Isha, Founder Of Rose Room Talks To ELLE About Her Avant-Garde Label Advertisement


Isha, Founder Of Rose Room Talks To ELLE About Her Avant-Garde Label

Elegance meets fluidity to create timeless pieces for women

By Ruman Baig  January 13th, 2021

Inspired by the Victorian era, Rose Room by Isha reimagines classic silhouettes with a modern approach. ‘Contemporary and luxurious, punctuated with a hint of edginess’, best describes Rose Room’s ethos. It celebrates a woman’s femininity with elegant design ideology, one outfit at a time. In an insightful conversation with ELLE, the designer talks about her vision, the latest collection, and what’s next for the fashion label.

ELLE: What inspired you to start Rose Room?

Isha: Through my label, I intended to pay reverence to the woman I believe in, and the woman I am. I always wanted to create apparel for confident, self-assured, fun, sexy, yet elegant women. I believe that women are the most amazing creations of God. In my own simple way, by dressing them in Rose Room, I want these beautiful creations to feel even more extraordinary in their own skin.

Rose Room

ELLE: Tell us about the latest collection that will be launched for Rose Room. What will we see in terms of fabrics and techniques?

Isha: The new collection of Rose Room is done with the day-to-dinner concept in focus. The exquisite craftsmanship, which is the essence of the brand, remains the USP of this collection. Each garment narrates a blended tale of inspirations derived from travel, art, architecture and history. The current line of luxury resort-wear perfectly captures the idea of celebrating the free-spirited woman. Meticulous detailing on timeless silhouettes showcased with tiers of ruffles and puff sleeves, make it lightweight and easy to wear. Feminine drapes in layers of sheer fabrics, carefully selected with a subtle hint of the Lurex fabric, makes the outfit perfect for all celebratory occasions.

Rose Room

ELLE: What are the future plans for the label?

Isha: We are happy to introduce our absolutely new branding, which takes inspiration from Bhagwat Gita’s teaching and circle of life. Our recently launched first flagship store in New Delhi will be a one-stop-shop to celebrate an occasion. We are also looking forward to our collaboration with “Rezon Luxury Silverware” by Kalyani Chawla to cater to all gifting requirements for an occasion. In addition to this, we are also excited about our other ancillary verticals, our powerful pantsuit range, our range of dainty fluid-like dresses and the newest trousseau collection for the brides-to-be. The closest to our heart is Rose Room Jewels’ launch in January of 2021, promising the woman we admire, jewellery made only with love! This past year has been transformative for one and all. As the Bhagavad Gita teaches us, the transformative power of intention and goodwill always leads to a more refreshed and positive outcome. Rose Room Couture recoins itself as Rose Room encompassing all our verticals!

Rose RoomRose Room

ELLE: What are some of the positive changes you see in the fashion industry?

Isha: Conscious purchase pattern has been the most evident change observed in the fashion industry. A good product is no longer enough to win a consumer’s interest. Shoppers want more than just quality; they are looking for products and brands that align with their personal values. Why support a brand financially, if we disagree with their social and environmental values?

ELLE: How would you describe your personal style?

Isha: I strongly believe in the philosophy that what we wear defines who we are, and the energy we carry. My personal style is something that I put a lot of thought and consideration into; I am all for glamorous and edgy styling, but elegance reigns supreme for me.

ELLE: What is your idea of sustainability, and how have you communicated through Rose Room?

Isha: Rose Room products are crafted with clients as our axis, and with a vision of creating timeless ensembles. Every product is created like a piece of art. We want to make products that aren’t season-governed, but clothes that are passed on as heirlooms. We’ve moved away from fast fashion and have become season agnostic; hence there is less but mindful consumption by our clientele. We refrain from blindly following trends and forecasts. Instead, we follow our instinct and work more on tailor-made, customised products specific to clients. We keep the exclusivity for all intact, irrespective of the sizes.

Rose Room

ELLE: Tell us how consumers can adopt a conscious shopping habit.

Isha: For us, it’s always been about creating pieces that are transeasonal and classics. If consumers invest in key qualitative pieces instead of being quantitative by following trends mindlessly, we could hope for a more sustainable future.