- BY: TEREZA BERKEMEIER
- Jun. 1, 2018
Leading a travelling, nomadic lifestyle Designer Saloni Lodha, grew up in Nashik a small town in western India in a traditional family. She studied advertising in Mumbai and discovered she wanted to work and be independent yet meeting her future husband when she was 19. They married and moved to Hong Kong.
Image: Daily Telegraph
In Hong Kong she identified a gap in the clothing market as there was little choice available for every day wear so she decided to make her own clothes and then started to make for other women using different materials she had obtained on her visits home to India and then selling her creations in pop-up boutiques.
Lodha then visited London to do a short fashion course at St Martins, where she learnt couture hand sewing and pattern cutting and she felt inspired to bring India to the world through fashion.
She was introduced someone who needed a consultant to speak with different suppliers based in India and Lodha could speak three Indian languages. There were no emails in those days so she had to physically visit each supplier this is where she gained her experience sourcing materials for brands such as Anya Hindmarch. From her constant travels for work Lodha created a small collection of 10 skirts. Harvey Nicols asked to buy the entire collection. In 2011, she decided to have a small presentation at London Fashion Week, it was very successful as after only four presentations she had 20 stockists including Harvey Nics, SAKS and Matches Fashion.
Lodha's style is easy to wear clothes including hold flared skirts, sari blouse-style cropped tops with patterns and a design philosophy to create easy separates and build pieces that are not just trend statements but can build a customer’s wardrobe. She creates for women who are on the go. The brand draws from her Indian heritage with colour and innovative cuts and sells at leading stockists across four continents as now she has the sweet challenge of keeping up with demand.
Image Source: NPA Rota
Saloni is loved by the likes of Jennifer Aniston, Emma Watson, Naomi Watts and Jessica Alba to name a few who she is grateful for, the marketing has soley been through these small group of supporters which is growing continuously.
Holi is one of India's most colourful celebrations with every year crowds gather in Feb/March to throw multicoloured powder to celebrate India's spring. This year Lodha invited 130 fashionable friends to celebrate in a weekend long event called 'Holi Saloni' in Udapuir. The first night there was a black tie dinner and the following evening her guests wore Saloni white clothing and splashed each other with organic coloured powder, within this gorgeous celebration she presented her capsule collection. Saloni Holi was a joyous affair where all guests and spectators felt they were part of a very special presentation. Such is the secret of Saloni's success, keeping collections small and slowly building a loyal following.