Goa: Renowned Indian designer Ritu Beri opens ESCAPE, a multi-brand boutique in a restored 200-year-old villa, merging traditional craftsmanship with modern design, and promoting a unique cultural experience that fosters individuality and artistry in fashion.
Ritu Beri, a prominent figure in the Indian fashion industry and a pioneer of contemporary design, is unveiling her latest venture, ESCAPE Goa, in a historic setting. At the age of 52, Beri continues to make strides in the fashion world with the opening of this multi-brand boutique located in a beautifully renovated 200-year-old Portuguese villa. The boutique is imbued with her signature red-and-white colour scheme and is designed to reflect her eclectic style that she describes as “Punjabi Rock and Roll,” an intriguing blend of pop art and baroque influences.
The boutique, which serves as a platform for design and lifestyle, aims to be more than just a retail space. Beri’s vision for ESCAPE is to create an immersive experience where art, culture, and style come together harmoniously. Speaking to the Indian Express, she described ESCAPE as a place that allows visitors to engage with the stories behind each creation, emphasising the uniqueness of the setting. “It’s about breaking away from the ordinary and stepping into a space that celebrates individuality, artistry, and the beauty of self-expression,” she said.
Beri’s illustrious career began in 1990 with her label and skyrocketed when she became the first Indian designer to showcase at Paris Haute Couture Week in 1999. In 2001, she broke new ground as the first Asian to lead the French fashion house, Scherrer. Her extensive experience in fashion has seen her work with a diverse clientele, including royalty and Hollywood stars.
Reflecting on her three-decade journey in the fashion industry, Beri noted the importance of blending traditional craftsmanship with modern innovation. “Fashion changes, but style endures. My success lies in my ability to blend tradition with innovation,” she remarked. Through her designs, she aims to tell timeless stories that resonate with her audience, stating, “there’s always another story to tell, another dream to chase.”
When asked why she chose Goa for her latest boutique rather than larger cities like Delhi or Mumbai, Beri highlighted the unique essence of the coastal state, calling it a “melting pot of cultures, creativity, and freedom”. She expressed desire to establish ESCAPE in a more tranquil environment, where art and fashion can flourish away from the distractions of urban life.
Beri has dressed numerous influential personalities, from global leaders like Bill Clinton and Prince Charles to celebrated actors such as Nicole Kidman and Madhuri Dixit. Her designs are aimed at individuals who embody their attire as extensions of their personality, rather than mere outfits.
In her discussion about the role of fashion shows in today’s world, Beri described them as a magical experience that transcends clothing, encapsulating storytelling and artistic expression. Despite the rise of digital platforms, she believes in the importance of live runway shows, as they allow a designer’s vision to come alive.
As fashion continues to navigate the complexities of cultural appropriation, Beri asserts the importance of honouring the traditions and stories behind diverse cultures. She believes that true cultural appreciation stems from deep understanding and respect, which she integrates into her work.
Responding to questions about her preferred style and influences, Beri described her aesthetic as feminine and romantic, with a hint of flamboyance. She expressed admiration for the late Maharani Gayatri Devi, stating her desire to reimagine her style by merging heritage with modern elements.
Ritu Beri’s latest endeavour, ESCAPE Goa, stands not just as a boutique, but as a cultural nexus that invites individuals to explore the intersections of fashion, art, and personal expression, continuing her legacy of innovation and creativity in the ever-evolving landscape of Indian fashion.
Source: Noah Wire Services
