Associate Professor, Fashion Communication, School of Contemporary Media
Sruti has been working in the design industry for the last 13 years. After specializing in Home Science in both graduation and post-graduation, she pursued a diploma in Space Design. Initially, she had started her career with a design firm called FOLEY DESIGNS and worked alongside the designer Michael Foley. This place gave her the opportunity to build a strong foundation in understanding the design process - end to end. Sruti had worked with designers from varied backgrounds to learn research, conceptualizing, and building concepts for premium brands across industries. Her clientele included United Spirits, Gokuldas, Himalaya, and Bulchee. She had also participated in international design competitions like RED DOT during her tenure there. Sruti’s s passion for visual merchandising and curiosity for brands functioning stemmed from there. Following her passion, Sruti started her journey in visual merchandising at Indus League where she got the opportunity to design for 9 different brands. The role included planning for 9 different TGs and designing displays, communication, seasonal collections merchandising, new stores ambience appeal for all of them across the country. The brand portfolio she worked with were - Scullers, Indigo Nation, Jealous 21, Daniel Hechter, Headquarters, Urban Yoga, Manchester United, and Urbana. The Manchester United store designed by Sruti & her team won an award at VMRD. After that, she moved into Madura Fashion and lifestyle as a creative lead for VAN HEUSEN. Working with Van Heusen involved designing window displays, trade shows, props, and planning merchandise display/fixtures for the stores. Quite a few of the windows got featured in the VMRD magazine. Sruti’s next stint was with Max Fashion. This was an entirely new experience as Max is a Fast Fashion brand. As the creative lead for the brand, she and her team were in charge of pan-India visual merchandising. All of these experiences have taught her one core lesson - the fashion world is ever-evolving and we must evolve with it. In order to do so we must keep learning, adapt quickly, and constantly upgrade ourselves. Now, after 13 years, fashion and design are no longer just a part of her professional life.