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Shoe laundry
After acquiring protective lacquers for their cars and reinforced cement for that leaky corner of the ceiling, Delhiites this monsoon can divert their attention to the much neglected pair of sneakers.
Made to trudge through muck and mire for most of the rainy season, soaked loafers now have a new friend in Swati Mehrotra whose new showroom promises a “shoe laundry” service among other things.
Stating that the concept of shoe laundry is in vogue in Mumbai, customised footwear designer Swati Mehrotra says that for the first time denizens of the Capital will get a chance to give their shoes for laundry. “We clean the shoe, change the sole, embellish it and alter the shape. The shoe can be of leather or any other material,” adds Swati, who opened her showroom at Hauz Khas Village here this past week.
In the haute designer footwear business since last year, Swati also makes customised shoes in which dozens of operations go into the construction of such tailor-made shoes. “The important step is in the creation of the shoe last, a hand-carved wood or moulded plastic replica of the human foot. 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,” adds Swati, who also designs shoes for pets and comfort shoes for children suffering from polio.
Madhur Tankha

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Shoeology

SHOEOLOGY
Footwear designer Swati Modo blogs about her facination with the world of shoes
"The world of shoes has fascinated me since childhood..."
click here to read blog

Shoeology
The world of shoes has fascinated me since childhood, so much so that I wanted to be around shoes all the time! Hey, we all like observing people, particularly their facial expressions, to analyse their personality. As for me, I have always been interested in studying their footwear!
I still remember a conversation with my dad when I was a little kid. I had asked him why we need to wear shoes. He patiently explained why and then introduced me to a well known saying: "Judge a man by his shoes". It was that day I inculcated this habit. Whenever I meet someone, I observe their footwear. In college, I used to sit for hours in the canteen... just to watch people moving in and out wearing all kinds of shoes. Shoes were all I saw and shoes were all I wanted to see.
Every time I go shopping, I buy a new pair of shoes. I have even noticed on occassion that while buying shoes, many people tell the salesmen that a particular shoe is better off with or without a strap or an embellishment but eventually they would settle for something which was just "doable".
As I grew up, this observation became more acute and I enrolled myself in a footwear designing institute. Here I realised that my product USP was customisation. And sure enough, I have had many clients coming in with their specifications... a boy who wanted a five-inch heeled shoe because of a taller girlfriend, a bride-to-be who wanted her bridal shoes embellished with Swarovski crystals, and a gentleman who was so in love with one of his suede jackets that once it was worn out he wanted me to re-incarnate it as a shoe. Cheers

In Marie Claire

At Fashion moksha!!!

Bottom of Attraction by Swati Modo

Swati Mehrotra,inspired by the vibrant colors of human character, memories and moods,emotions and endeavors,gave birth to her very own exquisite signature brand for avant-garde hi-fashion footwear known as 'Swati Modo'. She has a thirst for exploration and a desire for creation rather than simply resurrecting the old and the existing ideas. With her underlying belief that feet are the foundation of your body-let's pamper them!
Swati showcased her exquisite collection for the first time under the debutant designer 'Rimjhim' at the Lakme Fashion Week on the 16th of October '07.
Led by her passion to design, to create, and to astound,Swati reached the Footwea Design and Development Institute (FDDI), where her talent was nurtured while her dreams and aspirations were brought to life.
An amalgamation of cutting edge creative designs and impeccable craftsmanship, Swati Modo delivers to those who believe that fashion begins at their feet!

for more:
http://www.fashionmoksh.com/News_Features/Bottom-of-Attraction-by-Swati-Modo.aspx

Shoes - make the perfect move

Got the right dress and the right make-up. And yet you feel something is missing, something is wrong. Well, here it is: The pair of shoes. Read on to know how to get it

New Delhi: Imagine wearing a smart dress, but your footwear is all out of place. The importance given to matching one's attire with the right pair of shoes has seen an increase in the footwear variety available in the Indian market today.

Mumbai-based fashion designer Narendra Kumar feels that shoes are one of the most important dress accessories and it enhances a person's look manifold.

"It is very important to match the right footwear with the right attire. For example, we all know that sneakers are for sports wear and shiny heels usually go well with dressy evening wear," Shalini Gupta, head designer of What's Pink, an accessories brand, told us.

However, the designer clarified that teaming up the right footwear does not necessarily mean that the shoes have to be of the same colour to gel well with one's outfit.

Budding shoe designer Swati Mehrotra seconds the thought. She said: "One's shoes can either make or break one's look. Yes, it is important to match the shoes but one can always experiment with his/her shoes."

As far as the trends reflect, shoes in basic colours like black, white, brown, cream and tan would always occupy a major chunk of our shoe racks. Over the years, however, people have come to terms with other unconventional colours like red, purple, yellow and green as well.

"Nowadays we have a huge variety of footwear to choose from so we can play with colours, different heels, different materials and styles. The availability of such variety has fuelled the consumer's need to have multiple options," explained Gupta.

In Mehrotra's opinion, although the basic colours always look classic, treatment with other colours have made them more interesting. "Patents, prints and embossing give these colours a whole new twist," she said.

She added: "It is definite that on wearing yellow shiny sneakers a person will be visible among many in a party. But sporting a pair of shoes that matches the outfit makes one look more elegant."

Gupta attributes the changing fashions and preferences of consumers as the reason behind the burgeoning demand in the Indian market.

Since there is a myriad range of shoes available in the Indian market, it has become much easier for consumers to choose what suits their feet and style.

"The international exposure has forced local retailers and manufacturers to compete for better quality and styling to increase their sales," said Gupta.

Source: Indo-Asian News Service

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coverage in indiwo.com. The link is attached below.

http://www.indiwo.com/india/features/accessories-beautyfashion/sole-comfort/35681/0

http://www.stylekandy.com

THE SWATI MODO LINE OF SHOES

After collecting raving reviews for her designs at the recent Lakme Fashion Week Autumn Winter 2008, Designer Swati Modo is currently working on designing a shoe collection for JJ Vallaya and Zubair Khirmani at the next season of Wills India Fashion Week Spring Summer 09. Being a complete animal lover, Swati Mehrotra also, keenly designs shoes for pets, as she did for her own dog.

Says Ila Arun, “The client plays a very important role to express what he or she wants in their shoes. She (Swati) makes sure that proper justice is done to their feeling and emotions. This, I think is what sets them apart. Creating made to order shoes helps them customize each and every piece. It adds that extra personal touch”

The label SWATI MODO uses unique materials from a wide spectrum of places while creating a shoe. This can go to an unimaginable extent. For instance, they can use raw waste rubber as sole, or an old pair of denims as the shoe upper. They may also use diamond taken from Queen Elizabeth crown! So they don’t really have any limitations of prices. Designer Swati Mehrotra has done a concept gents footwear based on rare Italian art. It has leather printed with similar patterns you find in Italian history.

Explains the designer herself, “We make a dream come to reality! Not only aesthetically but comfort is at prime concern. We use best quality material, not necessarily expensive, to ensure utmost comfort! Doing shoes for special needs is also something I enjoy. Recently, we made a shoe pair for bank manager who had major foot problem where the size of one foot was a kid-sized 3 and the other was a full grown 9!”

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Styling tips for tomboys
Radhika Bhirani, Indo-Asian News Service
New Delhi, March 28, 2008
First Published: 15:40 IST(28/3/2008)
Last Updated: 12:23 IST(29/3/2008)

Pinstripes, slim pants, dark palettes and stylish caps - svelte women may be their muses, but designers are also doling out tips for those who don't like the excessively feminine look.
What struck ace designer Manish Malhotra at the very mention of fashion for 'tomboys' was tracksuits and black. "I think tracksuits suit tomboys the best. The fitting is comfortable and it looks stylish too. Black usually rules their colour palette, but experimenting with colours is not a bad idea," said Manish.
Hyderabad-based designer Anand Kabra said the summer season would see a new look of unisex styling, which fuses masculine and feminine clothing.
"Shirts, waistcoats, slim pants, skinny jeans and long shorts can be put together to create a look which is 'non girly' yet feminine," said Anand.
"Grey is the ultimate colour for tomboys!" gushed popular designer Rina Dhaka, who said that anyone who wants to look like a tomboy should opt for short hair.
Neeraj Chauhan of label Azara said: "Tomboys must not restrict themselves to any specific colours. They could wear floral motifs or pinstripes on shirts and T-shirts which would give them a casual look."
According to Gauri Karan of the label Gauri & Nainika and upcoming designer Charu Parashar, people dress to express their personality, to portray an image rather than a specific look.
"There is no separate segment for tomboys in our industry, but if I had to create an outfit for a tomboy it would be something loose and oversized in beige, brown or blue. It is basically just a way in which they wish to reflect their personality," said Gauri.
She added that since pinks and reds had become popular among men nowadays, it would be a good idea to flaunt such colours too.
Charu is keener on accessorising the look.
"I think the use of caps, hoods, mufflers, boots and other boyish accessories can spice up the look of a tomboy," she said, adding that tops in pinks, browns and turquoise could be matched with trousers.
Regarding the shoes for the no frill look, budding shoe designer Swati Mehrotra recommends ballerinas, high cut boots and tie ups with broad straps in colours other than basics black and brown. "Darker shades of colours like maroon and yellow will really jazz up the attire," she explained.

For more:http://www.hindustantimes.com/StoryPage/StoryPage.aspx?id=fe474985-4984-4dc8-a25d-1a8cafeab290&MatchID1=4678&TeamID1=6&TeamID2=3&MatchType1=1&SeriesID1=1179&PrimaryID=4678&Headline=Styling+tips+for+tomboys

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the perfect valentine walk!

Walk in Colours of Love
Feb 09, 2008
Dress the best for this Valentines….Here are some awesome red and pink coloured shoes to match your attire…

For more visit:http://www.indiwo.com/india/features/accessories-beautyfashion/walk-in-colours-of-love/28681/0

@ indiwo.com

Pamper Yourself this Valentine's Day Team IndiWo
Feb 13, 2008
Roses on Your Feet

These lovely shoes from Swati Modo will ensure that you walk on roses this Valentine's Day. Just get a pair and trot glamorously alongside your Valentine.They come in multiple colours, so take a pick that best suits your outfit. Price: Rs. 2750Swati Modo has her boutique in Ghaziabad. Her address is: 14/365, Vasundhara Yojna, Ghaziabad - 201010

Source:http://www.indiwo.com/india/features/accessories-beautyfashion/pamper-yourself-this-valentines-day/29391/4

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The elfin shoe12 Jan 2008, 0000 hrs IST,TNN
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Swati Mehrotra (TOI Photo)

For Swati, fashion begins at the feet. And while most girls her age are only admiring Carrie Bradshaw’s gargantuan shoe collection, she is conjuring up designer shoes from scratch under her label Swati Modo. With a production unit in Agra, and the help of leather specialists and gifted craftsmen, she transforms leather, fur, suede, handicrafts, stones and fabrics into quirky footwear. What sets Swati’s enterprise apart is that she employs an Orthotics firm to provide specialised solutions for people with biomechanical foot problems. She takes measurements and creates a mould for each foot. The minimum time taken to create each pair is eight days and the pricing starts at Rs. 800. "With customisation, you have the liberty of working with anything you want. The production time and price would vary accordingly," she explains. Training ground: Led by her passion to design, Swati wound up at the Footwear Design & Development Institute (FDDI). She admits that it was happenstance. "I wanted to be a part of the design industry but felt that there were too many fashion designers on the block. Footwear design seemed new and exciting," she says. So is this just as exercise in being "different'? "No, I had it somewhere in the back of my head. My father used to say that our personalities are reflected in our shoes. He’d make us obsessively polish them before school. Somehow, that inclination lingered on." Overcoming hurdles: Was it difficult to sink her teeth into a new industry with no family background? "Through my three-year course, I was repeatedly told that this is a male dominated field. The ratio of women to men in the classrooms was around 1:6," she shares. But she did work with a large export house for a while, when she moved to Agra after college. "Agra is a leather hub. It was a conscious decision to seek an internship there. The sad thing is, in India, shoe designers are called pattern cutters. In large manufacturing units, designers are merely part of the assembly line there is no emphasis on design," she laments. All about shoes: Swati cites the legendary shoe designers Manolo Blahnik and Salvatore Ferragamo as her idols. She stresses on the changing requirements of feet as per the weather and lifestyle. "Wearing heavy leather boots in a humid city like Mumbai is ridiculous. I’d designed a pair which lends a Fall/Winter feel but is partially made of permeable fabric so that the feet can breathe." "Ferragamo created a revolution of sorts and his strong emphasis on ergonomic design is something I admire," admits Swati. She suggests staying away from pointy-toed high heels. Currently, Swati is planning to concentrate on the local market. She has plans to set up studios in Mumbai, Bangalore and Kolkata. "People in the industry don’t believe customisation can take off in a big way. I want to break that notion with a strictly professional approach." With that, Swati surely isn’t one to take baby steps.

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