SIORAI Collection All About Intentional Design: Alayna Zaid

How did your family background inspire you to start your entrepreneurial journey?

My family’s entrepreneurial legacy has been a huge inspiration for me. My great-grandfather started Prestige Group with a tailoring shop, which eventually grew into real estate. My mom also ventured into entrepreneurship with Sublime House of Tea and Sublime Galleria. Art has always been in my blood—my grandmother paints, and I have been doing art since I was young. I have even commissioned large art pieces for JW Marriott Bengaluru Prestige Golfshire. My passion for fashion is an extension of my artistic side, and I love bringing my creativity to life through wearable art. It’s a combination of my family’s entrepreneurial spirit and my own artistic expression.

How has your travel influenced your approach to designing?

I drew inspiration for my collection from my travels, particularly to Spain and Greece, where I fell in love with the water and the beauty of those cities. My brand is a reflection of my art, interests, and personal style. As for my vision, I noticed a gap in the Indian market for stylish, contemporary clothing catering to young adults like myself. Most Indian wear brands target an older demographic, and I would often shop abroad to find what I liked. I realised I wasn’t alone, and that’s when I decided to create a brand that fills this gap and offers unique, artistic pieces for people in their 20s and beyond.

Can you elaborate on the concept of ‘intentional design’?

My collection is all about intentional design—from day to night, and suitable for various weather conditions. The fabric is carefully chosen to be breathable, soft, and comfortable, ensuring it doesn’t cause any issues like rashes or humidity. Even simple pieces, like a black jacket, have thoughtful design elements, such as subtle embroidery. The goal is to create effortless, yet stylish clothing that’s easy to wear and makes you look your best. It’s about being intentional with every detail to achieve a seamless, effortless look.

So what role does artisanal craftsmanship play in your collection?

Artisanal craftsmanship plays a significant role in my collection. Each piece features hand-done embroidery or some form of traditional craftsmanship, even in our men’s wear. This is a nod to India’s rich heritage and the skill of its artisans. By incorporating these traditional techniques, I am staying grounded to my roots and celebrating the beauty of Indian craftsmanship. It’s a way to preserve and showcase the country’s rich artisanal legacy.

Why did you pick Bengaluru for your store launch?

Bengaluru is my hometown, where I was born and brought up. It’s home, and it felt natural to launch my store here, among the people I know and understand. Launching here first allows me to connect with my local community, and from there, I plan to expand across India in the coming years.

How do you see, you know, your brand fitting into contemporary luxury fashion labels?

My brand, SIORAI, will fit into the luxury fashion landscape by catering to a different segment and demographic. There’s a gap in the Indian market for home-grown, Western luxury brands targeting young adults. While there’s plenty of luxury in Indian wear, Western wear is neglected in this space. SIORAI aims to bring newness and fill this gap, offering high-end, Western luxury that's rooted in Indian craftsmanship and sensibilities. It’s about creating something new and unique for a specific target audience that's currently underserved.

Tell us about your Tidal Bloom collection and what was the inspiration behind that?

The Tidal Bloom collection is a true reflection of myself. After going through a design process and exploring various ideas, themes, and color schemes, the collection came together organically. Our designers, Shefali for women’s wear and Rachana for men’s wear, created pieces that resonated with the essence of SIORAI. It was a moment of clarity when we all agreed that this collection perfectly embodied the brand’s vision and values.