Decoding how Rose Room by Isha J marries tradition with modernity to appeal to new-age brides

Missing elements in the market prompted this designer to expand from Western wear to Indian attire. Today, she designs for the fearless women who are globally exposed yet true to their roots. 

Brides Today: In the past five years or so, how would you say brides have changed?

Isha Jajodia: Today, brides are leaning towards a more modern approach, prioritising comfort over traditional style. It’s quite different from what their mothers and grandmothers might have expected. Instead of the traditional bridal attire, many are choosing contemporary looks, opting for saris or even tuxedos paired with a veil and a playful hairstyle. This ‘less is more’ trend reflects a desire for simplicity and individuality on their special day.

BT: “Rose Room Couture looks to break away from tradition.” Would you agree with this perception?
IJ: We aren’t necessarily breaking away from tradition. In fact, we’re incorporating it on a modern canvas. We’re simply bringing focus to the woman of today who amalgamates tradition with modernity while following her own voice, her own heart and mapping her own destiny. We do look towards the future and believe the Rose Room woman is globally exposed, well-travelled and forward-thinking. However, she keeps her heritage and roots in mind. It’s a wonderful juxtaposition, a woman who is bold and fearless but also rooted and timeless.

BT: What pushed you to move from Western silhouettes to traditional Indian wear?
IJ: I noticed a gap in the market for certain elements like tone-on-tone designs and delicate lace fabric in Indian attire. I wanted to create a collection that blended modern and traditional styles, suitable for both Indian and international customers. The response has been fantastic, especially with brides coming from cities outside of Delhi, Mumbai or Bengaluru.

BT: To what degree do your designs reflect your personal style? How do you encourage brides to stay true to their style and not mimic celebrities or others?

IJ: My personal style is all about keeping things tonal and elegant. I don’t stick to any specific trend. My advice to brides would be to trust your instincts and stay true to yourself. Choose attire that reflects your personality and makes you feel confident. When you’re confident in what you wear, its value increases significantly.

BT: Do you seek design inspirations from the many fashion weeks we have going? How do you go about your special bridal collections?
IJ: My design inspiration comes from everywhere—whether it’s travelling, admiring art, or even seeing a perfectly styled stranger. I make sure to stay updated on the latest trends. My bridal collection focuses on contemporary elements like lace and Chikankari, which can be passed down as a token of love to future generations. It’s designed for modern brides who want elegance without going over the top. When creating a look, I start by envisioning the lehenga, dupatta and jewellery, and then work backwards to bring that vision to life. My bridal collection is delicate, reflecting the woman’s happiness and comfort in her skin.

BT: What’s your current obsession in fashion?
IJ: I love pairing dresses with jackets; it’s my go-to look for Western wear. I’m particularly obsessed with creating statement jackets. For international dresses, adding a jacket completes the outfit perfectly, and for traditional wear, I adore my organza lace saris. I can wear them in any colour for any occasion. I enjoy styling them in different ways, sometimes adding a corset belt for extra flair.

BT: Who’s the ultimate muse for your creative designs?
IJ: My main inspirations come from my clients, but if I had to name specific muses, it’d be myself and my dear friend and singer Kanika Kapoor. She wears my designs with such grace. Additionally, I admire Queen Rania, Amal Clooney and Nita Ambani, and I hope to have the opportunity to dress them one day. I have immense respect for these women and the impactful work they do. They embody “Many brides today are choosing contemporary looks, opting for saris or even tuxedos paired with a veil. This ‘less is more’ trend reflects a desire for simplicity and individuality” strength, independence and power, while still exuding a deeply feminine and nurturing energy.

BT: What do you think about Indian crafts enjoying global spotlight? Who’d you say are the biggest proponents of our heritage?
IJ: It’s amazing to see how Indian craftsmanship is gaining recognition worldwide. I have immense respect for designers like Tarun Tahiliani and Sabyasachi, who’ve become well-known names globally. They bring so much pride and prestige to our country and our craft. It’s wonderful to see our talent being acknowledged on a global scale.

Feature and Body image credits: Isha Jajodia

This article was originally published in Brides Today January- February 2024  print issue.

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