“Maximalism Celebrates Boldness, Individuality, And Self-Expression-It’s Here To Stay,” Says Monica Shah Of JADE

It’s the season of couture showcases! While the Hyundai India Couture Week (ICW) 2024 set the stage for championing Indian craft through a modern lens, there’s more in store for couture lovers. JADE, one of the finest couture brands in India, by Monica and Karishma presented its bridal couture line ‘A Bride’s Reverie’ in the national capital’s historic Travancore House. Draped in rich hues of red, the venue was fitting for the brand that strikes a delicate balance between timelessness and glamour. Best known for showcasing India’s rich textile heritage through contemporary creations, the couture house is also popular for working with several international designers under their flagship export brand Chanakya International.

Celebrating the bride’s journey with their latest collection, the collection has something for every occasion—weddings, cocktail soirées, and receptions. From tone-on-tone embroidery to ombre, and zari work—the show offered a spectacle of versatile creations like gowns, sarees, lehengas, corsets, and jackets in rich colours. Mira Rajput turned showstopper for JADE and dazzled in a greyish-blue lehenga set featuring intricate embroidery.

We speak to Monica Shah, Creative Director of JADE, to know more about the collection and her take on the trends of the season.

Edited excerpts:

1. What’s the Collection ‘A Bride’s Reverie’ All About?

‘A Bride’s Reverie’ is all about capturing the profound journey of self-discovery that every bride undertakes. This collection pays tribute to the radiant journey of embracing one’s true self, reflecting an inner brilliance that shines through every carefully crafted detail. The rich palette of midnight blue, marsala, gold, and more, echoes the multifaceted nature of love, setting a new standard for bridal fashion.

2. What Are Some Trends We Are Likely To See In Bridal Couture?

Bridal couture, for us, is a blend of traditional craftsmanship with contemporary designs. Techniques like ek taar embroidery on velvet and Banarasi silk are making a strong comeback, with intricate zari work and floral motifs adding layers of sophistication. There’s also a shift towards more personalised and narrative-driven designs, where every detail on the outfit tells a part of the bride’s story. Bold colour palettes, from deep midnight blue to vibrant vermilion red, are becoming increasingly popular, reflecting the diverse and multifaceted nature of modern love.

3. You’ve Spent the Last 15 Years Pushing Your Limits and Delivering Consistent Designs. What Leads You to Strive for More?

My passion for design is ever-evolving. Each collection is a new journey, a chance to explore, learn, and create something that resonates deeply with people. The joy of pushing boundaries and discovering new horizons keeps me inspired and motivated to strive for more.

4. Tell us More About What the Jade Man is Kike. What are Some Trends in Menswear That We Can Anticipate?

The JADE man is someone who values tradition but is not afraid to embrace modernity. He is confident and sophisticated, and appreciates the finer details of craftsmanship. For him, it’s about making a statement through subtle elegance, and timeless designs. We anticipate trends like intricate embroidery on menswear, the use of luxurious fabrics like velvet and silk, and a palette that includes classic hues like navy, burgundy, and gold. The focus for us will be on creating pieces that are both versatile and distinctive.

Read Also – Comfort Is The Biggest Commandment For The New-Age Bride: Tarun Tahiliani

5. You Recently Designed the Bespoke Gulzar Bundi for Anant Ambani. What did it Entail?

Designing the bespoke Gulzar Bundi for Anant Ambani was a deeply personal and intricate process. It involved the art of Ek Taar embroidery with resham threads creating floral motifs symbolising abundance and prosperity. Paired with a two-toned Benarasi silk kurta, it was a tribute to traditional artistry.

6. Sheer is Back in Vogue and is Being Presented More Innovatively. Share Some Styling Tips You Think May Work Well.

Sheer fabric embodies whimsy, romance, and timelessness, making it both versatile and elegant. It’s being reimagined with innovative layering, embroidery, and textures, offering endless possibilities. I love how sheer adds an ethereal quality to any ensemble, allowing for creative play with silhouettes and contrasts. Layering sheer over pastels with a pop of colour can add depth, while subtle embellishments on sheer fabrics can elevate the look. It’s all about striking a balance between allure and sophistication, making sheer work for both day and evening wear.

7. Do You Think Maximalism is Here To Stay? If Yes, How Does One Do Justice To The Look?

Maximalism is indeed here to stay, as it celebrates boldness, individuality, and self-expression. To do justice to this look, it’s important to find a balance between bold elements and cohesive styling. Start with a statement piece, such as an elaborately embroidered gown or a heavily adorned lehenga. Complement it with accessories that enhance, rather than overpower, the look. Mixing textures, patterns, and colours can create a vibrant ensemble that truly stands out. The key is to embrace your personal style and wear each piece with confidence.

8. What’s Your View on the Desi Coquette Aesthetic and How Does One Carry This Look to Make a Statement?

The Desi Coquette aesthetic is a playful yet elegant blend of traditional charm and modern flirtation. It celebrates femininity with a touch of nostalgia, incorporating elements like delicate embroidery, soft fabrics, and vintage-inspired silhouettes. To make a statement, focus on mixing classic pieces with contemporary accents—think of a vintage-inspired saree paired with bold accessories or traditional jewellery with a modern twist.