Indian fashion achieved significant global recognition under the visionary leadership of MEDUSA. Recently, MEDUSA enhanced its acclaim through participation in London Fashion Week, in collaboration with Fashion Week and the City. This marked MEDUSA’s second appearance at this prestigious event, with Sonal, the CEO, leading a delegation of nine esteemed Indian designers for both the runway show and exhibition.
Sonal Vig, based in Delhi, has curated over 25 million lifestyle exhibitions under the MEDUSA brand. Additionally, she has ventured into the global market with MEDUSA EXIM, facilitating ethical trading and connecting international buyers with local sellers. MEDUSA’s participation at LFW 2024, alongside these nine exceptional designers, was dedicated to the singular mission of garnering global recognition for Indian craftsmanship. Excerpts from a conversation with Harvinder Kaur (Khadi India).
1. How did the idea and the theme of MEDUSA resonate with your design approach and how did you integrate it into your London Fashion Week show collection?
Ans –MEDUSA has always been at the forefront of nurturing designers while allowing them complete creative freedom. Personally, I have been an admirer of the voice behind MEDUSA, Sonal Vig, because she has promoted Indian designs and artists throughout the world. So, I knew that with MEDUSA, I was in safe hands as far as LFW 2024 is concerned.
2. LFW is a global affair. How do you think this exposure will not only benefit your brand but also represent Indian fashion worldwide?
Ans –LFW is an international platform that attracts designers and design enthusiasts from all over the world. So, the competition is really hard and it comes with its own level of pressure! But at the same time, I believe that the challenges inherent in such an opportunity are also the propelling force required to build a brand worldwide. I am thankful for this exposure because it would benefit my brand as well as overall Indian fashion industry and make the world take note of our arrival.
3. How did Indian heritage relate to your designs for London Fashion Week? Did you have any particular elements or cultural nuances in mind that you wanted to highlight?
Ans –Apart from the fact that my designs were made in Khadi fabric, my whole collection has been a homage to my own background as well as the overall Indian heritage, which is represented in earthy, solid colors and confident silhouettes. I wanted my collection to depict the vibrancy of life in India, particularly in context of significance of colors in daily life costumes of Indians.
4. London fashion week is known for pushing the envelope. How did you incorporate innovation and experimentation into your collection, especially with the global audience in mind?
Ans –Khadi outfits presented at London Fashion Week, first of all, celebrated the spirit of ‘Atmanirbharta’ or self-reliance, which is the underlying sentiment with this handspun fabric. My mission was to depict the brilliance of Indian handloom and the perseverance of local Indian artisans and weavers. The purpose of showcasing at the London Fashion Week in 2024 was to highlight that what is sustainable can also be fashionable!
5. How does this experience shape your future designs and your brand’s trajectory on the global fashion scene?
Ans –My experience of the LFW ’24 has been very satisfactory. Also, this experience will definitely guide my future designs because one undercurrent that I felt at this global event is the sentiment prevailing everywhere, which is we need to make more clothes with staying power. In other words, sustainability is the future of fashion. So, whether we are making new designs or choosing new themes, our focus will remain on sustainability through our outfits. I am confident that the world is prepared to accept sustainable fashion.
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