A quotation from the "Life of Pi"by Yann Martell;"I, we the citizens do not support our artists, then we sacrifice our imagination on the altar of crude reality and end up believing in nothing & having worthless dreams.
Rudhra Kapur was born in India in 1967 to an Anglo Indian father and a Franco Germanic mother, a true fusion child. This makes the blend of his philosophy so special and is the creative force behind his brand Cerfontaine.
FUSION FASHION
Having heard for many years the terms and critics such as "contaminated fashion","ethno chic" and ethnic trend", he felt that these expressions where somewhat condescending.
The truth, perhaps has been hell-ed down egotistically by most brands in the world of fashion for what one may call a false sense of snob value or patriotism or to avoid the consumers doubt in the prouct.
The fact that from ancient times the Egyptians traded fashion and textiles with Mesopotamia all the way through to Europe and Venice with the silk road going as far as China and still today the research, cost, & logistics, well hidden from the consumers eye, average 80% of any fashion product completely or partially resourced and manufactured in the Middle and Far East. This awareness came to Rudhra while working for 15 years as a style development and research product representative through a manufacturing corporation based in India.
Over 49 leading brands around the world used his talents to produce a huge output of fashion.
The production was home based, a well established and historical family group of companies trading mainly in exports of textiles and ready made garments with various resource agencies, a chain of retail stores, national mail orders, etc. One could say that all this experience and his technical education at the Paris academy and NIFT meant that fashion and textiles truly run in his veins.
Photo by Jedi Simon
THE PHILOSOPHY OF CERFONTAINE & FUSION
FASHION.
This is a trend that is an
extremely new point of view which the world has seen happening
through the
industries of music, movies, food and lifestyle.
The philosophy behind fusion fashion is based on the concept of
global thinking, bringing together the
finesse and wealth of all our civilisations and cultures without a
specific nationalistic identity.
Fusing our multi-cultural wealth to create an identity of our times.
Rudhra strongly believes that by fusing the wealth of our heritages,
a new way will bring the world
forward. Creating an informal elegant style resourced through
natural ecological & pure fibres, with
an accent on spandex where necessary, collaborating with historical
artisans through modernising
their traditions & art with new innovative techniques, shapes &
style, Rudhra builds support for these
dying arts, bringing hope and faith for a future in our over
industrialised world.
Cerfontaine over the past 6 years has been retailed
through boutiques in Lugano,Brussels,
St,Barths,Istanbul, Bodrum,Mumbai, Lago di Garda.,Salento,Capri,
Sardinia and Rome; each boutique
with their own VIP and discreet clientele.
Cerfontaine has the representative, pioneer boutique
and showroom in Rome since February 2007.
With the On-line site on Internet, Rudhra can globalize his concept
and talents into your vision,
creating the alchemy of blending dreams and reality.
written by Renee Finch