How Prasanna Prakash became a top Hyderabad fashion designer

Prasanna Prakash began her career in the fashion industry two years ago. Hailing from a family with traditional roots, Prasanna’s journey is both inspiring and relatable. From being unfamiliar with a seam ripper to being recognized as the ‘Young Fashion Entrepreneur’ by Elpizo magazine, Prasanna has made significant strides. In an interview with Apparel Resources, she shares her experiences before and after college, insights into creating her first collection, her perspective on the current fashion industry, and the requirements for starting a designer label today.

Did you always plan to pursue a career in fashion design, given your background in the field?

I come from a non-fashion background, so I had limited exposure to fashion while growing up. However, I always had a passion for creating something new. Despite the lack of support for fashion design on a large scale in India at the time, I pursued a degree and decided to explore the field further.

How did you overcome the challenges of studying fashion design without prior experience in the field?

I worked tirelessly, dedicating extra time to practice sewing and spending weekends in the studio. This dedication allowed me to improve my technical skills and enhance my aesthetic sense.

What were your early experiences in the fashion industry before starting your own label?

Upon moving to Hyderabad, I had to rediscover the city from a fashion-sourcing perspective. When I started, I didn’t have a workshop, so I created my entire collection in a small room belonging to a tailor. It was a hands-on experience that made me independent and resourceful.

Describe your experience with Devorah Luxe and how you prepared for it.

I began without a lavish workshop and workforce, relying on a hands-on approach. For Devorah Luxe, I created and displayed 10 garments, and to my surprise, my first customer was my elder sister, who visited my show and placed an order for some pieces at our home.

What are the primary materials and fabrics you work with?

I primarily work with pure fabrics such as silk, cotton, wool, chanderi, georgette, chiffon, banarsi, organza, and velvet. I experiment with various techniques including weaving, dyeing, printing, bandhani, shibori, quilting, appliqué, embroidery, beading, and zardozi, often outsourcing some techniques to artisans known for their craftsmanship in Hyderabad.

How can a brand stand out in a constantly evolving fashion industry?

I believe in focusing on originality and showcasing unique designs. It’s essential to excel in what you do and continually work on honing your skills to offer something special and distinct. Additionally, for those with limited resources, starting small and participating in exhibitions can be a more agile approach than traditional retail or fashion shows.