Jodi de Vivre

242 Jodi de Vivre

Okay, so I have been hoarding this feature (in my brain) for the longest time now, I have even forgotten when I discovered JODI – which was quite sometime before I e-mailed them back in June! Anyway, they replied to me, last month and I took ages to put this piece together. Idjit! This interview feature is similar to the ones I have covered before (on my blog, of course), but also sorta different. Same, same but different – if you will, like is the underlying theme of this label! The feature reads shorter (yes, you can smile), and without any further ado, I present to you –

When did JODI officially go live, online? Can you tell me about the name?

“We went live, last year on the 25th of July on JODI (जोड़ी) is a Hindi word, and it means ‘pair’. Because we are the two (Karuna Laungani and Gauri Verma) who started this brand, it seemed like an apt name. Also, both of us have a twin sibling. And we work best as a pair, whether it is our personal relationship with our own twin siblings or our professional relationship with each other. We think of JODI as the meeting of two ideas, two visions coming together to do something we love and are passionate about.”

A little bit about each of you, individually? I’ve been following your work, Karuna for a bit now, and I’m a fan. Gauri, from what I’ve read – you’re a graphic designer, too and I really, really like how you use colours.

KARUNA: “I started my career with ELLE (India), and was Fashion Editor there. After I quit the magazine, I continued to take up freelance projects (fashion styling). I styled Sonam Kapoor in the movies, Khoobsurat and Dolly ki Doli. I also take up a lot of work for print campaigns, and I am currently styling the ‘Gen Next’ shows for Lakmé Fashion Week.

GAURI: “I studied at NIFT (National Institute of Fashion Technology) in Delhi, and worked as a fashion stylist with ELLE (India), too. That’s where we met each other (2012). I am also a freelance graphic designer and stylist. I work with various brands styling print shoots, television commercials, etc.”

Do you come up with the designs by yourselves, or work with artisans to create patterns since the woodblock printing is undertaken by them?

We start with designing our prints since we are a brand that focuses on prints. Our aim is to steer clear from the typical motifs used in block printing. We first start by sketching out our ideas on paper. We design all our prints. We then share it with the block-maker, who makes a technical sketch of our design so that it can be transformed into a block. Following that, we work very closely with the printer and use one or various blocks to create a print. This is the fun part as we can mix and match various blocks to come up with interesting designs. The possibilities are endless. This is also something that is not possible when it comes to digital printing.

Can you tell me more about each collection? (I notice that you guys name collections after the model wearing the clothes, which is interesting… The pieces of clothing from the Azra collection form some of my favourites.)

“For our current collection, we wanted to create easy yet trendy pieces… You will see motifs like pineapples, cats and paper kites on shift dresses, culottes, pleated dresses and skirts, etc. Our collection has a mix of various silhouettes. So there is something for everyone whether you are 18 or 50 years old.”

Is there a story behind the use of patterns placed as frames for the clothing shots?

“We are a brand that loves colour, and our mood is eclectic and vibrant. We want to be unique, and stand out and be clear as with regards to our brand identity. Like we told you, prints are our forte so it makes sense that we use colour and print to bring out the vividness in the photographs. (Our visual content has been designed to show you what inspired each piece. Prints, art, music, movies, graphics – things that inspired us to create a certain piece, etc.)”

{ What are my thoughts? Well, I am drawn to their beautiful + colourful patterns and prints; also, I find the twin factor most intriguing. HOW DOES THAT EVEN HAPPEN? Of all the collections, I like AZRA – and, Azra Bhagat (the model) does the clothes justice as does the photographer who took her pictures. Those pineapple prints are everything! Them peacock patterns, too. (Out of the clothes, I really like the masculine button-down shirts, pleated skirts and throw-over jackets, etc.) Ooh, and Pune is where their production unit and studio is at, though the block printing happens in Ahmedabad and Jaipur. I think it would be an experience to accompany them on one of their travels to learn more about woodblock printing; or even perhaps, to take a tour of their production unit. (And finally! Okay, so while their cause is just, I do think the clothes are expensive; though I would like to order a JODI something at some point, perhaps at a time when I am more financially stable.) }


Artwork by Roanna Fernandes, and pictures by Anish Sarai


New York, I Love You + Paris, Je T’Aime

184 New York, I Love You + Paris, Je T'Aime

For the past four years, I’ve been dreaming of two very enchanting cities! Not unbeknownst to my closest friends, Paris & New York have been on my mind for a loooong time now. And no, though you would think it, I haven’t saved up enough money yet to fund such a trip for myself. I’m 27 years old, and badly want to see the world! These two places have stolen my heart. From the stories I’ve heard to the places I’ve seen through my favourite movies, and the books I’ve read to the Instagram feeds I stalk on a regular basis… They’re all enough to make me want to empty my savings account just to see these TWO mesmerising cities, for myself (regardless of what anyone OR everyone says). More than the glamour, it’s the energy singularly that has me sucked in, so. I thought it would be fun to make little notes of why I want to see each place, and who knows? Maybe this time, maybe finally… I’ll wake up and just realise I have to go! And not worry so much about how that affects my future (that includes er, clearing out my savings account?).

NEW YORK: Autumn, Spring, Summer, Winter in New York! Times Square. Taxi cab rides! Rockefeller Center. Trench coats! Winter boots. Taking pictures of E-V-E-R-Y-T-H-I-N-G! The Libraries. Cafés. Pâtisseries. THE MEN! Drinking black coffee at some quaint café, and reading a book… But not reading mostly, as I breathe in the sights, smells and sounds around me. Dressing fashionably! Wearing brogues+boots all the time. Thrift shopping at old shops! Spending hours at odd bookstores. Taking pictures of my feet in the grass! Clicking all kinds of #OOTD pictures of myself while I’m there… Discovering new, unheard of places with a stranger, or all by myself. Humans of New York. Street food: Hot dogs, here I come! The New York City Subway. Manhattan. Ordering Chinese food at home, at 2 AM. Dancing at clubs. Attending writing classes, for fun! The Empire State Building. Walking over autumn leaves, to hear that crunchy, ear-pleasing sound… Halloween in New York! Broadway. Window shopping, in NEW YORK. Magnolia Bakery. Spending hours at art galleries and book stores. Running through the park, every morning! Romance. Learning yoga at home. Empire State of Mind.

PARIS: The Libraries. Cafés. Pâtisseries. THE MEN! French. Talking in French! Ladurée. Learning languages. Taking up a painting class at a studio that overlooks the Seine! Drinking black coffee at some quaint café, and reading a book (preferably something by Elif Shafak)… But not reading mostly, as I breathe in the sights, smells and sounds around me. Dressing fashionably! Wearing deep, red lipstick all the time. Browsing through French copies of vintage Vogue issues. Thrift shopping at old shops! Spending hours at old bookstores. Sampling escargot for the first time… Walking on cobblestone streets at night. The Louvre. The Eiffel Tower. Taking pictures of my feet in the grass! Clicking all kinds of #OOTD pictures of myself while I’m there… Discovering new, unheard of places with a stranger, or all by myself. Vespa rides in the evening. Enjoying breakfasts by the window, in the comfort of my petite balcony… Doodling in a journal I’ve just bought to record Paris thoughts and such. Gauloises. Writing in my journal, when I can’t get sleep at night… Moonlit windows for inspiration! Chocolate croissants. Ah, so much that’s there to fall in love with… Summer vineyards. La Vie en Rose.

P.S. Microbe (one of my closest friends who lives in Switzerland) might be creating a BLOG of her own which I am TOO excited about! We are totally going to be “blog buddies”, hehehe. Ooh, and I’m panning to buy gumboots for the rains… INCOMING! (Bombay MUCK = UGH, yuck.) 


Artwork by Roanna Fernandes