Wednesday, June 13, 2007
Wednesday, June 6, 2007
SWATIMODO in HT city!!!
code red:designed exclusively for Ex miss India Mrs. Liza Varma and sole pleasure is a boot inspired from eternal love TAJ MAHAL!!!!
Tuesday, June 5, 2007
SWATIMODO ON INDIATIMES!!
Gen Y's new writing on the wall
Having long said goodbye to babudom , Generation Y are living their dreams like never before. They are soaring higher and far away from anything that is run-of-the-mill. A career is no longer about just security. It’s about excitement, adventure, passion, satisfaction, moolah and a lot more!
SWATIMODO now empannelled with NCDPD!!
Sunday, June 3, 2007
SWATIMODO at 15th DILF..
The three-day 15th annual Delhi International Leather Fair (DILF)-2007 opened at Pragati Maidan, New Delhi on 18th May 2007 & was inaugurated by Lt. Governor Tajender Khanna.
FDDI set-up the ‘Theme Pavilion’ and displayed its publications and informed about its training programmes and consultancy services through brochure and one-to-one meeting. The ‘Theme Pavilion’ was based on the trend forecast of 07-08 with an elegant look. The approach was minimilistic but impactful. The emphasis was on the latest trend spring – summer.
Under the banner of FDDI, products of micro-entrepreneurs were also displayed.
According to Mr. Rajeev Lakhara, IRS, Managing Director, FDDI, “The fair provides a forum for interaction and perfect meeting ground for buyers, leather & leather products manufacturers & components manufacturers.” He has further emphasized that the participation in the fair shall be increased by bringing more and more Indian exporters & foreign buyers at common platform. It needs a well-planned publicity & promotion campaign to make it popular & of truly international standard. The shrinking size of the fair is a matter of concern.
Lt. Governor Tajender Khanna was highly impressed by the display & the product range at the ‘Theme Pavilion’.
Under theme pavillion latest developments by SWATIMODO were also displayed.which were highly appreciated.
swati's labour of love!!
You have seen taj mahal in full moon, but ever wondered how it looks when it rains? asks Swati. It’s much more romantic more pure and full of life! It seems as if every tree every flower in its vicinity is so happy that they are dancing to their ‘full colours’! The white beauty is more visible, the carvings more clear. The love is born again. Any couple who visits this monument during such a moment will vouch for it! This is the inspiration for Swati’s rainfall at the Taj creation.
This long boot is a display of that love. The garden hand embroidered on white textile accompanied with brocade on top line, heel covered with brocade, and sole of white colour depicting Taj, a perfect combination of love and beauty.
Theme-based shoe designing is a true labour of love. It starts with the seed of an idea…the generation of idea or theme, sketching and studying of history and craftsmanship involved in the building of the Taj mahal. Then, making of model of shoe, final sketches of shoes selecting material embroidery, cutting of patterns (paper) cutting upper material. And of course embroidery of uppers, selecting heel and sole, stitching upper and lining, lasting operation ie fitting upper to last. Then attaching sole and heel finishing and lastly packing the creation.
According to Swati, making a custom made shoe is truly a work of art because
more than 100 operations go into the construction of a custom made shoe. The first and most important step is in the creation of the shoe last, a hand-carved wood or moulded plastic replica of the human foot. It alone determines the contour of the arch and how evenly the wearer's weight will be distributed throughout the foot, both of which are critical in establishing the comfort of a shoe.
A different last is needed for each shoe style, whether it's a handmade shoe or mass produced. Last making is an art that demands great skill and a trained eye for fashion.
After recording over 35 measurements from a "footprint" that shows the distribution of body weight, the artisan judges the symmetry of the toes, calibrates the height of the big toe and the contour of the instep. He also estimates how the foot will move inside the handmade shoe or boot.
The lastmaker challenge is to address all these ratios without compromising the architectural beauty of the handmade shoe design. For a heeled shoe/boot, he visualizes the heel height, then proportionately determines the size of the throat (top line of the shoe). Next the appropriate height of the shoe's quarter (height of heel back) is established: too high and it will rub the tendons; too low and the show will fail to grip the foot properly. Most critical to the fit of the shoe is the measurement of the shank curve (arch support), the area that includes the ball and instep of the foot, because this is where the body's weight fall when the foot is in motion.
Then, using the last as a guide, the patternmaker cuts out the shoe's upper and lining, bevels the edges to ensure a good fit and sews the pieces together. Next, he constructs the toe box, adds the counter- the stiffner for the shoe's back- and soaks the leather so it will easily conform to the lines of the last. A master craftsman carefully positions the upper on the last, tautly stretching it before nailing it tightly in place. The sole and heel can be attached.
In the final steps, finishers trim the welt, pair the heel, burnish the sole and add the insole lining. Last but not least, the shoe is polished and buffed - and it’s ready to wear.
Swati’s labour of love is now ready for you to wear!
starting the journey!!
Meet the diva of conceptual designer footwear
A revolution in the glamorous world of designer footwear is in the offing! Meet the young, determined, zestful and affable leader of the movement, Swati Mehrotra - the creator who's already creating waves in the world of haute designer footwear in India. With unique concepts inspired by green freshness of Nature, romantic Rainfall at Taj, Jaws and Paws of the animal kingdom , glamour of the risque Streetwalker (prostitute), the ever popular Holiday, hi-tech Gizmo and calm 'n' blue of Aqua etc, Swati is already on the way to stardom! Inspired by her father, Ajay K. Mehrotra, the youngest CA of his time and the determination to do something different with the encouragement of her teacher, Ms Huma, Swati embarked on a journey to make her mark in the world of high fashion conceptual Indian designer footwear.
Although initially more into dancing and singing, Swati was taken aback when her teacher told her that she had an artist, a designer in her. That's when she started dreaming of being a fashion designer. But soon she realised that she didn't just want to be a 'me too' fashion designer, that's when she opted for footwear designing. Got into FDDI to her pursue her dreams. Many told her that footwear designing or crudely speaking shoe designing wasn't a glamorous career and it was a man's world. She didn't lose her heart. She wanted to do something unique by not deviating from her goal to make her presence felt. Be in an arena where she will be the centre of attraction. Swati successfully completed her course and went Mumbai-wards. She exhibited her footwear concepts in JW Marriott, Mumbai. Her work was appreciated by the likes of Ila Arun and Poonam Sinha (Shatrughan Sinha’s wife) and a host of other celebrities from Bollywood and world of fashion. And now she has her own signature brand - “Swati Modo’ or Swati’s conceptual hi-fashion for the footwear world - a brand that speaks for herself and her concepts. She’s already a trendsetter...She doesn’t want to be known just as a designer, she wants to be a creator of designs who has chosen footwear as her medium of expression for the time being. A view her faculty in FDDI also endorse. One of them says in a lighter vein that while Swati was absolutely ‘brilliant with concepts and presentations’ she was ‘just about okay with technical aspects!’
Solely for the reason that the sole is actually the soul of, the centre of a human being’s standing in life. That’s why it’s so important for people to stand on their own feet! Swati is taking care of this ‘feet’, this soul of humankind. All her handcrafted creations have a concept, a thought behind them. They are not assembly-line designs, they are meticulously designed by leather technicians from
keep a watch to know more on swatimodo products there s lots to come!!!!!