Ace designer Rajesh Pratap Singh, the first brand ambassador for Woolmark in India, says he collaborates with brands only when it makes sense.
"I go for associations if it makes sense to me. It's not marketing gimmick for me. It's something that I feel concerned about and can solve certain kind of problem," the designer told IANS.
"I said yes to Woolmark because I have been experimenting with wool for a very long time. I have been doing it for years, so it makes natural sense to get into the tie-up," added the designer who had previously tied up with brands like TATA Motors, Liberty Shoes and Indigo airlines.
Two years after graduating from NIFT Delhi in 1994, Singh floated his own line for men and women. He is known for his design aesthetics.
Singh will showcase his merino wool collection at the forthcoming Wills Lifestyle India Fashion Week (WIFW) autumn-winter 2013. Apart from that, he plans to showcase other varieties of wool at the gala event.
"My collection is for winter and that makes my job little easier. We have done a lot of experiment with knits and woven cuts... It is going to be fairly structured and clean silhouettes for both men and women. For me, the collection will be apt for Indian climate," he said.
The designer, who showcased his collection on international runways in Paris and Milan, is also the Associate Design member of Fashion Design Council of India (FDCI).
He says the growth in the Indian fashion industry makes him proud.
"Things have really moved on for good. Industry has some kind of structure with a time-table to follow. There are a lot of talent in India and the industry is opening up for new designers. Indian people are ready to experiment in terms of style, which is interesting," he said.