Old-world styling with a new twist

Bespoke clothing leads the cavalcade of his multifaceted designing capabilities that include jewellery, interiors and more recently, multimedia. Intrinsically inspired by aesthetics bestowed upon him by his rich historical and cultural inheritance, he is the quintessential man behind the brand – Raghavendra Rathore Jodhpur. One of the foremost names in the fashion industry, the ace designer’s brand specialises in high-end uniform designs for corporates and institutions like Jio World Centre and luxury hotels like Taj, ITC, Imperial Hotel, Leela, Umaid Bhawan Palace Jodhpur and The Claridges to name a few. The brand now has the propensity to be one of the top uniform and accessories design services globally.

In an exclusive interview, Rathore, who launched the label dedicated to his dynasty and the historical city of his birth back in 1994 as a 27-year-old, feels the hospitality industry, like any other service provider, has seen a significant shift, with clients’ requirements constantly changing over the years. “We have been able to adapt and incorporate elements such as bandhgala, old-world styling with a new twist and our rich heritage into the evolving uniform designs. In response to global trends, especially post-pandemic, we have focussed not only on functionality but on using indigenous and sustainable materials,” he says.

When designing uniforms for hospitality or corporate clients, Rathore says he always considers the brand’s values and the social landscape the institution interacts with. “It is crucial to understand the brand’s needs and its reach while integrating it with other elements and our rich heritage,” says the designer who believes that fashion never dies and it just reinvents itself from era to era, meandering in and out from its original course and adorning generations along the way.

“As each brand has its unique vision which we respect and work with to create tailored designs. We strive to represent the brand’s ethos through the designs, incorporating elements and old-world styling with a new twist,” shares Rathore, a passionate believer in the age-old connection between culture and fashion. On how much client intervention is acceptable, Rathore says, “As designers, we are responsible for proposing and projecting customised looks for our clients. We conduct in-depth research to understand all aspects related to the property or institution and use this knowledge to design personalised uniforms. Clients are involved in the process and provide feedback but the final choices are made by our design team.”   

With sustainability being the buzzword all around, the descendant of Rao Jodha, the founder of the city of Jodhpur, shares that Raghavendra Rathore Jodhpur prioritises the use of indigenous, innovative materials and local arts and crafts in its designs. “We always showcase our rich heritage while promoting sustainability,” he says.

Can businesses and corporations build a brand through good uniform design and use it as an extension of an effective brand-building strategy to create recall value? “At Raghavendra Rathore Jodhpur, we have worked with like-minded partners who believe in providing personalised experiences for their clients. This approach helps create a unique selling proposition (USP) and brand recall, establishing a strong brand identity through uniform design,” feels Rathore.   

Though he feels it is tough to choose one of his favourite designs from the hospitality industry, Rathore picks up the uniforms for Jio that stand out for him. “This project allowed us to combine traditional Indian craftsmanship with modern design sensibilities, representing the luxurious and sophisticated brand image of Jio World Centre,” he avers.