EXCLUSIVE: "We’ve tried to keep the look true to every actor’s individual style" - Arpita Mehta on curating looks for her coffee table book The Mirror
Designer Arpita Mehta, whose had a successful last decade in the fashion industry, is celebrating a huge milestone with the launch of her coffee table book - The Mirror. It features some of the brands' most celebrated muses such as Sonam Kapoor, Sonakshi Sinha, Ananya Pandey, Kiara Advani, Samantha Prabhu, Madhuri Dixit Nene, Tara Sutaria, Malaika Arora, Athiya Shetty, and Vaani Kapoor.
The Mirror is a book of the many moods of fashion. It is a reflection of the moods spanning the decade-long journey of fashion label, Arpita Mehta. However, it tells a story of fashion that many can resonate with — through a series of words, anecdotes, retrospectives, emotions, themes, and beautiful imagery.
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Bollywood Hungama spoke to the designer Arpita Mehta on her decade-long journey, the idea behind this coffee table book, the curation of it, getting celebrities to be a part of the celebration, and more.
I hope you are doing well. How does it feel getting back to work after the year we’ve had in 2020?
It feels amazing! Our back-office and production team started working about 6 months ago with all sanitary guidelines. We also launched our very first flagship store in November’20. In these last few months work has started picking up, which is a huge relief & every day I feel more grateful and blessed when I reflect on how things have worked out for me thus far.
Arpita Mehta Label completed 10 years in the industry. What has been the experience so far and what have you learnt since you started your label?
I am so overwhelmed with all the work that we as a brand have accomplished, and I’m truly moved by all the love and appreciation that we’ve received over the years. It feels wonderful to be where I am right now. The one thing that is significant is that we’ve been able to carve our niche and achieve a very unique identity in the industry, and it has taken a lot of time and consistency to get here. Honestly, doing the work that I do, I feel like there is something new to be learnt each day. There’s a new challenge, new ideas we’d like to work with every single day. I feel being consistent in what you do and not giving up are a few things that will stay with me forever.
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What was the idea behind launching a coffee table book – The MIRROR? Did you have the vision to do it on your 10th anniversary?
I have always been very keen on the idea of a coffee table book and personally I get quite excited and I am also very drawn by good visual content. So, for our 10th anniversary, I wanted to create something special for the brand that would stay with it forever and would also be a mark of what we stand for. That’s why I thought that it was the best time to create and launch a coffee table book that would represent the brand in an eclectic and unique way.
Going through the book, the collection looks eclectic. You’ve shot with popular actresses who have been wearing your collection for years now. When you pitched the idea that you wanted to have them on board for this book, what were their reactions?
To be honest, this was the trickiest part of the entire process. Even though I have worked with them on so many occasions, I was unsure of how they would react to the idea and wondered if they'd be welcoming of it. But to my pleasant surprise, everyone warmed up to the idea immediately; in fact, they were really excited and said yes in an instant. Truly very generous of them all. It was extremely overwhelming! Thankfully all the shoots which spanned over a year pre-covid and went on through the pandemic were carried out effortlessly.
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When did you start conceptualizing the idea of the collection of which the actresses were a part of?
I actually thought of this concept back in November 2019 and I even remember discussing it with my friend and stylist Mohit Rai. At first, the thought of having 10 actors seemed impossible, but he pushed me and gave me the confidence to make me believe that it’s achievable and not as unrealistic as I had imagined. So we began working on this in January 2020. We’ve tried to keep the look true to every actor’s individual style, even though they’re all dressed in classic Arpita Mehta outfits.
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