Designerspeak: We love luxurious self-indulgence!

Designer Payal Singhal, who is showing at the upcoming Lakme Fashion Week, tells us about her decade-long foray into fashion.

She set up her first flagship store in Manhattan, New York, at the age of 25 and she's not afraid of fashion critics, claiming that her sparkly designs are the reason why people 'hate to love' her work.

Here, in an interview with rediff.com, the effervescent Payal Singhal discusses her career, what she perceives as fashion disasters, trends for the coming season and more.

Your label completes a decade this year -- how has the journey been so far? Tell us about the major milestones and most memorable moments you've seen in these 10 years.

The last 10 years have been great -- I have learnt from all my experiences and I feel grown into a more mature designer. The most memorable moment was when I opened my first flagship store in Mumbai in 2000. Among other memorable moments was being invited to Miami for Fashion Week of the Americas and to Singapore for the Singapore Fashion Festival. I was really young and it was really exciting to be a part of such big fashion weeks.

In your earlier years, what made you decide that you wanted to become a designer? What were your first steps towards forging a career in this field and how did your parents react to your professional choice?

At the age of 15 I took part in and won the first Shopper's Stop Designer of the Year Award. That was a defining moment, which made me decide to take my first step and I completed my diploma in fashion design from SNDT Women's University Mumbai. My parents were always a part of the garment industry, so they were actually quite keen that I pick designing as a career.

Which of your projects has given you the most satisfaction?

The most satisfying project was opening my own flagship store in Manhattan, New York. I was involved from start to finish, right from choosing the location to the actual store setup to events to sales It was a very challenging and exciting project.

Which designer/ artist do you particularly admire?

I admire the work of my grandfather JP Singhal -- he is a great artist, I wish I had the patience to paint. The designers I love are Sass and Bide, Mathew Williamson and Max Azria.

At 25 you took your label to the US. What motivated you to go abroad? What was the transition like? Did you have to make major changes to your work style to fit their demands?

I moved because my husband lived there and it was great-- I wasn't consciously really thinking about my work there, it just happened. I didn't really make any changes to my work style; in fact, Indian clients started buying my stuff because it was different from what they were getting there.

What do you think of the current crop of young Indian designers? Any favourites?

They are all great -- very talented -- and they work really hard. There are so many good ones, it's hard to name a few.

What changes have you seen in the Indian fashion industry over the years?

It has become a lot more professional than it was. There is a lot more awareness and more talent now than there was 10 years ago.

When it comes to fashion as a career, how important is talent and how important is formal training?

I would say they are both equally important

What advice do you have for the next generation, specially those hoping to follow in your footsteps?

Just be true to yourself and do what you believe in -- the rest will follow.

Your clientele includes some famous names from the glamour industry. Do you have any favourites?

My favorite client has been Shibani Dandekar from the band Dmajor -- she understands my clothes and wears them the best.

Which celebrity according to you is a fashion icon and why?

Twinkle Khanna -- she is always impeccably dressed and very fashion-forward.

Who according to you are the top five best-dressed Indian celebrities?

I honestly have been away for the last seven years and feel like I am not in a position to comment.

Okay then, who do you think are today's best-dressed male and female celebrities internationally?

Johnny Depp and Sienna Miller. I'd like to design for Sienna.

What is your personal sense of style like? Besides your own designs, which other designer's clothes do you pick for yourself?

I like comfortable, edgy clothes. I shop a lot at Max Azria.

What do you think is the most common fashion mistake that women make?

They try to wear the latest trend, even if it doesn't work for them

Can you share a style tip for a big night out?

Wear a tried and tested outfit.

Tell us a little about your latest collection, which will be showcased at the Lakme Fashion Week.

This year, as Payal Singhal turns 10, we celebrate our decade in the industry with our festive 2010 collection 'Decadence' (pun intended) to let the world know that yes, we are a decade old and we love luxurious self-indulgence! The collection is a tribute to the last 10 years of the brand ideology of wearable, affordable and luxurious clothes.

We know what our fashionistas want and we deliver. So here we are with a collection as a salute to them. Thank you for making the last 10 years happen and here are the reasons why. The collection is an ensemble of our best-selling, award-winning silhouettes over the years. Simple, sparkly and signature Payal Singhal.

Since we did almost every color in the universe in the past decade, we'll take you on a visual journey from blush pink, coral and tangerine to aqua, grape, plum and navy. They come to life in luxurious crepes, satins, georgettes, tulles and brocades in our retro signature 'Payal Singhal' silhouettes. And how can we forget our biggest faux pas -- our classic sparkle, for which everyone hates to love us! That's our 'decadent' story!

What trends do you see catching on in the coming season?

'Jeggings' -- denim leggings with no fly. You can wear them just like normal jeans or leggings and pair them with tunics, kaftans, tee-shirts...I think any body type can carry them off.