Rimzim Dadu unveils her flagship store in Hyderabad

“Hyderabad understands my madness,” says Delhi-based designer Rimzim Dadu at the launch of her new flagship store in the city. Dressed in one of her own creations — a black sleeveless pantsuit paired with her signature blue metallic drape — Rimzim cuts a striking figure. The Hyderabad store is her first outside Delhi.

Without too many elements

The new mother, she welcomed her second child in February, made several trips to Hyderabad during her pregnancy to bring this space to life. Spread across 2,000 square feet, the store is clean and uncluttered, in line with Rimzim’s vision of a space that feels “sculptural and minimal,” allowing the clothes to do the talking. Soft greys, raw stone textures, and beige undertones offer a quiet backdrop to the brand’s metallic-infused designs.

The store showcases womenswear, menswear, and accessories, including the signature Sari Wall (first introduced at the DLF Emporio store in Delhi), metallic saris and gowns, custom furniture made using Rimzim’s own textiles, and cocktail dressing for men featuring tuxedos and bomber jackets.

Choosing Hyderabad

Rimzim entered the fashion world in 2007 at 21 as the industry’s rebel kid — drawn to creating “crazy things.” “I’ll be honest, I didn’t care much about commerce back then,” she admits. Over time, though, she developed a stronger understanding of the business side of fashion, recognising the pockets from which appreciation and support were coming. This insight made Hyderabad feel like an organic next step.

“There’s a strong appreciation for heritage and craft here — principles that define our brand,” she says. “Over the years, many of our clients from the city have travelled to Delhi to shop with us. It felt only natural to bring the experience closer.”

Innovation is the key

Working with innovative textiles, Rimzim is best known for her use of steel yarn. With no rule book to reference, she had to figure out how to construct garments with metal entirely on her own. From early comments calling her designs “outlandish” or questioning their comfort — “Is this even wearable?” — she has carved out a distinctive niche using unconventional materials like steel wires, metallic boards, and paper silicon.

As the industry grows more open to experimental textiles, her clientele has evolved too. “I feel like now is truly my time —people finally understand what I do,” she says. “It’s comforting to see this shift. Nearly a decade ago, when fashion shows went digital with Instagram, it gave designers like me a voice, a platform to tell our stories.”

Sustainability at the core

With “create meaningfully and create less” as her sustainability mantra, Rimzim steers clear of trends, focusing instead on pieces that endure — both physically and aesthetically. A prime example is her blue metal drape, crafted from steel wire textile and first introduced in 2016. “Someone who bought it then shouldn’t feel the need to update their wardrobe—it’s still relevant,” she says. “I want to create designs that feel meaningful now, a decade later, and even as heirlooms for the next generation.”

She is currently working on a new collection inspired by Indian crafts and tribal traditions, set to debut at India Couture Week (ICW) in Delhi this July. “We’re using the same material canvas, but it’s a fresh direction for us.”