By Annabelle Azadé Kajbaf, in Los Angeles – From Odiisha, India to the Silicon Valley, fashion entrepreneur Smaranika Sarangi has laid the land of a new style of fusion and modern Indian ready-to-wear fashion. By upcycling traditional saris and cutting them in unique shapes, the millennial long tradition of saris into fashionable and one-of-a-kind creations, spotted and worn by Hollywood celebrities in the past year.
Forbes: How did you switch from being a PhD biologist to a fashion designer?
Fashion and I go way back. When I was a child, I had a deep inclination towards style and wanted to make a career in it.
However, due to the societal thought process in India, I was drawn towards a more structured and secured career in science. Back in my mind, fashion was always there.
When I arrived in America, I started making some creative designs without having any formal training.
I also used to do a lot of upcycling with my old dresses. Seeing my keen interest, my husband encouraged me to study and take a formal degree in Fashion. I joined West Valley College in Saratoga, CA. Coming from a science background, I never had any exposure to things that are related to this craft.
As I started learning deeper, I developed more and more affinity towards this subject. I completed my degree in Apparel Designing and Apparel Production. That’s how my journey with fashion started.
Forbes: What inspired you to change your entrepreneurial switch and how did you implement your path change?
I had a vision to come up with my label with designs blending Indian and Western cultures in everyday clothing.
I presented my ideas to my fashion school and received a lot of appreciation. This encouraged me to take it further and bring my first collection to the runway.
Within a year, I showed my designs to both the Fashion Community Week in San Francisco and the Silicon Valley Fashion Week. The response I received was incredible. I understood it was time to take my brand to the next level.
Forbes: How would you describe Drape Dead Elegance and how does it set itself apart from other fusion brands?
I am blending the highly rich and elegant Ikat handwoven fabric with an international approach towards craftsmanship.
I pay attention towards preserving the uniqueness of both the worlds through my designs, styling and cuts. I Iove experimenting draping and flowing lines, geometric patterns, intricate designs, asymmetry and flattering aesthetics that bring out distinctive and never seen before patterns through my creativity.
I always try to maintain a balance between these two aspects so that none of them lose their importance. All these factors help me in creating exquisite pieces which the audience would love to own.
Forbes: Who are your main inspirations, from fashion designers to eras of History, artists etc?
I take inspiration from nature and various architectural structures and sculptures. I love to derive ideas from traditional art forms, culture and history. Lot of my designs are inspired by Art Nouveau. Also 70’s flowing and cuts have a significant impact on my designs.
I have an inherent thought process of getting ideas by looking at surroundings and people in day to day life.
Parisienne Elsa Schiaparelli is the one fashion designer who has inspired me the most.
Forbes: Who is your typical customer? How many pieces have you produced so far and what is the proportion of custom-made in all of these?
My typical customer is a modern professional woman. I also have clients who are high-fashion experts.
My brand is appreciated by women, who like to be seen, be unique and look elegant, and have an affinity towards sustainable fabric that will add value to their appearance.
I have started my brand since October 2023 and within this short span of time I have been able to produce more than 60 unique designs. 40% of these are custom made.
Forbes: Your brand aims to be impactful. Can you describe how Drape Dead Elegance improves weavers’ living conditions?
One of the key goals of my brand is to make sure the artisans are well compensated for their efforts. The weavers put in a lot of hard work and bring a lot of detailing for every piece of fabric that they produce.
But, they do not get remunerated as per their due diligence. Also their business involves a lot of middlemen who are a hindrance to their personal and financial growth.
I decided to work directly with them and make a small difference to their day to day living and make my brand impactful in the process. By this I can help in uplifting their lives to some extent.
Forbes: How many fashion shows have you done this season? Feels like you were the sensation of the Silicon Valley this summer!
I have done four fashion shows this season which include a few fundraisers as well.
I was privileged enough to showcase my designs in these prestigious platforms and got an overwhelming response.
Forbes: What are the next exciting projects you have planned for 2024?
I am going to participate in the upcoming ‘Upcycling Fashion Show’ in the Bay Area in November 2024 and I am really looking forward to this.
I also have few planned collaborations this year which I am excited about!
