Priti by Design: Let Me Count The Ways You Can Wear This Clothing Line

Priti By Design.

by Nevena Rousseva

Imagine your closet having only a handful of pieces. Among them- a smart suit, a skirt, a sexy dress shirt, and an evening gown. Forget the clutter bomb that most of us call our closets. The idea of so little clothing can be scary though. But what if the suit coat changed into a cropped jacket, the pant converted into shorts, the skirt doubled up as a sleek cape, and the evening dress meta-morphed into a cocktail dress or a night on the town dress.

This is clothing that transforms and does double even triple duty. This is Priti by Design clothing.

I first met Priti Bali-Khan, the designer behind the label and a vivacious woman with a dark-haired bob and talkative spirit, a year ago after her first collection debuted during fashion week. Recently Priti invited me to join her at the historical ‘21’ Club in mid-Manhattan for a promotional photo-shoot for her Fall 2013 collection shot by photographer Bill Gregorio. The model was Amber Creighton from NBC’s News Butterfly. I got to talk to Priti about her collection, inspirations and sustainable initiatives.

.

21 Club Priti By Design Amber Creighton Evening Gown

An evening dress made for dinner at the famous ’21’ Club wine cellar

`

21 Club Priti By Design Amber Creighton Cocktail Dress

Transformed into cocktail attire

`

21 Club Priti By Design Amber Creighton Club Dress

And later drinks at the bar

`

Priti’s collection is vibrant, luxurious, and most importantly, it’s fun. Her inspiration is the classic silhouette and as Priti puts it “These are statement pieces, they are not trends, they are not fads, they are classic.” She is drawn to classic shaped because they look good on different body types and will be relevant for years to come. The image of the suit below, for example is inspired by Coco Chanel. It’s paired with a lace shirt equipped with a removable ruffle. “That’s Coco Chanel, masculinity and suddenly a touch of femininity that you are not expecting” Priti says. The capes and boatneck top are inspired by Alexander McQueen, and that gorgeous evening dress up above was inspired by Priti’s own Carolina Herrera wedding dress. She envisions Audrey Hepburn, the inspiration for her harem pants and peplum suit, wearing this outfit on one of her UNICEF missions.

.

Priti By Design Turquoise Suit

Coco Chanel turquoise inspired suit

.

Priti By Design Turquoise Suit

Bam! the turquoise suit transformed. The ruffle on the blouse comes off

.

Priti doesn’t want her clothing to be exclusive and out of reach for customers. “I want the middle class to access my clothes” she notes. Her clothing is priced between $150 and $350, a price point that is affordable and does not exploit those who make her clothing. And as Priti says “They all do double duty, every single piece does double duty. It’s 2 in 1 at least”.  And if you think of it that way, the clothes cost even less. Another interesting thing is her pricing strategy. “I priced out my collection separately with each piece being independent of every other piece but working together… so if the woman just wanted the reversible little black dress then that’s what she gets” says Priti. The concept makes a lot of sense. If you have a special event and you want to dress up that little black dress, you can for example get the fish tail and top and create a whole new dress.

.

Priti By Design Harem Pants Peplum Top

Audrey Hepburn inspired peplum top and harem pants

.

Priti By Design Harem Pants Transformed

Peplum top transformed into a sexy crop top and harem pants transformed into shorts

.

The designer is also conscious of the environmental impact the fashion industry creates. That’s why she is focused on  minimizing her impact. For the Fall 2013 collection she is using only silk, wool, and French lace. “There is no way to make nylon, polyester, or anything of the other crazy textiles, without hurting the environment” Priti notes. The clothing is dyed and produced in New York’s Garment Center. She worked with one of the last natural dyers left in New York City to crate the vibrant hues. Natural dyes still have chemicals involved, but the big difference is that those chemicals are not harmful to water systems. Synthetic dyes bring prices down, but heavily pollute the water that is discharged.  “I had to make a decision” Priti explains “Do I bring the price down or do I do it naturally?” She opted for natural. Priti is also focused on quality- “I don’t want my [clothes] 5-6 years down the line…coming apart, I want every one of my pieces to be in a woman’s wardrobe a minimum of 5 years.”

.

Priti By Design Skirt As Cape

First a skirt

.

Priti By Design Skirt As Cape

Then a cape

.

21 Club Priti By Design Amber Creighton Cape

Amber outside the ’21’ Club wearing the cape

.

One of the perks of Priti’s modular clothing is how easy it would be to travel with them. Literally you take a few pieces and you can be set for an entire week. And with the hassle of traveling today, that’s a big deal.

.

Priti By Design Dress And Cape

The black mini dress reversed and worn with the fishtail as cape. Let me count the ways to wearing these pieces…

.

Priti envisions Audrey Hepburn wearing her clothes, but as for real life celebrities, she would like to see Charlize Theron, Rosario Dawson and Mindy Kaling wearing her pieces because “these are all women with substance.” She wants her women to be “rich, fabulous, good at what they do, but always with a heart that says what can I do and give back to my community.” She herself is giving back, donating 10% of gross sales to Sakhi and Global Kids. She is looking to build more than just a fashion business, she is looking to create a social enterprise that can give back.

Are Priti by Design’s clothes the way of the future? Clothing that looks great and gives you options without cluttering your closet- I definitely think so!

To find out more about Priti, her clothing, and where to buy click here.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s