Young Designers 2009

Divya Bhatt
Apparel Design and Merchandising | PGDPD
Stitch in Time
Guide Paresh Chatterjee
Sponsonr Aditya Enterprises, Mumbai
> Africa
> Shoowa
> Geometry and contrast
> Women's wear
For my project, I designed a collection for the Spring-Summer 2010 women’s wear line for the domestic market. Aditya Enterprises had launched an in-house domestic design label “The Apple Tree” which focuses on catering to the Western prêt segment in women’s wear. The theme was ‘Africa’ as per prevailing fashion forecasts. This was the company’s first ever domestic line. The emphasis was on creating a ‘sustainable feel’ to it, meaning the creation of a style which does not pander to the whims of ever changing fashion but instead stays in the wardrobe of the wearer for a long time.
Africa is a huge continent with immense cultural diversity. My research started with the initial study of understanding the continent as a whole. I then identified one particular region, the Kingdom of Kuba, Congo which is world famous for their age-old textile called ‘Shoowa’.

Shoowa textile has an organic old-world feel. It is simultaneously bold and intricate, dramatic and subdued, irregular and ordered as well as asymmetrical and balanced. In all cases, designs are fluid, visually engaging and full of surprises. The two major elements of Shoowa are geometry and contrast. My collection was inspired by the concept of ‘scarification’ (body adornment of the Kuba tribe).
The most valuable learning I have acquired from this project has been an understanding of the cultural influences, scientific thoughts, beliefs, biological evolution and climatic requirements which go into the development of a legendary craft, spanning hundreds of years.
Communication Design
ED 5
FVC 13
GD 18
Industrial Design
FID 11
PD 15
TrAD 8
Interdisciplinary Design
DRE 14
SDM 17
I.T. Integrated Design
NMD 10
Textile Design
Apparel Design and Merchandising 17
Chitra Mahaver
Divya Bhatt
G. Gauthaman
Ipsita Bhuyan
Jabera Sulemani
Manuprasad Mathew
Molthoinu Moirangmayum
Mousumi Ghosh
Neelam Prabhugaonker
Neha Goyal
Prasenjit Kundu
Rahul Mishra
Roopika Srivastava
Saravanan Lakshmanan
Shivani Gakhar
Shruti Bansal
Shyam Kumar
LAD 10
TD 37
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