Meet Parineta Borah, designer from Assam who strives to bring NE culture to the limelight

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Parineta Borah is one of the brightest talents from the Northeast region who is slowly but surely making a name for herself in fashion circles. The young designer from Assam has her own label JAPPI which she started after working for one of the biggest designers in the country– Sabyasachi Mukherjee. She talks to TNT-The Northeast Today about her label and future plans.

TNT.  Please tell us about yourself and your background and qualifications.

At the age of 4, I joined a nearby art school where I remember not missing a single class on the weekends and was very dedicated towards art since then. My mother's family was always into the creative arts and that's how I got the creative side from my mother. After class XII I sat for the entrance of NIFT (National Institute of Fashion Technology) and have luckily got through. I have always dreamt about studying there since early days. That was the first turning point in my designing career.

TNT. How did you get into design ?

When I were a kid I used to have a diary (which I still have now) where I kept sketching many fashion illustrations during leisure hours. Designing has always been my passion. Be it clothes or accessories I would invest time to make it look perfect. My four years at NIFT have transformed me into a strong and skilled woman that has changed me as a person and thereafter I took this profession very seriously. After gaining experience as an assistant designer under Sabyasachi Mukherjee (ace designer of India) for two years I had finally decided to design and start up my own design line under the brand name JAPPI.

TNT. When did you first realize you wanted to become a designer?

I have always wanted to become a designer from a very early age. I was obsessed with it during my school days. NIFT helped me in upgrading my skills and generating new ideas with every passing year. I really worked hard to become a 10 pointer in my final graduating semester and made a mark by creating a ready to wear collection of knitted sarees. That was the start of my career as a designer.

TNT. Is there a big clientele for designer wear in Guwahati where you are based?

Initially people would purchase from big outlets or brands available in the city, but now people are conscious of what they are wearing at social gatherings and everybody wants to present themselves differently. People now have become more experimental with the outfits and colour and hence they are opting for designer wear which incorporates in exclusiveness.

TNT. Do you think people appreciate how much work goes into every garment or are people still looking for a bargain when coming to your store?

A lot of the regular clients understand the amount of work and time involved in completing each single garment. These are the ones who would also appreciate and come back to our store again and again. There are also those who actually forget the difference between a designer piece and a mass produced garment. Hopefully one day they will understand the difference.

TNT. Where do you derive your inspiration from? Which are your biggest selling designs?

I am a Desi girl. I love my country and the region where I belong. Northeast is very rich in its traditions and culture and Assam is a land of many cultures, tribes and religions. Right now I am studying the different tribes in Assam and specifically getting inspired by the Mishing tribal textile of Assam. My biggest selling designs are the hand embroidered intricate suta work mekhela chaddar sets.

TNT. Do you source your materials locally?

Yes, I do source them locally and also from Kolkata as I get many varieties out there.

TNT. The Northeast is very rich in resources and textures which have relatively been untapped, what do you think is the most under rated resource in the region.

I believe the Northeast is a land with different cultures and each community has a separate identity in terms of food habits, rituals and clothes. The region from where I belong has got some rich textiles which should be brought to limelight. Many subjects remain unexplored which is needed to be concentrated in the present times.

Currently we are working with Eri Silk from Assam in collaboration with Eco Fab Textile (brand) which is also known as the Ahimsha Silk. It has got beautiful thermal properties which helps in the sweltering summers and also in the winters which I think most people do not know about.

TNT. How has the reception been to you label?

My label is 3 years old and each passing year has been amazing. I am still learning and still discovering new ideas and strategies in building my brand. There is tremendous pressure in becoming an entrepreneur and managing everything. I am glad that people are appreciating my collection and getting a positive response always boosts my energy towards achieving new goals.

TNT. What are your future plans? Would you like to open more stores around the region?

My future plan is to expand and make JAPPI a global brand. I am looking for more associations and links through which I can promote my brand and reach global citizens. I would love to open more stores in another part of the region and also expand it throughout the Northeast .

TNT. Is it very difficult to make a name for yourself in a region which is very fashion conscious?

Well, I work in my style and right now I am not competing with anyone. There are many designers in the region who are equally talented. I would rather focus on my career and make my brand JAPPI strong and continue to work sincerely. I respect creative and talented people who generate new ideas and are focused and together we can create history in the Northeast .

The waist coat above made for Padma Bhushan Jahnu Barua for the ceremony by the President of India

TNT. What are your eventual goals? Where do you see yourself 5 years from now?

Designing is my passion and creativity is in my blood. I believe this combination will help me survive during difficult times. Right now my focus is on Lakme India Fashion Week and display some excellent art work infront of people. I am doing research work on my collection and am seeking help from everyone. My parents have been my constant support and I think it would bring big smiles on their faces.

Five years from now I strive to stick to my goals and work towards fulfilling them. I would also like to invest time in researching on different textiles of Assam and Northeast and bring them the forefront and work together with other talented artisans to create some milestones.

TNT. Thank you for speaking to TNT-The Northeast Today. We wish you the best and hope to hear more of your good work.

(TNT News)