Indian Influences:

   Found in Boston Designer

By Diana Rohini La Vigne

India’s Gem

There has been a surge of international influences in our everyday fashion wear. No longer are residents saving their designs bought from abroad for special occasions. These fashions and accessories have become part of one’s daily routine. Local designer, Sheela Mehrotra-Joshi is helping the fashion world to achieve the perfect mix by adding her Southern Asian flair to her clothing and jewelry lines. The exotic land of India has become one of the fastest growing influences on fashion and art in America.

Sheela Mehrotra-Joshi launched her label, Omaskas, in early 1999 with instant success. Only in her 20’s, she already has a significant amount of recognition and experience! Omaskas labels can be found in India, England, and the United States. Her clients span the entire globe and she has a portfolio sporting over 500 original sketches and designs. In school, she studied Studio Art and started her design career as a Costume Designer in India.

Indian Inspirations

Ms. Mehrotra-Joshi lives in a world of enhanced awareness and takes the opportunity to create from those influences found around her. Also, she takes the time to research her client’s needs and desires so that her designs reflect the client’s personality.

"I draw from techniques such as weaving and embroideries, fantasy, folklore, tradition and then incorporate those ideas with today’s society and media. I do depend on understanding the psyche of the target consumer. Intensive experiments, preparations and long hours of research with the notion to restore and reinvent old traditions are the backbone of Omaskas," states Sheela.

Fashion Driven

Sheela knew she wanted to be a designer from childhood. Designing is a passion; it is evident in her work and it is difficult to envision this designer in any other career path.

" I can’t remember the first time I realized that this is what I wanted to do with my life. It began with a notion that I had a story to tell. You will notice that each collection has a story or a purpose behind its development." Notes the designer, "On a trip to India one summer, I would sit on the side of the street and watch women weave on looms and embroider yards of material by hand. Ideas started racing from paintings to interior design."

Being determined about your career is a luxury that most people don’t experience. But there are misconceptions about being a designer that all designers face at some point. Sheela is no exception but takes it in stride. She makes sure to let everyone know the amount of effort and dedication needed to be a successful designer and prides herself on helping others understand the Fashion Design profession.

Sheela offers, "The misconception is that it is not a profession but a hobby. I’ve learned to deal with the criticism just like any other artist. It is a really tough road to travel especially being South Asian and having the majority of my social circle include doctors, lawyers or engineers. But I see it as any other business. You have an idea and passion and then you set goals and sell. Designers can’t depend on a check every month that comes in signed by the accounting department. What we do depend on is building a lifestyle and our craftsmanship. The wealth will follow."

Personal Indian Explorations

For almost a decade, I have been interested in India…from the fashions, to the films and music, to the people. August is the month celebrating the independence of India and I am taking note. I have seen the public surge in interest, over the past couple of years, in understanding India. This journey has prompted me to travel to India, introduced me to individuals that will be life long friends, and even encouraged me to join the MIT Bhangra dance team and perform at the Hatch Shell in front of several thousand people. I met Sheela along the way and found her designs and life compelling. I invite others to take a look outside their world and explore India or any other culture. It is invigorating and lends the explorers a deeper appreciation and understanding of another culture.

To reach Sheela Mehrotra-Joshi, call her studio at 617-290-4631 or visit her online at www.omaskas.com.