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Elle

by Sidhartha Tytler July 13, 2019

Elle December 2017

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The Brand

Being a self-confessed non-conformist means that designer Siddartha Tytler lays adequate stress on creating is anything but the ordinary. Exuding sophistication and elegance, the eponymous brand that was launched in 2002, boasts of ensembles that are a class apart. Favouring interesting structures, bold color’s and sharp cuts, the Tytler’s collections are an eclectic mix of several moods, all strung together by a penchant for bling and high-octane glamour. The label’s expertise ranges from sensual, draped western wear to traditional wear with a contemporary spin. From summer styles in light, comfortable fabrics like cotton, malmal, linens and crepes to winter collections using wool, leather, silks and suede, the brand’s repertoire offers it all. Not one to shy away from a bit of razzle dazzle, Tytler’s creations almost always flaunt crystal application (which is the USP of the brand) and fine thread work along with exquisite surface ornamentation, unique motifs, contrasting and appliqué work. The menswear line too echoes similar sentiments and caters to the 21st century metrosexual who is not afraid to wear his style sensibility on his sleeve. Suave and stylish, the range boasts of structured cuts, vibrant colours, and an effortless fusion of the classic with the quirky. Says the designer, “The ideal Siddartha Tytler patron is one who is very confident, independent and doesn’t allow others to dictate his or her fashion choices. It is someone who is comfortable in their own skin and can make a mark with their personality every single time.” The internationally acclaimed brand, which prides itself on its easy wearability , has already made its mark in India and internationally as well. From Mumbai and Delhi to New York, Los Angeles, London, Dubai, Kingdom of Bahrain, Panama, Riyadh , Kuwait and Japan.; the brand is truly reaching places. The label is a regular at the prestigious Wills India Fashion Week and Bridal Asia exhibition as well. The brand is also available at International websites like Strands of silk, Style arrest and Pernia’s Pop Up shop. Celebrities like Beyoncé, Priyanka Chopra, Siddharth Malhotra, Rajkumar Rao, Arjun Kapoor, Jacqueline Fernandez, Kriti Sanon,Shraddha Kapoor, Aditi Rao Hydari, Sonali Bendre, Lisa Haydon, Parineeti Chopra to name a few are often spotted flaunting the brand. Siddartha Tytler has showcased at Eiffel Tower in Paris, France and The Taj Pier, New York, USA, Shows in Dubai and all Over India. Kunal Nayar of the “Big Bang Theory” and wife Neha Kapur chose the brand for their 64th Annual Emmy Awards and People’s Choice Awards ’13 red carpet appearance as well.

The Designer

With a flair for fashion and everything couture right from an early age, Delhi-based Siddartha Tytler was always meant to be a fashion designer. After graduating from St. Columba’s in 1997, Tytler spent a year at the National Institute of Fashion Technology in New Delhi where he studied Fashion Design and Clothing Technology (FDCT). From there the designer moved on to the Fashion Institute of Technology (FIT) in New York, an experience that further honed his skills and adequately prepared him to enter the industry. Shortly after his return to India in 2002, Tytler presented his first show at the Hyatt Regency in New Delhi, to much appreciation and applause. Ever since, there has been no looking back. Siddartha is a member of the Fashion Design Council of India (FDCI) since 2006. Tytler’s style is offbeat, quirky and ideal for the well-travelled fashionista that’s not afraid to experiment. “Besides giving birth to a piece of art, getting wearibility into my structural designs takes precedence for me,” he says explaining his design philosophy.

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