 "Life beyond advertising: Preeti Verma, on being a fashion designer")
(Life beyond advertising is a weekly feature, where we feature advertising’s interesting people; people who do crazy, creative things after working hours. We try and understand their passion and drive for what they do, what makes them tick and what it takes to wear multiple hats.
If you fit the above description to the tee and would like to be featured, write to us at_ mukta.lad@web18.in.)_
[caption id=“attachment_92276” align=“alignleft” width=“380”] Verma is creative director, DDB Mudra - West[/caption]
Sometimes, on a futile clothes shopping trip, almost everyone has this one thought: “I wish I could just make the clothes I want!” But Preeti Verma, creative director at DDB Mudra - West, did just that. Verma is the woman behind ‘ Runaway Bicycle’, and designs fashion that is ‘comfortable, cheery and as a cool afternoon breeze’.
_Firstbiz_caught up with her to understand what stimulates her design sensibilities, how her label came to be, and most importantly, how she dabbles with fashion designing despite a demanding job in advertising.
Read on to know…
How did the whole idea of Runaway Bicycle come about, and how long ago?
I had always wanted to design clothes. For a long time I had been designing clothes for myself. The first collection, that came out around 9 months back, was a bunch of designs I had made over a few years.
[caption id=“attachment_92277” align=“alignleft” width=“500”] The ‘Endless Roads’ Skirt (Courtesy: runawaybicycle.in)[/caption]
Runaway Bicycle started off because I wanted to market those designs which I’d love to wear myself. For instance, what would you make if you had a chance to design your clothes? It isn’t about being fashionable and up to date with the trends. Simple designs that will stay contemporary irrespective of the trends.
Where does Runaway Bicycle stand as of today?
It’s been a very good ride so far. Two collections old, Runaway Bicycle has been well received. We are retailing in Chennai and soon will be retailing in Goa, Hyderabad and Jaipur as well. Also we are now looking to extend the range of fabrics and weavers, we work with.
[caption id=“attachment_92280” align=“alignleft” width=“500”] The ‘Pockets for Pebbles’ dress (Courtesy: runawaybicycle.in)[/caption]
What is the story behind the distinct style all Runaway Bicycle clothing sports?
The designs are just my manifestations of a carefree comfortable life. The clothes, with their minimalistic designs made of clean lines and the simple fabrics, reflect the brand’s philosophy of being free and careless. I have tried my best to avoid some extra efforts in shoots so I came up with the ideas of colorful feet and hidden faces.
Where do you draw your inspiration to design from?
There is no particular designer really. You could say, that the small joys in life and their inherent simplicity inspires us. Just a conscious effort to mold the fabrics into really comfortable clothes.
What about fashion designing do you love the most / what is your biggest driver?
Being able to create my own stuff. It just happens to be fashion or clothes this time. Runaway Bicycle, essentially to me, is about creating stuff without being answerable to anyone but myself.
[caption id=“attachment_92269” align=“alignleft” width=“500”] A glimpse from the look book (courtesy: runawaybicycle.in)[/caption]
What about Runaway Bicycle do you find most challenging?
The time it demands. That’s the reason last two collections have been limited edition.
Could you describe a memorable moment from this journey?
There have been a few. Mostly when friends have turned up at my house and helped out and made a lot of things possible.
Will Runaway Bicycle remain a side project or will you ever take to it full time?
Hopefully, yes. By 2015 I am hoping it to be much bigger. I wanted to give it a year and see the potential of it.
Lastly, how do you maintain the work-life-passion balance? Do share the secret to how you make this work, with our readers…
There is no secret. I admit, it is very demanding and tiring but I really enjoy doing it. I have worked in advertising for so many years and now it’s time I start exploring other form of art and design as well.
Verma featured on Pepsi MTV Indies:
Liked ‘Life beyondadvertising’? Read about the people featured previously, here.
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