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REGAL COUTURE BY MAYYUR GIROTRA

— Meher Castelino

He is known as "The King of Jamawars" with nearly 120 antique shawls in his collection. Designing regal couture which moves from ethnic to western wear, Mayyur Girotra has made wedding trousseaux his specialty. 

Mayyur, who followed his mother Rimple’s creative talents, graduated from Thames Valley University London and launched his label in 2009. Going for the complete couture look i.e. jewellery, shoes and bags the brand is available in leading stores in London and Toronto. His flagship stores in New Delhi and in Dubai followed by one in Mumbai in April 2014 are all lavish 2400 sq. ft. salons with a collection of splendid creations. Future plans include a store in London where he plans to unveil his couture creations to British clients. 

Couture is expensive so a Mayyur Girotra creation starts at Rs 50,000 and then goes upwards to reach great heights. While retailing in India and the Middle East, Mayyur admits, "The best markets are Delhi, Mumbai and Dubai. All three are great because they have different sensibilities and aesthetics. I have successfully captured Dubai and Delhi and now I'm focusing my energies on Mumbai." Admitting he specialises in wearable head turning couture, Mayyur reveals, "My inspiration comes from Indian art and architecture. I have invested several months of research on regal traditional artistic styles of embroidery and embellishments so I can mould my collection into pieces of perfection. A deep study of the architecture, as well as exquisite thread work from the royal destinations of India such as the beautiful City Palace and Amer Fort in Jaipur, Fatehpur Sikri and many more have greatly influenced the outcome of my evening gowns and bridal wear at my workshop in Delhi."

Keeping his work exclusive, Mayyur ensures that he creates just four pieces per style – one each for his four stores. While catering to eclectic clientiele, he has noticed the difference between the tastes of women in India and Dubai. "Dubai women like a lot of dazzle and flash in whatever they wear whereas in India the women are a little more understated and prefer stylish silhouettes and elegant workmanship which have a timeless quality."

Mayyur’s mix of colors and embellishments gives his creations a marked touch that is the trademark of the designer's personal identity. Playing with chiffon and rich fabrics, the opulence of the embroidery is evident in the intricate resham and zardosi work which has a noticeable Victorian touch adapted to Indain sensibilities. Lehengas have opulent embroidery while the seductively designed cholis are perfect bridal attire. The construction is simple with opulent detailing like ornamented cap sleeves and intricate workmanship on yokes and hemlines. Lean long kurtas, evening gowns and floor length tubes are encrusted with zardosi work making them ideal offerings for the global woman. 

Have participated in several fashion weeks like Lakmé Fashion Week Summer Resort 2014, Dubai Fashion Week, Kolkata Couture Week and many more, Mayyur has acquired a discerning clientele. Selected by Maharaja Narendra Singh son-in-law of late H H Maharaja Bhawani Singh of Jaipur, he redesigned uniforms of the Royal Polo Team of India and also created casual wear for the players. Mayyur was also selected as the designer for Seychelles India Day 2013 celebrations. Working with his favourite crafts like zardosi, resham embroidery, Jamavar and chikankari.. his aim is to create heirloom outfits that can be handed down generations from mother to daughter. Having dressed Bollywood fashionistas like Karishma Kapoor and Sridevi.. Mayyur’s secret desire is that he would like to design for Bollywood films but his dream client is the glamorous and sexy Hollywood star Angelina Jolie. He's thrilled about the way Indian fashion is progressing right now. "It has really taken over the International scene and we young designers are looked upon with great respect," Mayyur adds delightedly as the conversation winds down.
 

MAYYUR GIROTRA
 
MAYYUR GIROTRA
 
MAYYUR GIROTRA
 
MAYYUR GIROTRA
 
24-MAY-2014
 
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