By Meher Castelino
Juilee Bendkhale is an award-winning designer but extremely low key, although her brand “Zuilee” is one of the most popular with loyal buyers around the country.
For her graduation collection for Chrysalis 2001 from the Premlila Vithaldas Polytechnic, SNDT Women’s University, she won the Meher Castelino Award for Most Innovative Garment Construction, which proved that her fashion grounding was indeed very sound and firm from its very roots.
After that a series of assignments with Spykar Jeans, Lee Cooper Jeans and head of the Wills Sports Women’s Category at ITC Wills Lifestyle encouraged her to start her label ‘Zuilee’ in 2009.
The next step was an impressive debut at Lakmé Fashion Week Winter/Festive 2010 Gen Next show and another successful one during Lakmé Fashion Week 2011. Soon, Juilee was in demand at top exhibitions like IMC, Nayaab, Design One and Fuss in Kolkata.
Juilee primarily works with handloom silks for silhouettes that move from Indian and Western to Fusion but are fluid with experimental drapes. Hand and machine embroidery is used for fabric texturing, which is very discreet yet eye-catching. The creations are understated and subtle but totally vibrant as far as colours are concerned.
Juilee works on two lines – Summer and Autumn/Winter with 30 styles for the former and 40 styles for the latter. Customisation in each style is also available for retail clients who are in the age group of 35 to 65 years. Her latest collection finds inspiration in the movements of a dancer in motion to create fluid and sculptural silhouettes. The ensembles have abstract and geometric patterns juxtaposed with Ikebana florals. Each garment is delicately handcrafted with pick-stitched detail and in gorgeous shades of fuchsia.
The price range for the tunics/dresses is Rs 11,000 to Rs 15,000, silk pants Rs 4,500 and dupattas/stoles for Rs 4,000 onwards. Juilee is available six days a week from 10 am to 7 pm by appointment at her Lower Parel Studio. Her terms of business are credit cards for retail and wholesale.
Besides pop-ups and exhibitions, the ‘Zuilee’ label is available at Ensemble and Mélange in Mumbai, Elahe and Taamara in Hyderabad, Theorem in Ahmedabad, Shobhan in Surat, Vachi in Kolkata, Ogaan and Amoha in Delhi.
About Juilee Bendkhale
Zuilee is an Indian fashion label founded by designer Juilee Bendkhale. The label was launched at the prestigious Gen-Next platform of Lakme Fashion Week.
Posted on Sep 12, 2018
Time: 10:00 AM to 7:00 PM
6 days a week – by appointment
Location: 4-A, Viral Industries Building, 1st floor, Sunmill Compound back exit, Near True School of Music, Lower Parel West, Mumbai 400013
Meher Castelino is one of India’s best known fashion journalists and commentators. Long before India was recognised as the home of style and beauty queens, Meher was crowned Miss India. Way, way back in 1964! She has also mentored many emerging divas, including a certain Aishwarya Rai. Meher writes in many Indian and international publications. For Xyngr, she stylegazes every Wednesday.