An interview with Pragya Priyali, Founder and Creative Director, Unrush
In this interview, we speak with Pragya Priyali, the visionary Founder and Creative Director of Unrush.
With a passion for innovation and a keen eye for design, Pragya has transformed Unrush into a leading name in the creative industry. She shares her journey, insights on creativity, and the challenges she faced while building her brand.
Can you share the inspiration behind Unrush and what led you to embrace slow fashion?
Pragya Priyali: The inspiration behind Unrush came from my desire to create clothing that resonates with cultural authenticity while challenging the fast-paced fashion cycle.
I wanted to offer garments that are not only timeless but also celebrate Indian and South Asian body types. Embracing slow fashion was a conscious choice to promote mindful consumption and intentional living, ensuring each piece is crafted with love and longevity in mind.
How do you define slow fashion, and what are its core principles in your brand?
Pragya Priyali: At Unrush, slow fashion is about creating garments that are timeless, versatile, and long-lasting. It’s about being intentional in our designs and production processes, focusing on quality over quantity.
Our core principles include ethical sourcing, using high-quality materials, and creating seasonless pieces that defy fast-changing trends.
We believe in crafting clothes with purpose and thoughtfulness, allowing people to invest in pieces they truly cherish.
What challenges have you faced in promoting a slow fashion narrative in a fast-paced industry?
Pragya Priyali: One of the biggest challenges has been educating consumers about the value of slow fashion.
In a world dominated by fast fashion’s immediacy and low prices, conveying the importance of mindful consumption requires continuous storytelling.
Additionally, producing ethically and thoughtfully comes at a higher cost, which can be challenging in a price-sensitive market. However, we have stayed committed to our values, and it’s rewarding to see an increasing number of conscious consumers.
What impact do you hope Unrush will have on the fashion industry and its consumers?
Pragya Priyali:: I hope Unrush inspires consumers to embrace mindful consumption and redefine their relationship with clothing.
We aim to create awareness about conscious choices while celebrating cultural authenticity. Our vision is to contribute to a shift in the industry towards more responsible and thoughtful fashion, where consumers value quality and purpose over fleeting trends.
How do you balance creativity and responsibility in your designs?
Pragya Priyali: Creativity and responsibility are at the core of Unrush. We balance the two by designing timeless pieces that don’t follow seasonal trends, ensuring longevity in style.
Our creative process involves using carefully selected, high-quality fabrics that are sourced responsibly.
Every piece is thoughtfully designed to be versatile and long-lasting, allowing consumers to build a wardrobe that aligns with their values.
What advice would you give to aspiring designers who want to pursue slow fashion?
Pragya Priyali: My advice would be to stay true to your values and focus on quality over quantity. Educate yourself about mindful practices and ethical sourcing.
It’s important to be transparent with your customers and share your journey with them. Slow fashion is not just about the end product but also about the process. Stay committed to creating with intention and purpose, even when faced with challenges.
Can you elaborate on the materials you choose for your collections and their impact?
Pragya Priyali: At Unrush, we prioritize using high-quality, locally sourced fabrics, most of which are produced in India.
Our selections include natural materials that offer exceptional comfort and durability. We consciously avoid synthetic fibers and instead focus on materials that are breathable, long-lasting, and align with the philosophy of slow fashion.
What are some misconceptions about slow fashion that you would like to address?
Pragya Priyali: One of the biggest misconceptions is that slow fashion is expensive and inaccessible. While it may have a higher upfront cost due to ethical practices and quality materials, it’s ultimately more economical because of its longevity and durability.
Another misconception is that slow fashion lacks style or variety. At Unrush, we break this myth by offering versatile and contemporary designs that cater to modern tastes while staying true to mindful principles.
Unrush has been spotted on several celebrities. Can you share some highlights and what it means for the brand?
Pragya Priyali: We’ve been incredibly fortunate to have some remarkable personalities embrace Unrush. Celebrities like Kalki, Shreya Ghoshal, Genelia D’Souza Deshmukh, Dhvani Bhanushali, Kirti Kulhari, Keerthy Suresh, Santoshi Shetty, amongst others, have been seen wearing our pieces.
Seeing our designs on such influential figures validates our belief in creating timeless, versatile clothing. It’s a testament to our designs resonating with a diverse audience.
Celebrities choosing to wear Unrush also amplifies our narrative, helping us reach a wider community that values quality and authenticity. It’s always humbling and exciting to see how they style our pieces, adding their own unique touch to our creations.
Pragya Priyali’s journey with Unrush exemplifies the power of creativity and resilience. Her insights inspire aspiring entrepreneurs to embrace their unique visions.
As Unrush continues to evolve, Pragya remains committed to pushing boundaries and fostering innovation in the creative landscape. Her story is a testament to the impact of passion and dedication in achieving success.
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