BE BEAUTIFUL IN ‘BELOVED STAR’

BE BEAUTIFUL IN ‘BELOVED STAR’

By:  Hope Wilkos, Writer/Blogger

Photographer:  George Whylie

Videographer:  Maxine Nolan

 

Think St. Tropez and summer breezes and ‘Beloved Star’ pops into your mind and fills it with glistening swimwear cover-ups with embellishment fit for royalty.

The creator behind this lavish line is a dark-haired beauty who knows luxury in every sense of the word, Priya Tara Scroggins.  Interestingly enough, ‘Beloved Star’ means Priya Tara in Sanskrit and thus this line is near and dear to the designer’s heart.  She takes into consideration that every woman is shaped differently when designing her collection and they need to feel comfortable and confident in whatever they choose to wear.  With this newest collection of chiffon kaftans, matte jersey maxis, rompers, tunics and pure Indian cotton drawstring harem pants, it will take you effortlessly from the beach to relaxing on the boat.

Gaining experience with her online boutique, FX4boutique.com, Priya was ready to advance into a more complex world of design.  An advantage of ‘Beloved Star’ is the flattering effect that every piece has upon the wearer and even more advantageous are the price points that fit into every woman’s budget.

With brilliant colors, sequins, detailed embroidery, opulent beading, rich fabrics, hand craftsmanship and easy-care, easy-wear glamour, the pieces sell themselves.  When traveling, women like to pick up and go while packing light.  With this Summer 2012 Collection, the jewelry is uniquely built right into the pieces consisting of colorful beads, stones, copper plates, costume turquoise and Swarovski crystal.

The collection was inspired by the global travels of Priya herself.  Her diverse and multi-cultural background have taken her to some of the most exotic places in the world such as Goa, Morocco, Rio and Capri.  Each destination holds a captivating interest for her and has fueled her design talent.  She personally travels to India to handpick her quality fabrics and embroidery.  Of all the places in the world, she is especially fond of the Italian Riviera in Italy, a resort destination for the romantic at heart.

Priya loves dressing in her own collection as a means of complimenting it.  She has a few favorites but looks spectacular in every fashionable piece with her tall lean figure and long dark curls.  The jewels on her outfits twinkle as she smiles and you can feel a personalized warmth about her that draws you to each and every piece of this collection.

Her parents have to be her biggest mentors in life as both of them are extremely creative and this was a large influence in her life.  Her father is an artist and sculptor and her mother specialized in home decor.  Self-expression is one of the important lessons that has translated into everything that Priya has pursued in the fashion world.

This latest ‘Beloved Star’ Collection premiered at Fashion Week Swim 2013 at Salon Allure and a few of her pieces were highlighted during the Opening Night Fashion Show at the ‘W’ Hotel on Collins Avenue.  The colors consist of champagne, blush and beige saturations contrasting with neon brights for that exciting resort lifestyle.  Also characteristic of the collection are tie-dyed silks, jungle-inspired prints, bold patterns and cool cut out jumpers.  Plunging necklines, free-flowing fabrics and side and middle slits accentuate the figure in a divine and transcendental sort of way.  This collection is sure to win the world over.

So what is next for this talented designer?  She is looking forward to opening an actual boutique, perhaps in trendy Miami where swimwear is so crucial to the outdoor and warm weather lifestyle and this type of clothing can be worn year round.  Also, having a love for accessories, she is seeking to grow her brand into accessories, bags, sandals, home furnishings and maybe even sun/skin care categories.

Unleashing her creativity, Priya is sure to prosper in all of her endeavors and ‘Beloved Star’ has captured the resort market by storm and is quickly moving into all facets of the swimwear market.

We look forward to seeing what ‘Beloved Star’ has in store for us next year at Fashion Week Swim in Miami.