The third edition of The Wedding Collective, scheduled to take place from 21st to 23rd August at the Jio World Convention Center in BKC, Mumbai is a one stop destination for all things bridal fashion. The Artisans Audit, curated by Jaina Lalbhai, founder of Style Audit by Jaina and Gaia, is a selection of brands and labels that work extensively with crafts and textiles from around the country. The edit is perfect for wedding guests, building your trousseau, those in-between bridal occasions, and has something for every budget and aesthetic. Ahead of the showcase, we catch up with Lalbhai, as she gears up for the upcoming edition of The Artisans Audit.
This is your third year with The Wedding Collective. How does it feel?
It feels surreal, just like the first time. The Artisans Audit covers an area of around 3,400 square feet, dedicated to brands doing some exceptional work with crafts. It's almost like a mini shop in Mumbai, and the fact that the area keeps increasing each year feels fantastic.
What did you keep in mind for this year’s edit?
Giving maximum variety to the customer is key. Over the two years at The Wedding Collective, I have realised that for people to purchase multiple pieces, there has to be a medley of options to pick from. Secondly, there has to also be a balance in price points. Not everyone who comes is getting married or has unlimited budgets. Being mindful and keeping a balance is what gets us more and more patrons.
Can you give us a sneak peek on the curation we can look forward to?
We have a robust curation of 14 designers, bringing a sense of newness to the curation. We have artisan-led labels like Hema Patel and designers like That Antique Piece that do engineered silhouettes using weaves and embroideries. Hence, there is something for everyone to pick from.
The main ethos with the curation this year, is for brides to be able to pick things directly off the hanger—either for their big day, trousseau or just as a part of their wardrobe. I also wanted to create a space to spotlight talent who weren't established designers but have incredible pieces to showcase.
Do you consider how brands are reinventing craft for a contemporary audience while curating The Artisans Audit?
This is a conscious decision I make while curating all exhibitions or shows. All of us need to understand that sometimes to keep a craft alive one must reinterpret it, especially when speaking to a younger audience. Hence, we’ve got a mix of brands from Chitravali that do hardcore traditional outfits to Reik who bring a ready-to-wear outlook on crafts.
What's your go-to rule for wedding dressing?
With the rise of social media and Instagram weddings, dressing has become a lot more complicated. Earlier, selecting an outfit for your big day used to be about what appealed to you and not what you saw online. While everyone wants to go all OTT, I am a big believer that there only can be one hero piece that you champion—whether it's your outfit or a piece of jewellery.
