Not only was Rodricks the earliest adopter of minimalism in Indian fashion, but he also put Goa firmly on the map with his resort wear designs. Having moved back to his hometown in 1993 after studying in America and France, he set to work on his eponymous label almost right away. And ELLE was always there to assist and inspire, “Long before it arrived here in India, I used to buy ELLE as it was not just about fashion; it addressed many other issues as well. It was the first foreign fashion glossy to arrive in India. I recall the excitement, the palpable euphoria that something international was going to happen to Indian fashion,” he says, as he remembers the names he went on to work with closely — editor Nonita Kalra and stylist Mohan Neelakantan.
Minimalism, resort, eco-friendly and geometry — his design values can be spotted across our pages since our inception, and they continue to evolve. “I know I must deliver to Indian women clothes that make them look slimmer, taller and make them feel beautiful in a sensual, intellectual way,” says Rodricks as he focuses his next collection on what his client truly wants.