This week we are shining a spotlight on Zaara Kohime, who brings the luxurious colors of Indian culture and clothing to SL through her digital creations. In addition to gorgeous lehengas and saris, a visit to her main store is an experience in itself. She has artfully incorporated many architectural styles and iconic symbols of Indian culture, such as colorful tilework and a serene temple.

How long have you been in Second Life and how did you first hear about it?

I have been in SL since 2007! A friend of mine pointed me to a news article about it and I signed up. I didn't quite know what to do once I logged in (don't we all?). I used to camp in those days to earn some lindens and eventually made some friends. Soon enough, I was told that if I have any sort of graphic capabilities, I should try creating something in SL.

{Zaara} mainstore

Do you have a background in fashion or 3D creation? What got you interested in creating content for Second Life?

I went to art school and am trained in illustration and print media. I was also an art director at an ad agency that handled fashion and lifestyle brands. Advertising was on the cusp of digitization and print mediums were increasingly on the decline… we didn’t have the budgets at our disposal, or the timelines, that we were used to. It was just a high pressure environment and I was getting  pretty frustrated with that way of life. What attracted me to SL was the freedom, that I could do *anything* and if it was good enough, people were willing to pay for it and appreciate it. I liked the idea of being able to reach a global audience and to be on a level playing field; there was a sense of equality about it and mutual respect. The positive feedback from customers was also encouraging, it felt like what I was doing was worthwhile and bringing joy to someone in a very direct way.

I decided to make a few outfits in my spare time to see how it went... and thus {Zaara} was born. I was proficient in Adobe Photoshop and Illustrator, however, I had no training in any 3D software. Luckily, SL content at the time was not driven by mesh but rather by textures, which were my strength. Luckily, I could pick up newer techniques and softwares along the way as SL evolved. My partner, Sawyer Campese, was comfortable with 3D and I learned softwares quickly. Needless to say 14 years later, I am still here and loving it!

{Zaara} Lehenga

As most of your clothing is highly influenced by South Asian culture, please share some common garment terms that people might not be familiar with. Are there any specific people, places, or movies that have inspired your designs?

{Zaara} is a quintessential Indian brand, pretty rooted in tradition and authentic in its representation. A lot of my customers who are not from India are often pleased to discover fashion goes beyond a sari. I do try to name my outfits correctly, with the name in Hindi and English so people understand how these pieces are called.

I try to focus on specific outfit styles, the most popular of which is a Lehenga - flared intricately worked on skirts with blouses with draped scarves. Most South Asian traditional garments tend to have draped scarves called 'dupattas' or 'chunnis' for the sake of modesty. Then of course there is the Sari - the ultimate fashion paradox... it is as complex as it is simple, with its richly decorated seven yards of untailored fabric.  There are apparently over 100 different ways in which a sari can be draped. I have managed to make... ONE style (lol). Then you also have tops or long dresses such as 'kurtas' which are worn with pants. These have several different names such as anarkali, a patiala, churidar kurta, sharara, gararas... depending on the cut of the top and the fit of the pants.

A big part of my inspiration is drawn from different fabrics, embroideries, and regional differences that stretch across the vast landscape of India. I also love color and South Asian fashion is one where strong colors and patterns are unapologetically front and center, so I like to celebrate that. A lot of my customers contribute references or draw attention to an outfit from a popular Bollywood movie and I happily comply if possible!

{Zaara} Patiala Kurta (left) and {Zaara} Sari (right)

You recently updated the Zaara mainstore to an all mesh build. This photogenic Indian themed location is an attraction in itself, filled with meaningful cultural markers such as a temple, colorful tilework and stained glass, and the revered cow and elephant. What was the process of building such an elaborate store like, and what experience do you hope people take from visiting?

My inspiration for the {Zaara} sim was a mix of old Havelis (mansions) and the steps/ghats you see in Puskhar and Varanasi. I like this region because its architecture is influenced by Hindu as well as Islamic elements which captures the multicultural fabric of India.

Zaara region ghats/steps

I also understand that a lot of non-resident Indians come to SL looking for nostalgia and a feeling of home.... I didn't want to build a palace, but rather something relatable that had seen better days and was looking for a sense of purpose. The {Zaara} mainstore is housed in such a 'Haveli' with a rambling layout which spills over outdoors into the lanes leading to the 'ghats' or steps into the water. 

Zaara region lane

I initially referenced pictures off of Google, but unfortunately, I didn't even know where to start. Rural Indian builds are so chaotic and I couldn't figure out what these builds looked like on the inside, and how one building led into another. So I traveled to Rajasthan, along with my partner Sawyer, to collect references and observe the structures firsthand. The Mainstore structure itself is based on an old Haveli in Shekhawati. The yellow building that houses the Menswear is a quaint house I saw in Jodhpur, Rajasthan. The pools are a nod to the gorgeous lake palace in Udaipur. Then there was this particular lane in Pushkar that I fell in love with and attempted to recreate a simplified version here in the sim. I could do sooo much more, the {Zaara} sim still feels like a work in progress... but I had to stop somewhere and get back to making Saris and Lehengas!

Lane comparisons - RL (left) vs SL (right)

How has Second Life impacted your life?

Well, I met my now RL husband in SL, so it has certainly impacted my life (haha). In general, I think the most priceless thing Second Life offers is freedom. We have been able to move across countries because of how flexible we are... and because it is not a 9-5 job we could develop other interests and hobbies. I was bogged down by a mortgage on my apartment in Mumbai and my SL business helped me pay that back. We are now building a life together without the traditional constraints of a job or location, and I'll always be grateful to Second life for that. I have made so many friends from so many countries and even met a few IRL! Nothing can be quite as enriching as a culturally diverse human encounter. What keeps me going is the appreciation of customers, some of whom have been purchasing from my store for 13-14 years.

Zaara region temple

Where can people follow you to learn more about your work? Please share links to your sites and social media accounts.

Flickr
Facebook
Instagram
SLURL to Zaara mainstore
Zaara on Marketplace

We hope you enjoyed learning more about Zaara’s talent and flair for virtual fusion fashion. 

Each of these weekly Spotlight posts will feature a different Resident to showcase the spectrum of experiences and personalities found in our virtual world. If you have created something inworld that you’re proud of, or have had a deeply meaningful experience that could brighten someone else’s day, please sign up! More info here: https://second.life/spotlight-signup.