It's fabric driven

FOR CHENNAI-based designer Chaitanya Rao, the operative word in creating couture seems to be "pamper". With clean lines and caressing fabrics, his well-structured clothes reflect a sense of effortless cool - that much-desired fashion quotient today.

The young designer has been around for over five years. But, to use the contemporary cliche, he "arrived" only recently with his signature store at Shyam's Gardens, Khader Nawaz Khan Road, Nungambakkam (phone- 98400-71432). After several freelance assignments and a tryst with tinseldom (he designed clothes for Madhavan and Reema Sen for the song sequences in Tamil superhit "Minnalae"), Chaitanya Rao is clear about what the "fashion- conscious in Chennai want".

Like most designers today, for Chaitanya too fabric seems to be the spur. "All my fabrics are imported - pure crepes, lycra, cotton jacquard, georgettes etc. I am very particular about the fabric. I don't compromise even on the lining," says Chaitanya, who has created fashionable tops with interesting neck lines, structured skirts, trousers, hipsters, kurtas and a sprinkling of salwars.

When pointed out that the range is very limited, the designer explains, "Western wear is tricky business. If the fit isn't fine, then it simply doesn't work. So what I've done is created a range from which clients can make their choice and order - giving colour and fabric specification. Some even like to mix two styles."

The mezzanine floor of his compact store stocks some exquisite fabrics - all imported. "I think this idea of made-to-order clothes is in - because customers are very conscious about what they want and what exactly works for them", he says.

With a medley of cocktail clothes and stylish kurtas, Chaitanya makes a hip entry into the happening world of fashion. Will his creations and price tags continue to attract fashionable Chennaiites for a long time to come? Well... let's wait and see.

T. KRITHIKA REDDY

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