Jasmeeta Patel, founder and designer of JASMEETA. Image supplied.
Jasmeeta Patel founded her eponymous fashion label JASMEETA in 2014 offering beautiful custom made pieces that reflect her Indian heritage. She recently launched her first collection of gorgeous looks for men and women with each piece handmade in Auckland. Jasmeeta was excited to do a recent collaborative shoot with local Indian models, influencers and creative teams, including an Indian jewellery business, to showcase each of their talents and one of the resulting images is featured below.
We caught up with Jasmeeta to find out more about her brand, what inspires her and what you would never catch her wearing!
Tell us about your latest collection?
I began creating custom made pieces in 2014, and now in 2020 have released my very first collection. Not knowing what was to come from this journey, this collection is a reminder to myself to always choose courage over fear. And I hope it inspires others to do the same. This collection was a way for me to showcase all that I have learnt in the six years of creating custom made pieces. It includes a variety of different styles, all in dark green tones; my favourite colour!
This is my CHAPTER SIX of my journey.
For me. By me.
What made you become a designer?
I began designing dance costumes for Indiance, which is a Bollywood dance school here, and that’s where my love for Indian fabrics came from. I could spend hours just draping a single piece of fabric, to see what it could be made into. And I could probably still do that today, as the possibilities are endless! In high school I created a couple of pieces for my cousins, which made me realise how special it felt to create someone their very own bespoke outfit.
Looks from JASMEETA’s Chapter Six collection.
What inspires you?
As simple of a question this is, I always find it hard to answer.
Overall, the people closest to me inspire me the most. Seeing the range of styles within a friend group, each to showcase their own personality, is pretty cool to me.
Also, fabrics come into play for this for me. Sometimes I find a stunning fabric, then play around with it, drape it and pin it on the mannequin, to figure out what type of piece I can create from it.
Describe your personal style and how it influences your designs?
My personal style is pretty simple, effortless and comfortable. And I like to create pieces that can either be dressed up (for people who put a little extra effort into their look), or that can be worn as is (for people like me who just chuck something on and are ready to go). It’s the balance of creating pieces that are both elegant on their own, or the perfect foundation pieces.
What is your all-time favourite purchase?
Any kind of jumpsuit really!
What wardrobe item should everyone invest in?
In my Indian wardrobe, a gold blouse, and in my everyday wardrobe a comfy pair of jeans (they do exist!); both to be mixed and matched with anything else in the wardrobe.
Do you have a style rule you always obey?
Be comfortable. But other than that, not really. If you like the look of something and want to try it out, I say, give it a go and wear it confidently.
Jasmeeta working on a new creation.
What has been the highlight of your career so far?
Being able to say I’ve made it to six years is a big win for me. And getting this very first collection out on my sixth business anniversary is pretty special. But in saying that, every single custom made order is special. These are the orders that got me here, and keep me going. Seeing a client try on their outfit at their final fitting, and say how happy they are, is truly the highlight of what I do.
What can’t you live without?
Again, the people closest to me. Starting a business by myself is hard, but knowing I have a group of people around me, who will always motivate me, push me to keep going, and be there for me when I fall, makes this journey so much easier. Plus, I always have people ready to try on new pieces and give me honest feedback; it’s a win win!
Finish this sentence – You would never catch me wearing…
Hmmmmm… fluro? But never say never.
Images by Oottum Collective and NASHst.