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DESIGN DREAMS

Aaliya Deeba, a designer who has her outlets in Hyderabad and London, is now a name to reckon with in the world of designer wear. Her brand Ideebs caters to today’s woman, who is choosy and has penchant for exquisite pieces. Aaliya’s love for travel in search of various concepts helps her in creating the extraordinary. It is her keen eye for detail and class that differentiates her from others. She has carved a niche for herself in the market. Here she shares her designs and dreams.

How did designing happen?
I am always fascinated by colours and craft. The process of trying to create something new attracted me. That was what motivated me to study fashion designing at NIFT. I honed my creative and garment construction skills at Central St.Martin, London. I was born to be a fashion designer.

The genesis of Ideebs...
Ideebs was first established in London. Initially, we displayed our garments with stockists there. My work was appreciated and I could build a good and strong client base. The amazing response made me open a private studio there two years ago. This year, we opened a studio in Banjara Hills, Hyderabad.

The best part of being a designer?
My ability to translate the clients’ thoughts into reality is what makes the whole process and the efforts worthwhile. Having a meaningful discussion with the client about their dream dress and the process of taking it from concept stage to a finished garment is very gratifying.
I feel blessed to witness my client’s imagination coming true in designs.

How do you define fashion?
Being able to reflect your true personality & with your style.

Skills needed to be a designer?
A creative mind, imagination, market awareness and the ability to turn thoughts into reality. No point in having designs on mind. They need to be translated into designs without comprising on quality at any level. Immaculate stitch and execution are crucial.

Formal education needed?
It certainly helps the newcomers. Upon that you build your skills.



How do you know the latest trends?
I spend a lot of time researching and analysing trends on social media. My work and family take me to different places. This helps me gain insights into the trends going on in different countries.

Let us talk about your take on replicas – what are your views on ethics?
The practice of replicating original designs hampers creativity and talent. We as the community and compatriots should discourage this unhealthy practice. People, instead of spending their time and energy on plagiarism, should indulge in creative pursuits. I am sure that would help them come out with better and beautiful designs and scale great heights.

What is your USP?
My garments can be cherished for life. Each design of Ideebs has its own tale to tell and speaks for itself. We are experts in custom designing and help our clients make garments suiting their personality.

What is your strength/weakness?
My strength - I give my best and only the best in whatever I do. I am very positive and hard working. However, sometimes I am shy and find it hard to open up and make a conversation. Maybe that is my weakness.

How similar/different are the markets in Hyderabad and London?
London clients come with different ideas and concepts. They plan in advance and allow lots of customisation. It is not so in Hyderabad. We will be changing the trends and traits of retail business in Hyderabad very soon. I am confident about it because the brand received amazing reviews for customisation and designing skills in the city. I believe this luxury was not available to clients here earlier.

What are the trends in London?
I will talk briefly on bridal genre, as it is mostly peplum tops with uneven hemline with lehengas, jacket with tail. For the bridesmaid, it is fitted pants with knee length tops.

What is the biggest turning point?
My moving to London! I could do a ‘before-after’ in my life. You see life in a different light when you are in a new place. I have studied different cultures during my stay there. Travelling helps you broaden your mental horizon.

Five years from now?
Ideebs will become synonymous with Indian couture bridal garments.

What is your personal style?
It is quite minimalist when it comes to my dressing and hair. I like layering the dress. Mostly it is plain in blues or black. I should be comfortable in what I wear. You cannot look nice and not be comfortable.

If there was one thing you could change about your field of work – what would it be and why?
That would be the exploitation of poor people in the fashion industry.

Describe yourself in four words.
Shy, quiet, homely and hardworking.

 
 
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