Fashion encompasses more than just clothing; it embodies culture, tradition, and personal expression. As the world increasingly embraces sustainability alongside style, designers who merge heritage with contemporary fashion are redefining the industry. Tamma Sushma Reddy, founder of the “Sushma Reddy” label, is one such designer. Her work beautifully combines traditional Indian aesthetics with modern silhouettes, creating a brand that is both timeless and innovative.
Inspired by Hyderabad’s Cultural Tapestry
Sushma Reddy’s journey is rooted in Hyderabad, a city celebrated for its vibrant film industry and rich cultural diversity. Growing up as an only child, she enjoyed the freedom to immerse herself in the city’s unique blend of traditional and modern influences. From fashion to cuisine and art, Hyderabad provided the perfect backdrop for her developing passion for fashion.
After completing her Bachelor’s degree in Fashion Technology at the Hamstech Institute in Hyderabad, Sushma launched her career at Angasutra, a prominent luxury store. During her time there, she gained valuable insights into the world of high-end fashion by learning directly from industry leaders. Over her two years in the field, Sushma had the opportunity to collaborate with designer Shilpa Reddy, which greatly enriched her understanding of the craft.
Driven by a desire for deeper knowledge, Sushma pursued a Master’s degree at NIFT Mumbai, one of India’s premier fashion schools. It was here that she explored sustainability in fashion, a concept that soon became central to her design philosophy.
Sushma Reddy’s work reflects her commitment to blending India’s rich traditional aesthetics with contemporary fashion. Her designs not only embody cultural heritage but also push the boundaries of modern silhouettes, creating a brand that is both timeless and innovative. In an era where sustainability is as vital as style, Sushma’s approach positions her as a visionary designer within an evolving industry.
Learning from Industry Icons
Sushma Reddy’s journey continued as she interned with some of India’s most iconic designers, including Neeta Lulla. A notable highlight of her career was contributing designs for Kangana Ranaut in the historical Bollywood film Manikarnika, which offered her a unique opportunity to work on intricate, traditional costumes for the big screen. This experience reinforced her love for Indian heritage in fashion while encouraging her to innovate.
After returning to Hyderabad, Sushma collaborated with renowned designers Anushree Reddy and Mrinalini Rao, where she further honed her skills. These partnerships allowed her to remain connected to her cultural roots while experimenting with modern design elements. Sushma’s ability to navigate the evolving fashion landscape helped her develop a clear vision for her own label.
A Vision for the Future
With a wealth of experience and a deep passion for fashion, Sushma Reddy launched her namesake label, “Sushma Reddy.” Her brand prioritizes sustainable fashion, seamlessly merging Indian traditions with contemporary silhouettes to appeal to the modern, eco-conscious consumer. Sushma is committed to creating pieces that are not only visually appealing but also environmentally responsible, reflecting the growing movement toward sustainability in the fashion industry.
Looking ahead, Sushma aims to expand her brand to a global audience, sharing the richness of Indian culture through her designs. By blending modern sensibilities with Indian heritage, Sushma Reddy’s label is poised to become a prominent voice in the future of fashion, making a lasting impact in both local and international markets.
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