Indian craftsmanship is having a major moment, and it’s not just the brides and Bollywood stars who are loving it. Since the Ambani wedding lit up the internet, with everyone from the Kardashians to Naomi Campbell draped in stunning traditional pieces, the already-renowned Indian wear has gone global in the chicest way possible. What’s beautiful about this surge is its inclusivity—the fashion-forward crowd from diverse backgrounds have their eyes on Indian wear, and designers are responding with styles that cater to every fashion taste while preserving tradition. One such designer is Pallavi Puri.
Born in India, Pallavi launched her eponymous label back in 2007, crafting a niche for herself with pieces that married old-world luxury with modern aesthetics. Fast forward to 2021, and she’s setting up shop in Dubai, bringing her designs to a city that’s all about luxury.
From dressing Dubai Bling stars like Farhana Bodi and Lojain Omran to styling Middle Eastern fashion icons like Mariam AlYassi and Zozo Kahramana, Pallavi’s creations are a celebration of cultures crossing paths.
She takes the intricate embroideries and rich fabrics that Indian fashion is known for and flips them onto silhouettes that feel as at home in a chic Dubai lounge as they would at an Indian wedding.
Discover how Pallavi Puri is rewriting the rules of Indian couture, one stunning creation at a time, in her exclusive conversation with Soigné.
Can you tell us a little about your background?
I was born and raised in India, and my love for fashion began at a very young age. This passion led me to study at the National Institute of Fashion Technology (NIFT). In 1998, I continued my journey at L’affaire in New Delhi, where I gained valuable experience.
It has always been my dream to have my own brand, so in 2007, I was ready to launch my own bespoke label, workshop, and exclusive store in Defence Colony, New Delhi. Over the years, I’ve worked hard to grow my brand and establish myself within the fashion circles in India. In 2021, I expanded my brand to the UAE, introducing an Emirati line to coincide with Ramadan.
Your roots are in India, but your branches now spread across continents. How does your cultural heritage influence your designs today?
My Indian heritage remains the beating heart of my designs, even as I expand internationally. The vibrant colors, intricate patterns, and rich textiles of India are woven into the DNA of every Pallavi Puri creation. However, my experiences living and working across different cultures have added new dimensions to my aesthetic.
I see my designs as a bridge between East and West – marrying the opulence and craftsmanship of traditional Indian artistry with contemporary silhouettes and global lifestyle needs. Whether it’s incorporating Rajasthani mirror work into a modern cocktail dress or reimagining the sari for the cosmopolitan woman, I strive to create pieces that honour my roots while speaking to a diverse, international clientele.
Indian embroidery and patterns are being reimagined by a new wave of designers, giving them a contemporary perspective that resonates with people from all parts of the world. How do you see Pallavi Puri contributing to this evolving narrative and shifting perceptions?
I always aim to blend the rich heritage of Indian embroidery and patterns with a modern sensibility that appeals to a global audience. By juxtaposing traditional craftsmanship with contemporary design elements, our brand reimagines these timeless techniques in ways that resonate with today’s fashion-forward consumers. Our creations are not just garments; they are a celebration of India’s cultural artistry, presented with a fresh perspective that bridges the gap between tradition and modernity. Through innovative silhouettes, bold embellishments, and a commitment to quality, Pallavi Puri contributes to the evolving narrative by offering pieces that honor the past while embracing the future, making Indian fashion accessible and relevant to a diverse, global clientele.
You’ve dressed some of the region’s most iconic figures. What’s your approach to creating designs that resonate with such a diverse, high-profile crowd?
My approach to creating designs that resonate with such a diverse and high-profile crowd is rooted in a deep understanding of the cultural nuances and personal styles of each client.
I believe that every design should tell a unique story, one that reflects the individuality of the wearer while maintaining the luxurious essence of the Pallavi Puri brand.
When creating for a diverse clientele, I focus on blending traditional craftsmanship with modern elements, ensuring that each piece is not only visually striking but also culturally relevant. Whether it’s the intricate details of a lehenga choli or the elegant simplicity of an abaya, I strive to create designs that celebrate both heritage and contemporary fashion.
Working closely with my clients, I aim to understand their personal preferences, the occasions they are dressing for, and the statements they wish to make. This collaborative process allows me to create bespoke pieces that resonate on a personal level, making each design a true reflection of the wearer’s identity, all while exuding the timeless luxury that defines the Pallavi Puri brand.
Every Pallavi Puri piece seems to reflect its own story. Can you give us a behind-the scenes peek at how one of your favourite designs came to life from concept to creation?
One of my personal favorites is the White Kaftan adorned with Multi-Color Stone Embellishments. This design was inspired by the idea of blending simplicity with opulence, a balance that I believe resonates deeply with the women who wear our pieces.
The journey began with a vision of creating something that was both timeless and eye-catching, suitable for a range of occasions from weddings to cultural gatherings. I started by selecting the pristine white fabric, symbolizing purity and elegance, as the foundation for this piece. The real challenge and excitement came in the embellishment process. I wanted the kaftan to be not just a garment, but a statement piece that captures attention without overwhelming the wearer.
The multi-color stone embellishments were meticulously chosen and arranged to create a harmonious yet vibrant pattern. Each stone was handpicked to ensure the perfect balance of color and sparkle, reflecting the diversity and richness of the cultures we draw inspiration from. The process required countless hours of detailed handwork, with our skilled artisans carefully placing each stone to achieve the desired effect.
When you brought Pallavi Puri to the UAE with your Emirati line, what cultural elements were you most excited to incorporate into your designs? How did Dubai inspire this fusion?
When bringing Pallavi Puri to the UAE with the Emirati line, I was particularly excited to blend the rich traditions of Emirati culture with the intricate craftsmanship of Indian design. The elegance and modesty inherent in Emirati fashion provided a beautiful canvas for introducing elements like delicate hand embroidery, luxurious fabrics, and vibrant colors that are signature of Indian couture. Dubai, with its dynamic fusion of cultures and modern sophistication, inspired this collection by allowing me to experiment with contemporary silhouettes that resonate with both traditional and modern aesthetics. The city’s vibrant energy and appreciation for luxury fashion made it the perfect place to introduce this unique blend of styles, where each piece reflects a harmonious balance of both worlds.
Your move to Dubai has clearly made waves, with your atelier becoming a go-to for the region’s fashion-forward. What’s the vibe like in your Dubai studio, and how do you keep the creative energy flowing in such a diverse city?
Moving to Dubai has been an incredibly enriching experience for me and the Pallavi Puri brand. The city’s vibrant and diverse atmosphere plays a significant role in shaping the creative energy within our atelier. Dubai is a melting pot of cultures, styles, and ideas, and that diversity is reflected in the dynamic environment of our studio.
To keep the creative energy flowing, we encourage collaboration and open dialogue within the team. We frequently engage with clients to understand their vision and incorporate their ideas into our designs, making each piece truly unique. Additionally, engaging with the local community in the UAE and drawing inspiration from their culture, understanding their tastes, and adapting designs to create pieces that resonate with them is what makes Pallavi Puri distinctive and unique.
Every designer has their muses. Who or what inspires you the most, both in fashion and in life?
Queen Rania, Victoria Beckham and Abu Jani.
With the festive season approaching, what trends do you see on the horizon, and are there any styles you’re planning to introduce this season?
We’re excited to announce a special Diwali collection launching in-store before the festival. Customers can look forward to pre-ordering their favorite pieces. To make the occasion even more special, we’ll also showcase a curated line for Diwali at Bloomingdale’s. Expect a stunning collection of color and fashion-forward Indian wear. Our Diwali festivities promise to be extraordinary and can’t wait to unveil our latest collection!
What’s the one piece of advice you would always give to an emerging designer?
My most important piece of advice is to stay true to your unique vision and identity. The fashion industry is highly competitive, and while it’s essential to be aware of trends and market demands, what will set you apart is your individuality and the story you tell through your designs.
