My inspirations are rooted in history, murals, paintings, architecture, and quietly powerful moments. Travel plays a big role too.
This is Yam’s debut in Sri Lanka, and we’re thrilled. Colombo has such a rich cultural narrative.
In an industry overflowing with fleeting trends, Yam India stands out for its timeless elegance, cultural storytelling, and meticulous craftsmanship. At the helm of this prêt-luxury label is Priya Mittal, a designer whose journey reflects both personal passion and industry expertise. Having honed her skills under the guidance of legends like Anupama Dayal, Anita Dongre, and Ritu Kumar, Priya launched Yam in 2020 during the introspective pause of the COVID-19 lockdowns. What began as an exploration of print and silhouette has blossomed into a brand celebrated for its global yet deeply rooted aesthetic. Yam’s debut in Colombo this year marks a significant milestone as it enters the international market with a pop-up at The Design Collective (TDC) from the 6th to the 8th of May 2025. We sat down with Priya to discuss her creative journey, the ethos behind Yam, her inspirations, and what lies ahead for this uniquely evocative label.
QCan you take us back to the beginning? What inspired you to start Yam, and how did your journey in fashion design begin?
Yam officially began in 2020, though the seeds were planted much earlier. I spent years working with some of India’s top print designers, but it was during the COVID-19 lockdowns that I finally had the time, and courage, to explore my own voice. I noticed a gap in India’s prêt-luxury space for designs that felt global, were well-crafted, and could transition across occasions and age groups. That’s the space I wanted to fill.
Share with us a summary of your personal journey; from classroom to entrepreneur.
I studied English Literature at Jesus and Mary College, Delhi University, before earning my Fashion Design degree at NIFT Mumbai. My early career was spent learning from icons like Anupama Dayal, Anita Dongre, and Ritu Kumar. Each experience added a layer to my understanding of design and the industry. By 2020, I felt ready to carve out my own niche.
QWere there defining moments or challenges early on that shaped you as a designer?
The pandemic itself was pivotal. It forced me to sit with my own ideas rather than working as part of a team. That period of reflection helped me articulate the prints and silhouettes I felt were missing in the market.
QBefore Yam, were there other creative paths you considered?
Briefly, interior design. But honestly, interiors and fashion aren’t that far apart. They both involve creating spaces or pieces that resonate emotionally. I still hope to explore interiors one day.
QWhat does the name ‘Yam’ signify?
It’s a playful nod to my name pri-YAM-ittal. Friends in college came up with it when I was compiling my portfolio. Coincidentally, “yam” also means sweet potato, which I love. It stuck and just felt right.
QHow would you describe Yam’s aesthetic in three words?
Print. Global. Eclectic.
QYam beautifully blends vintage charm with a contemporary spirit. Was that a conscious decision from the outset?
Absolutely. I’ve always been fascinated by history and the idea that heritage isn’t static, it evolves. Design allows me to give cultural elements a contemporary voice, blending the past and present.
Tell us about your upcoming pop-up in Colombo with The Design Collective.
This is Yam’s debut in Sri Lanka, and we’re thrilled. Colombo has such a rich cultural narrative. We’re looking forward to not just showcasing our work but also drawing inspiration from the local heritage and design scene.
POP UP: 6th May 2025 to 8th May 2025
QYour designs often draw from botanical and nostalgic influences. Where do you find your inspiration?
My inspirations are rooted in history, murals, paintings, architecture, and quietly powerful moments. Travel plays a big role too. Discovering new places that feel like home is endlessly inspiring.
QHow has your mother’s garden and personal memories influenced specific pieces or collections?
Growing up, space was scarce in urban Delhi, but my mother transformed every inch of our home into a green haven. She passed on her love for trees and flowers to me. That sensibility is present in our prints, and we’re even growing a garden at our new workshop.
QHow do you balance preserving a hand-painted, artisanal feel while embracing modern fashion trends?
It’s about respecting tradition while remaining open to evolution. We begin with hand-painted illustrations and ensure that our silhouettes remain simple so the prints can shine. At the same time, we stay aware of what modern customers are looking for, versatility, comfort, and quality.
QHave you had any mentors or creative influences who’ve significantly shaped your growth?
I’ve been incredibly lucky. Anupama Dayal taught me the power of colour and block prints. Anita Dongre refined my understanding of quality and print craftsmanship. And Ritu Kumar instilled a passion for heritage and depth. Each one influenced how I approach design today.
QAre there particular designers, artists, or movements that have deeply impacted your work?
Beyond my mentors, I draw from movements like the Arts and Crafts movement, which valued the hand of the maker. I’m also inspired by quiet, nostalgic artists whose work feels like fragments of memory.
QCould you walk us through your creative process; from the first idea to the final garment?
We start with research, usually into a historical moment or architectural detail. Then we break it down into elements we want to bring to life through illustration. Each element is hand-painted and then composed into a cohesive collection. We don’t limit ourselves to a fixed palette; we want Yam to feel joyful and seasonless.
QYour prints are hand-painted. What role does traditional craftsmanship play in your brand’s philosophy?
It’s central. Everything is done in-house, from hand painting to hand block printing. Some garments use resist dyeing methods that give the fabric a unique fall and depth of colour. Craftsmanship isn’t just a method, it’s our language.
QWhat’s next for Yam? Any upcoming collections or new directions?
We’re building an experiential workshop space where visitors can see our process firsthand. We’re also expanding into menswear and home; two areas I’m really excited about.
QWhere do you hope to see Yam five years from now?
We want to grow as a global brand with a strong Indian presence and a few key international retail spaces. New York and Paris are on the horizon.
QAnd where do you see yourself ten years from now?
Still creating, hopefully across multiple disciplines, fashion, interiors, maybe even architecture. I see Yam becoming not just a label but a lifestyle.
