Designer Q&A with Studio HJ
What's your name and the name of your collection?
My name is Hema Joshi and my brand is called Studio HJ with the Spring Summer collection named ‘Bhikkuni’ referring to a woman who has taken higher ordination.
Where did you grow up?
Where and what did you study?
I studied perfumery from Germany along with Human Resource Management and chemistry. I also have my graduate degree in Fashion Design.
Where can we find your label?
You can find us at our studio situated in Dubai at Business Bay. We are also available online for our Indian customers at Pernia’s Pop-up Shop.
What or who inspired you to go into fashion?
My childhood memories. Since childhood my life revolved around fashion, reading fashion magazines, immense love for vintage circus, prom dresses, movies and following celebs I absolutely adored. All these recollections played a very significant role..
What's your biggest aspiration?
To establish my label as a full-fleged lifestyle brand. Currently the brand only works as a high end women’s couture label along with a prêt line; but looks forward to setting its name as a lifestyle brand venturing into accessories, footwear along with clothing.
Describe your style; In terms of your collections is there a trademark style, method or key fabric you would like to be known for? My style is feminine yet quirky. All my pieces are variations to classic vintage styles. They always incorporate lace work whether be as the shell fabric or as trim detailing. Mix matching lace with fabrics of dissimilar weights and additional embroidery & beading on them is something that gives beautiful results.
What can we expect from your next collection?
The next collection will be based on Athleisure. Mixing my classic feminine style into this trend will be pretty interesting.
Which city inspires you?
Without any doubt London.
How do you like to relax?
A trip to Maldives
Where's your favourite place to eat?
Instagram - @studiohjuk
With thanks to POP PR.