‘Surendri’ namesake of designer’s mother, means the most beautiful object/idea/person in the whole universe. The label and the designer reflect the contemporary woman’s highly stylized taste for lifestyle and design. ‘Surendri’ epitomizes a woman’s desire for the raw expression of sensuality. The label’s forte lies in its mélange of patterns and draping to enhance the contemporary look and trends forecasted for the season. The label has come to stand for an extensively merchandised range of products serving women of all shapes and sizes. The core strength of the brand lies in creating an occasion appropriate statement, with the emphatic help of bold prints, nouveau embellishments, and the liberal use of indigenous craft in contemporary formats. The Surendri woman has an eclectic disposition, high on graphic and colour. Her sartorial choices are a reflection of her lifestyle. “Surendri” as a brand is constantly striving to serve the spectrum of body-types and lifestyle choices of the “glocal” consumer that is the Surendri woman.
Surendri is a composite brand for women and all their needs. It includes full-look styling as well as costume jewellery. With this, we aim to create a brand, and not just a garment label.
ABOUT THE DESIGNER:
Yogesh Chaudhary, a chef at heart, and fortunately a designer by profession, was born and schooled in the village of Sukhrali, Gurgaon. Graduated out of school and soon joined the ranks of all the illustrious designers to have enrolled at NIFT, New Delhi. Finishing college with top honours and applied for a master’s course at NID. At NID he had his first breakthrough in 2010, as he was awarded the 'Emerging Designer' award at the Van Heusen Men's Week. Soon after, as the first ever Asian, he bagged the Supreme Award at the World of Wearable Art, New Zealand. Both his winning garment ‘Loops’ in 2010 and ‘Juxta’ a highly recognized entry in 2011, were acquired to be displayed at the WOW museum in Nelson, New Zealand. Since then, there has been no looking back, with the launch of his label 'Surendri by Yogesh Chaudhary'.