Avni E. Trivedi, right, works very closely with her mother, Rupa Trivedi, even though the two live on different continents. (SUBMITTED PHOTOS)
' WORCESTER — St. George Orthodox Cathedral will be filled with flowing silks handmade with delicacy and detail on Oct. 10. These silks will not worn by a bride and the wedding party as they glide down the aisle, but by models as they work it on the runway.
The women's club at St. George's is marking its 85th anniversary with a Fall Fashion Extravaganza featuring the designs of Avni E. Trivedi, founder and owner of Avni Fashion in Boston.
Trivedi, 32, has been working on the 20-look collection since May.
"For the show, we are gearing more Fall 2013 looks," said Trivedi during a phone interview. "We are showing a lot of jackets, combined with our signature silks. Then we go into more formalwear for the evening, so we are trying to gear it more toward what people wear for the fall for all their events, all their holiday parties and see if our more elaborate, heavier fabrics, such as silk and silk wool, would be a good fit for them."
Trivedi, originally from Mumbai, India, started the company in 2010 after leaving a supply chain management job with Intel in California. Avni Fashion focuses on manufacturing clothes that are environmentally responsible and dyed naturally.
"We dye with only herbs and flowers. Seventy percent of our dyeing happens with recycled materials such as onion peels, pomegranate skins," Trivedi explains. "There are absolutely no chemicals involved in any of the dyeing, so it's good for the water, good for the environment and good for the people who wear it."
The collection Trivedi is showing Thursday is made of heavier fabrics such as silk wools, organic cotton and bamboo knits. All the fabric is made by her mother, Rupa Trivedi, who still lives in India and has owned a fabric manufacturing unit called Adiv Pure Nature for the past seven years.
"This has always been my passion and my family has always been in the industry," says Trivedi, a graduate of University of Minnesota with a business degree. "I used to work with (my mother on) her strategy and help her through a lot of her growing pains when she started her business. I guess at some point I realized what the product that she has is worth and I want to bring more of her fabrics to a Western market."
Though mother and daughter are on different continents, they work together to make Trivedi's dream collections a runway reality.
"We actually work very closely on the concepts on the collection prior to even designing the actual clothes, and based on what the collection is going to be, we come up with what I call textures that are handmade," says Trivedi. "They are basically Japanese, shibori tie-dye techniques that we use to create different looks."
These handmade "textures" along with Trivedi's flattering designs have been picked up by more than 150 boutiques nationwide, including Treasure Chest in Northboro and other shops in and around Boston. Avni Fashion has been featured in about 15 fashion shows and StyleWeeks in the past two and a half years.
Trivedi attributes her success to her designing mantra: "Clothes for all occasions; clothes for all body types."
"The target market is someone who is well-traveled, who enjoys organic, environmentally friendly clothing and understands it, and also someone who just wants to look elegant at all times," Trivedi says. "It doesn't matter if she's at the grocery store or if she's out and about on the town. She wants too look elegant, comfortable and still have meaning to what she is wearing and enjoy the story behind it."
Website: avnifashion.com
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