘Art meets Fashion’?
All our designs are handpainted and handcrafted. Also, I come from an art and fashion background. Art and fashion being my twin passions, I wanted to start something which holds equal love for both.

Since your work is so rooted in ethnic Indian art, do you involve local artisans and craftsmen?
Yes, the designs are very much rooted in ethnic Indian art. As of now, all the bags are handpainted by me. But very soon we are planning to get local artisans and craftsmen involved.

What do you sell via the Art meets Fashion label?
We sell fashion and home decor accessories which can be further categorised into tote bags, clutches, sling bags, jholas, paper mache jewellery, fabric jewellery, ceramic jewellery, cushions covers, apparels – all handcrafted and handpainted.

Take us through the typical production process of an Art meets Fashion product.
Once the theme is finalised, I start developing rough sketches. Then is the raw material sourcing and then I start with painting. Once the painting is done it goes ahead for construction.

Since you handmake all your products, are they one-of-a-kind or do you mass produce?    
They used to be one-of-a-kind initially when we started but with time and demand we do mass produce. They are limited edition, say, not more than 15-20 pieces per design.

Do you have a collection coming out now? Tell us something about it.
Yes, I do. I am currently working on a new line of home decor accessories which includes handpainted cushion covers with Indian motifs.

How would you recommend an Art meets Fashion accessory be used?
Do a lot of mix-and-match. In fact, we are always waiting to see the way our customers surprise us by sending in their pictures wearing an AMF accessory. It really makes our day to see our designs styled so well.

Any advice for budding designers?
Always follow your heart. Try to come up with something new, be prepared for rejections, but at the same time have enough courage to go on with the passion. Never lose heart. Good and bad phases will come and go; just work with heart and soul.

Quick Bytes

• A designer you’d like to work with: Sabyasachi Mukherjee
• One Art meets Fashion accessory you would like to keep for yourself: The smoky eyes bag
• Colours to sport this season: Neon
• A Bollywood celebrity who has an enviable sense of fashion and style: Sonam Kapoor
• In three words, Art meets Fashion is… Bohemian, chic, fusion

 

Volume 2 Issue 10