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A flight of stairs leads to a spacious studio whose interiors are a luxurious spin off of an industrial workspace. Muted tones of grey and black and industrial mesh-like installations offset mannequins dressed in luxury festive wear. The large glass windows allow ample natural light, like a few other studio spaces in the city. But Shilpa Reddy’s studio stands out with a see-through workshop attached to the store.

The capacious store overlooks an equally large workshop (total area 3000sqft) where the kaarigars are at work. Shilpa’s cosy office is amid this workshop. She isn’t sure if any other fashion studio in the country has a similar open studio set-up, but she wanted a store that’s integrated with the workshop for varied reasons: “Clients who see the craftsmen at work will understand the man-hours that go into making these garments. When you know the story behind a creation, you value it more. This set-up also allows me to work with the team closely and make changes to the garments,” she says, taking us through the studio.

The idea of an open studio also lends gravitas to customised clothing that Shilpa is increasingly focusing on. “When I attend a wedding I notice how brides look like they’ve stepped out of a magazine advert. An ensemble might be tailored differently to suit a body type, but there’s no surprise element. Customisation is key to let someone’s individuality and personality stand out through their clothing,” she says.

Seven years since the launch of her signature label, Shilpa Reddy has opened her new studio on road no. 45, Jubilee Hills, encompassing wedding and occasion wear and luxury prêt. The impeccable finishes she’s been known for since her first collection don’t change. But her outlook towards design has gone through a change. One remembers the sharp-cut jackets that were her signature style. She had also showcased a contemporary ikat line with sharply-tailored coats in Paris for an event. Today, she says, she has mellowed down. “Not everyone can carry off those cuts, so I’ve toned that down over the years. I still design garments that are edgy but the outlook is different. I can be in my la-la land and dream of designing a certain way but I am a designer only if I know how to tweak the design to suit more people,” she says. Her own style statement is a reflection of this change. She’s sporting trousers studded with metallic beads but has teamed it up with a flowy top, accentuating the feminine touch.

Shilpa has also diversified into men’s line and occasion wear for children, in addition to catering to brides, bridesmaids and guests for pre and post-wedding events. The trend now, she says, is the groom and groomsmaid and bride and bridesmaid opting for ensembles in a similar colour tones, “With brides, you can’t experiment much with the sari and lehenga. But with the bridesmaid and other family members, friends and guests, it’s a playfield to bring in some fun. Instead of embellishments and embroidery throughout an outfit, I use it to make a statement. The possibilities are endless.”

Open-studio: “The energy at work is different when we work with craftsmen at a bright, spacious studio than expecting them to deliver from a crammed, dingy space. My kaarigars are all from Hyderabad and it’s fulfilling to be able to give employment to people.”

Re-think, reuse: “Separates make a lot of sense since the garments can be teamed up differently and re-used for special occasions. Even for saris and lehengas, I tell women how to drape it or stylise it differently.”

Handlooms: “I design at least one handloom collection a year. The collection we did with Narayanpet weaves for the Woven show has been a huge hit and is still doing well.”Read more at:http://www.marieprom.co.uk/graduation-gowns | http://www.marieprom.co.uk/red-carpet-dresses