East meets West and melds into individuality with Sejal’s striking high-fashion. Popping bright colours and subtle careful lines create clothing that everyone will want to wear. You might spy a pink bomber jacket with Indian peacock dots or bright orange flared jumpsuits paired with a lacey black top across the collections. Sophisticated silvery bridalwear alongside trendy T-shirts also feature! Predominantly catering to weddings, Sejal’s second brand expands into everyday elegance. “The brands offer beautiful bespoke pieces newly designed for weddings or demi-couture for every day, animating one’s normal wardrobe. I enjoy working with clients to help them create.” When working with a bride, Sejal can plan to convert the dream dress into more versatile fashions to utilise the design well after the big event! Similarly, Sejal’s celebratory approach is not limited to the domain of occasion, generating a variety of casual clothing that salutes the dynamism of cosmopolitanism:
“Like most of us with mixed-heritage, my identity has been complex. My parents come from India, but moved to West-Africa which shaped them while I myself grew up in Britain. I wanted to create a brand that reflected the gorgeous intricacy of that.” The attention to detail stretches from the cultural range of the designer’s aesthetics to the very particulars of the technical process: “I will tailor the clothes down – or up – to the exact measurement desired. I prioritise, above all, customer’s comfort.” Sejal does not then strive to mirror what’s trending – rather heed the want of the contemporary individual: “Most importantly, I want women to feel proud while being their vibrant selves.” Sejal studied Fashion Atelier at the University for Creative Arts, which gave her the traditional hands-on education on which to model modern twists: “as well as refining the rudimentary skills of a seamstress, there was a focus on age-old couture techniques, especially with regard to the Western ball-gown, which most big companies tend to steer away from. I am able to make any piece, however grand, consummately from scratch. Additionally, at university, I was the only South-Asian on the course. This compelled me to explore my background. I looked to find a balance between the two sides – my heritage and the present-day way of being. This developed the multicultural sentiment.”
Sejal further cited emotional influence: “growing up, I had to come to terms with the fact that I had polycystic ovary syndrome. It meant I became very self-conscious. Saris seemed to save me. I could embrace my passion for fashion while feeling good about my body. I always want to make well-made high-end pieces that put the happiness of the person first;” otherwise known as classic style with unique flair. “Couture is more expensive and so my clothes are investment pieces. It’s important that they be joyful to be worn again and again!” Thus, Sejal impressively challenges the status quo: she brings inclusive glamour and a remedial confidence that elevates from within. This is conscious couture.
Tell us more about your inspirations growing up?
My mother is a very classy lady, and influenced me style-wise. I was also obsessed with Western fashion, watching red carpet shows and looking at dresses such as vintage Chanel and Dior.
What’s a future aim?
I’m launching new demi-couture collections for my sister brand ANU next summer that can be bought online. I promise, you’ll be able to find that quality summer dress that lasts you through the years! However, I have structured my business model to fairly pay the artists working on the ground in India as well as our seamstresses here in the UK. In general, I’m also finding a way to create designs that don’t waste hundreds of thousands of pounds and damage the environment like in current retail. Finally, the clothes will encompass a variety of body shapes – I’m actually using different members of my family as models for this too – so it’ll be authentic!
What grabs you most about fashion?
The freedom it gives for creativity. This is priceless as an adult. Being self-expressive can-do people so much good. I love making the garments and people feel fabulous donning them – it’s a sense of benign authority. It can lead you to a more confident self.
W: https://www.sejalanujahshah.com/
