Since its inception in 2007, Rimzim Dadu’s eponymous brand has carved a distinct niche in the Indian fashion landscape, delivering a unique blend of contemporary luxury and hand-crafted artistry. At the core of her brand lies a bold, progressive approach to surface texturing, setting the label apart in a market that often gravitates toward more traditional aesthetics.
Over the years, Rimzim has garnered both national and international acclaim, with her designs being featured on runways and in prestigious venues across the globe. Winner of 2 Elle Style awards, 1 Grazia Young Designer award, FICCI Young Achiever award – Rimzim’s work has been showcased at the prestigious Victoria & Albert Museum in London, which is one of the world’s leading cultural institutions. This honour, coupled with her inclusion in Forbes 30 Under 30, underscores her impact not only in fashion but also as a leading voice in redefining Indian craftsmanship.
THE JOURNEY
Rimzim Dadu’s educational journey is deeply rooted in her father’s garment export business, where she spent countless hours with karigars on the job, learning firsthand from their craftsmanship. This intimate exposure to traditional techniques gave her a profound understanding of textile manipulation and design. Alongside this hands-on experience, she pursued formal education at Pearl Academy, where she earned a BA (Hons.) in Fashion Design and Technology, solidifying the groundwork for her innovative approach to fashion.
“From a young age, I was immersed in textile industry through my father’s work. I fondly recall spending afternoons after school at the factory, observing and engaging with the artisans. Fashion was a natural path for me, as it was all I had ever known. Even before I fully grasped the intricacies of design, I knew this was the direction I wanted to pursue,” Rimzim Dadu told Apparel Resources in an exclusive interview.
| Rimzim Dadu’s innovative use of materials and techniques fills a critical gap in Indian fashion, appealing to discerning customers who seek modern silhouettes rooted in intricate craftsmanship. |
Born out of a deep fascination for materials and a desire to push the boundaries of traditional fashion, Rimzim Dadu’s label reflects meticulous attention to detail while pushing the boundaries of textile manipulation.
PRODUCT CATEGORIES AND KEY TECHNIQUES
The brand spans across various product categories, including womenswear, menswear, footwear and accessories. With a target market of fashion-forward individuals aged 25 to 45, the brand appeals to those who value innovative design, luxury and contemporary fashion, while maintaining a deep respect for traditional craftsmanship. Based in New Delhi, the brand creates unique, statement pieces that seamlessly blend art and fashion, attracting customers who seek distinctive, high-quality designs that stand out in a
modern wardrobe.
| The idea was to create something that stood apart from the conventional, something that would challenge the norms of Indian fashion while still paying homage to its rich heritage. Over time, this vision evolved into a brand that blends cutting-edge techniques with traditional craftsmanship, resulting in pieces that are innovative as they are rooted in Indian culture. Rimzim Dadu |
“I’ve always been drawn to exploring the intersection of art, craftsmanship and innovation, which naturally led me to experiment with textiles in unconventional ways. The brand’s focus on contemporary Indianwear came from a desire to reimagine traditional elements through a modern and experimental lens,” Rimzim explained. Over the years, the brand has experimented with and perfected a host of specialised techniques, including metallic cord embroidery with fluid interlacing, textiles inspired by intricate lace-making, cane webbing and labour-intensive motifs crafted from metallic and silk cords. Today, its one-of-a-kind designs and unusual materials such as its signature metal textiles, have become a hallmark of the label. Rimzim describes the journey as constantly reinventing what Indian fashion can be, while staying true to the essence of cultural identity.
Rimzim has earned recognition as a ‘progressive texturist’, driven by her deep appreciation for materials and their transformation into art forms. Her design philosophy, led by instinct, brings an alternative perspective to traditional materials through unconventional yet intuitive handcraft techniques. This often involves processes of deconstruction, modification and reassembly, pushing the boundaries of what materials can become.
Her signature design approach frequently sees micro elements magnified into macro proportions, or printed patterns on a similar strain that are reimagined into three-dimensional surfaces, reflecting her innovative spirit.
MATERIALS, MANUFACTURING AND SOURCING
Founded in 2007, Rimzim Dadu’s brand operates with a dedicated team of 100 employees and a manufacturing unit that is based in Noida.
The entire production process is managed in-house, a strategic choice that allows the brand to create its own textiles and maintain complete control over quality and innovation. This vertical integration enables the team to experiment with unique techniques and materials, ensuring that the brand’s design vision remains uncompromised and free from dependence on external vendors.
The brand follows an edit-based approach for its collections, emphasising precision and innovation in every release. Its recent collection, ‘Stucco’, showcased at India Couture Week 2024, serves as a powerful homage to the opulence of Baroque architecture, reinterpreted through an avant-garde lens.
With meticulous craftsmanship and a modern aesthetic, ‘Stucco’ blends the rich, intricate details of Baroque fashion with contemporary design elements. Each piece in the collection is a testament to the brand’s commitment to artistic vision and technical mastery, seamlessly blending historical grandeur with cutting-edge fashion.
WHAT SETS THE LABEL APART
What sets the Rimzim Dadu label apart in the realm of Indian womenswear is its unique fusion of traditional craftsmanship with avant-garde design. The brand stands out for its innovative use of materials and techniques – an experimental approach that results in distinct, one-of-a-kind pieces which merge historical inspiration with contemporary aesthetics.
“We always strive to redefine traditional Indianwear through modern interpretations and sophisticated craftsmanship ensuring each creation is both culturally rooted and fashion-forward. This distinctive blend of heritage and innovation, combined with meticulous attention to detail, gives the label its unique identity in the fashion industry. We proudly call our women clientele who are getting married the ‘Bride of Steel’,” Rimzim stated.
RIMZIM DADU SIGNATURE TECHNIQUES3D APPLIQUÉ Cotton is treated in a special Rimzim Dadu technique to almost behave like paper which makes cotton crisp and prevents unfinished edges. SIGNATURE HAIR THIN STEEL WIRE Hair thin steel wire is sewn together to create a structured yet fluid, easy-to-wear silhouette. SIGNATURE HAND WOVEN CORDS The centuries-old technique of cord work dates back to the Mughal era. This lesser known craft has seen a comeback in the form of contemporary designs in India. |
LOOKING AT THE FUTURE
Rimzim Dadu’s future plans focus on both domestic and international expansion, with new retail stores set to strengthen the brand’s physical presence in key markets. Alongside this geographic growth, the brand aims to continue pushing the boundaries of textile innovation while exploring new categories to diversify its product range. The goal is to make the label more globally accessible while maintaining its commitment to craftsmanship and cutting-edge design innovation.
Commenting on the same, Rimzim said, “My vision for the future of Rimzim Dadu label is to continue pushing the boundaries of Indian fashion by seamlessly blending heritage craftsmanship with modern innovation. I aspire to elevate the brand’s position as a leading name in contemporary Indianwear, creating pieces that are not only fashion-forward but also deeply rooted in our cultural legacy.”
| Over the years, the brand has experimented with and perfected a host of specialised techniques, including metallic cord embroidery with fluid interlacing, textiles inspired by intricate lace-making, cane webbing and labour-intensive motifs crafted from metallic and silk cords. |
Rimzim Dadu’s rise to prominence is not just a personal success story but also a reflection of a broader movement within Indian fashion, where designers are increasingly exploring the fusion of heritage and innovation. Her brand stands as a beacon for what can be achieved when creative vision is combined with an unwavering commitment to craftsmanship, making her a key player in both the national and global fashion arenas.
The designer also hopes to inspire a new generation of designers and fashion enthusiasts to appreciate and innovate within our rich tradition, ensuring that the Rimzim Dadu label remains a symbol of both artistic excellence and cultural significance.
AR: How does Rimzim Dadu label maintain a balance between tradition and modernity in its approach?RD: We maintain a balance between tradition and modernity by seamlessly blending Indian craftsmanship with contemporary design elements. This involves using innovative techniques to adapt traditional methods, such as metallic cord embroidery and intricate lace-inspired textiles, with unconventional materials and methods. Our artistic vision often features modern interpretations of historical elements, like topography-inspired artwork created from chiffon cords or metal textiles. AR: What, according to you, is driving consumption in fashion categories in the Indian market?RD: In the Indian fashion market, rising disposable incomes and urbanisation are driving consumption, with consumers increasingly investing in both luxury and premium fashion. Traditionalwear remains popular for cultural events, while modern and fusion styles are influenced by social media and celebrity trends. The digital shift towards e-commerce has made fashion more accessible and global trends have broadened style preferences. Customisation is becoming important for those seeking unique, personalised pieces. This blend of traditional influences and modern trends is shaping the evolving fashion landscape in India. |
