The occasion of Women’s Day seemed like an apt time to create a new sartorial entity for women. Sonam and Paras Modi, designers behind the label SVA, did exactly that by launching their luxury prêt label Arya By SVA. The duo also opened SVA’s flagship store in Marine Drive, Mumbai. The designers who already own the label SVA that’s known for its coveted bridalwear, decided to delve into the luxe prêt segment tailored for semi-formal and non-bridal occasions. We caught up with Sonam & Paras Modi to understand the design philosophy and their vision behind Arya By SVA. Excerpts from an interview.
From occasion wear to a luxury prêt label, it’s been quite a journey. Take us through the conceptualisation and creation of your new label Arya by SVA. What can we expect from its first collection?
We wanted to come up with something that’s both young and fresh. This label is applicable to every age group and every size. There’s no bar on that, and we want every person to identify with it. SVA is predominantly a bridal-centric brand. So, we wanted something that’s luxury prêt, that’s easy to wear to brunch, dinner, cocktail. That’s the main idea behind this label.
Are there any similar elements in both the labels?
Yes, of course. Arya is by us so you’re going to find the essence of SVA in it too. But it’s going to be even more fresh, young and minimalistic.
Like you already mentioned, we know this label is minimalistic. What’s the design approach?
We’ve taken a sartorial approach including quirky prints and it’s always going to be inspired by nature. For this collection, we’ve used the owl motif. Our first spring summer line is a little quirky, pastel and very geometrical.
You’ve launched your flagship store, and a new label. Tell us what’s in store for you as designers and for SVA as a label?
We’ve completed five years this year. That’s also the reason why we decided to open a new flagship store, which is at Marine Drive. Also. This all seems very new today — launching both our flagship store and a new label. So, for a while, this is going to be it. Then of course, SVA will keep coming up with new collections every other season.
This interview, conducted by Eesha Kaul, has been lightly edited and condensed for clarity.