POOJA GULIANI : HINTS, FASHION, HERITAGE

Hi, I’m Pooja Guliani from the label Hints by Pooja Guliani. I have been running this brand for the past 25 years and this is my 26th year in the fashion industry.

For me, fashion was something that was born from within. I always wanted to become a fashion designer, without any second thoughts. From the very beginning, I was deeply drawn to everything associated with clothing. Initially, it started with designing for myself and expressing my own personal style, but slowly, when I began designing for others and creating garments for clients, my love for it grew stronger and stronger.

Being in this industry for 25 years has been an incredible journey. Every day when I return from my workshop, I feel the same excitement and satisfaction. Creating something from scratch and seeing it take shape is an amazing feeling and even today I still experience that joy. That is exactly how my journey began.

Regarding the brand and its reputation, the clothing industry is one that requires continuous effort, constant thought and dedication. There are many elements involved in building something meaningful. I realised that my brand had truly made an impact when clients began telling me that they still had pieces they bought five or even ten years ago and that those garments still looked new. They would say the quality and craftsmanship had lasted beautifully. When people keep returning again and again because they value your work, that is when you realise that your brand has truly connected with them.

When it comes to designing, I have always believed in creating classy, timeless pieces, especially with hand embroidery. I have always been deeply passionate about embroidery. The garments I design are meant to be treasured pieces. Even if the cut or silhouette goes out of fashion with time, the craftsmanship and embroidery should still feel special enough that you want to keep the piece in your wardrobe.

That has always been my goal to create garments that people hold onto for years.

In fashion, success is not a single moment. It is a continuous journey. Even today, the designs I create carry the same philosophy that they did twenty years ago: elegance, craftsmanship and timelessness.

For me, heritage is extremely important. Whenever someone holds one of my garments, I want them to feel the richness of traditional techniques. As Indians, we have a deep love for embroidery and handcrafted work and I believe it is important for designers to preserve that legacy.

As a designer, I always think about what I myself would want to wear and then I try to give my clients that same level of quality, detail and craftsmanship. I continue to work with traditional embroidery techniques such as zardozi, gota patti and other heritage crafts.

Of course, with time, many things evolve. The cuts change, the colours change, the silhouettes change and the structure of garments evolves with fashion. However, the depth and richness of the craftsmanship should always remain the same. That is what keeps our heritage alive and allows Indian fashion to stay authentic.

Normally, I launch two to three collections each year.

Designing is an emotional and creative process and designers often experience many mood shifts while working. You have to immerse yourself completely in the garment while designing it and bringing it to completion.

For me, a design feels finished when all the elements come together perfectly the embroidery, the colour palette, the fabric and the cut of the garment. When everything feels balanced and harmonious, that is when I know the design is complete.

Inspiration comes from many places. Often, I draw inspiration from my clients and their needs. For example, if I am designing for a particular occasion or a specific type of client, I try to create collections that include a variety of styles some heavier pieces for grand occasions and some lighter pieces that can be worn for smaller celebrations.

Travel also inspires me deeply. India itself is filled with heritage and beauty. Whenever I travel across the country, I find inspiration in architecture, palaces, traditional arts and historical motifs. Many embroidery patterns and design ideas come from the details seen in old palaces or ornamental artwork. I also draw inspiration from traditional dyeing techniques and regional embroidery styles, which we reinterpret and bring into modern clothing.

When I started in the fashion industry, things were very different. There were far fewer people entering the fashion field compared to today. Now the industry is extremely competitive, with designers everywhere and constant demand for new ideas.

In earlier times, people did not have the same buying capacity that exists today. Indian weddings were also not as elaborate as they are now. Today, the demand for fashion has increased tremendously and people are constantly looking for new designs and fresh ideas.

For young designers starting today, my advice would be to stay original and authentic. Avoid copying others. Instead, keep experimenting and developing your own ideas. There are endless possibilities in fashion, whether you are designing Indian or Western clothing. Innovation and creativity are key.

The most important thing is to keep trying, keep experimenting and keep developing new techniques and concepts. Over time, originality always finds recognition.

What excites me most about this industry is the opportunity to constantly create something new. Every time we launch a new collection, I look forward to seeing my clients’ reactions. Even if a design does not work out the way we hoped, we keep moving forward and creating again.

Seeing clients wear something that you have put your heart into is one of the most rewarding feelings. When they send photos, messages, or appreciation after wearing your designs, it feels incredibly special.

I am grateful to have a loyal client base that has supported me for over 25 years. Being able to design for them through different stages of their lives is truly an irreplaceable experience.

I look forward to continuing this journey for the next 25 years bigger, better and with even more creativity.