In a remarkable career spanning over three decades, designer Ritu Beri has more often than not endeavoured to illustrate the decisive moment when fashion leaves the atelier to conquer the world. Her vast body of work, comprising entrancing creations, has celebrated Indianness and embodied an artistic tribute to self-assertion. Her collections have been like theatres of dreamlike illusions, mixing the alchemical with the ephemeral.
Recently, she even ventured into hospitality with ESCAPE in Goa – an immersive lifestyle experience. For Ritu, creativity has never been confined to fashion alone; it’s a way of life. “Hospitality felt like a natural extension of my world of design. I have always loved curating experiences, spaces, and moods. With ESCAPE in Goa, I wanted to create a place that is about feeling something. Escape is an emotion,” she quips.
RR: How did the idea of Escape Goa take shape, and how has the response been so far?
Ritu Beri: Escape was born from my desire to create a cultural hub, a space where art, design, music, and conversations come alive. I imagined it as a home for dreamers and creators. The response has been beautiful; people tell me they feel transported, that it’s unlike anything else in Goa, and that gives me joy.
RR: You were the first designer to showcase at Paris Couture Week in 1999 and then went on to head the ready-to-wear at Jean Louis Scherrer in 2000. How would you compare global fashion then and now?
Ritu Beri: When I started, fashion was more exclusive, a little more magical. Today, it has become faster, more democratic, and very much influenced by social media. Both worlds are exciting in their own way: the old-world charm of couture and the accessibility of fashion now. Fashion then was a dream; today it’s a dialogue.
RR: You’ve dressed the who’s who among the glitterati - from Bill Clinton to Madhuri Dixit. Is there a dream person you want to dress even now?
Ritu Beri: I’ve been fortunate to dress so many incredible personalities. But for me, the real dream is always the next person who connects with my work. I don’t think in terms of celebrities; I think in terms of souls who carry the outfit with meaning. The dream is not about who I dress, but how they wear the dream I create.
RR: Your designs have always celebrated Indianness, like your Paris showcase when models walked barefoot with only alta applied to their feet. What’s the root of your artistic expression?
Ritu Beri: The essence of India is at the heart of everything I do. Our traditions, rituals, colours, and crafts inspire me endlessly. I like to take something deeply rooted in Indianness and present it in a way that resonates globally. India is my soul; Paris is my stage.
RR: What does new-age Indian luxury mean to you?
Ritu Beri: A lot of homegrown brands have made global inroads with India proud designs and textiles. For me, new-age Indian luxury is about authenticity. It’s rooted in craft, in heritage, yet expressed in a contemporary, global voice. It’s about telling our own stories with pride. True luxury is not imported; it’s born from our own soil.
RR: Talking about India Proud designs, do you see a newfound respect among the new generations for homegrown, handloom products?
Ritu Beri: Yes, and it makes me so happy. The new generation is looking at handloom and craft not as something old-fashioned but as something cool and aspirational. This shift in mindset is what will truly sustain our crafts. Handloom is the new couture.
RR: What’s your retail model? You create as per individual client requests. Any key retail learnings you’ve deduced?
Ritu Beri: My work has always been very bespoke. I like the intimacy of creating something that feels personal to the wearer. The big retail learning for me is that people today value experience as much as the product. They want a story, a connection, not just a garment. Fashion today is not about clothes, it's about conversations. Nostalgia is having a moment in fashion with global fashion houses bringing back their archives, and also a new focus on 90s supermodels.
RR: Is there a dream design house you’d love to collaborate with and why?
Ritu Beri: I think collaboration is about shared spirit, not just names. If I had to pick, I would love to collaborate with a house like Chanel because they celebrate craftsmanship and artistry, values that resonate deeply with me. Chanel and I speak the same language of craftsmanship.
RR: Do you suffer from mental blocks? How do you stay inspired?
Ritu Beri: Of course, every creative person has moments of pause. For me, inspiration comes from life itself, a piece of music, a walk in nature, a conversation, or even silence. I don’t force it; I let it flow back when it’s ready. Inspiration is not something I chase; it always finds me.
