The DNA Of Indian Fashion: Dolly J


The juxtaposition of traditional crafts and a modernist approach has catapulted designer Dolly Jhunjhunwala’s eponymous label, Dolly J, onto the global luxury fashion map. The designer is known for her eclectic bridal and occasion wear championing handwoven textiles and age-old embroideries through contemporary cuts, structured silhouettes and delicate craftsmanship. Jhunjhunwala talks to us about her brand’s vision and ethical outlook.

ELLE: How do you define your unique sensibility?

Dolly Jhunjhunwala (DJ): Constant change and shift are inherent to human nature. I believe crafts are not just resilient to change, but they can develop and grow with new trends and ideas of today. Modernising traditional craft doesn’t reduce its authenticity; rather it helps tradition grow beyond generations and borders. My approach is to embrace the traditions that have defined the contours of the fashion industry and adapt them for a modern and independent bride.

ELLE: What makes your brand globally relevant? What can we expect in the coming years?

DJ: The brand specialises in bringing an Indian perspective to global trends. It allows us to cater to brides across the world who want tradition combined with avant-garde style. We wish to incorporate the innate beauty of nature within this in the coming years.

ELLE: How has your definition of success evolved over the years?

DJ: The brand has evolved to focus on the ideals of long-term change. We want to create sustainable ethics, celebrate the artisans and craftsmen who are the backbone of the Indian fashion industry and bring traditionalist techniques and crafts into the modern global economy of fashion and design.

ELLE: Tell us more about your upcoming collection.

DJ: Selene is a homage to the celestial radiance and beauty of the moon. We bring this to life with soft flowing silhouettes spangled with pearly white sequins that capture the essence of the moon. We use metallic copper tissue and ivory tulle to demonstrate the strength of the moon’s beauty which is delicate but forthcoming, sculpted and alluring but always timeless in its grace and wonder.

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