06 November,2010 07:01 AM IST | | Amrita Bose
Rithika Kumar's accessories label will give ordinary, everyday objects a Cinderella-like makeover. Of course, you might want to overlook the fact that it involves some amount of partying... in your pyjamas
Ask 26-year-old Rithika Kumar about the connection between the name of her label, Pyjama Party, and the range of products she offers under it. She will willingly admit about the complete disconnect. This is because her products have nothing to do with a pair of pyjamas or slumber parties. The idea is to have wild fun through her line of funky hand painted kettles, cutting chai tea lights and glasses, Kolhapuri chappal key chains and pendants, beaded coasters, and off-beat jewellery, among loads of other products.u00a0
Masala Chai handpainted Kettle (Rs 1,500 onwards).
pics/ Sayed Sameer Abedi
"I wanted a name that was quirky and would make anybody's ears prick up. Pyjama Party, to anyone, would arouse some amount of curiosity. We are a fun, adventurous and vibrant brand and this strange disconnect with our products and the label name seems to have worked for us," reasons Kumar.
Started in 2009, the design aesthetics behind the label seems to transform regular, everyday objects into novel creations. You might feel you've fallen down a rabbit hole, once you grab hold of a Pyjama Party creation, like Lewis Carol's Alice. Bordering on the slightly whimsical, ordinary kettles become the canvases for desi symbols, embellishments, impressionist and even decoupage inspired art, painstakingly hand painted; cutting chai glasses wear colourful avatars and stoles multitask as statement necklaces and belts.
"I was a creative strategy planner in advertising and a large part of my job profile involved following trends and observing people and cultural symbols. That has translated into a new avatar in the form of Pyjama Party. It's a welcome challenge to notice something unusual and create a functionality for the product or give it a spin," explains Kumar. Her advertising background probably had a hand in the twisted sounding collections, including Keep Me Hanging (wall hangings) or Light My Fire (range of colourful old style lanterns).
Kumar, who has had no formal training in design, believes in never saying no to any idea. "At Pyjama Party, we've managed to create an environment where before gunning down any idea we ask "why not?" It's the best way to ensure that the most outlandish ideas see the light of day," she summarises. We're sold.
At Bliss, Versova; Malmal, Bandra (West); Mudd Salon and Day Spa, Bandra (West), On My Own, Bandra (West); Tribal Route, Versova and Weaverbird, Chembur.
Call 9920188249
Log on to www.pyjamapartydesign.in or www.facebook.com /pages/Pyjama-Party/ 212173742361 to place online orders
