Apparel March 2020 Apparel March 2020 issue | Page 66

BRAND PROFILE
64
I APPAREL I
and unique. It is about keeping the textile
traditions and crafts of the country alive and
flourishing while creating an awareness and
appreciation for our rich heritage, our creative
culture and artisanal skills,” says Viral. While some of the fabrics are sourced by
Meeta and Viral who travel and meet retailers
and artisans, their in-house design team also
sources fabrics from artisan centres/workshops
and source-ready textiles. Seasons also sources
customised textiles for collections. The design
team travels to textile centres across the country
to help revive old motifs, produce fabrics dyed
with natural dyes and buy textiles that would work
well with Bagh’s designs. They also work with
artisans who bring out collections of natural dyed
fabrics and designs such as the Indigo collection.
A variety of surface design techniques such
as hand- block and screen printing, embroidery,
resist-dyeing; bandhani, leheriya, shibori and
kalamkari-are created across different traditional
textile centres for Seasons. For instance, hand-
block printing is done in Jaipur and certain
centres in Uttar Pradesh, Bagh is produced in
Madhya Pradesh, Kalamkari hand block-printing
is done in Andhra Pradesh (as is kalamkari
hand-painting) and ajrakh block-printing is
done in Kutch, Gujarat. Traditional Gujarati style
embroidery, chikankari and metal thread work, are
also done in different centres, while the stitching
of garments is done in Surat, Ahmedabad and
Jaipur for Seasons.
HANDMADE FABRICS
All fabrics sourced for the Bagh collection are
of natural fibres such as; cotton (including kala
cotton), silk, a blend of cotton and silk, and linen.
The fabrics are woven either on handlooms or
powerlooms. Each saree is hand-woven. The
fabrics are sourced from Gujarat, Rajasthan,
Uttar Pradesh, Andhra Pradesh and West
Bengal, and span a variety of textiles ranging
from heavy Benaresi brocades to soft Ikats from
Andhra Pradesh. PRODUCT RANGE
Bagh’s wide range of garments for men and
women has steadily expanded over the years.
The women’s category includes kurtis, tunics,
dresses, kaftans, sarees and blouses, stoles,
dupattas, pants, palazzos, skirts and also lehenga
sets in silk and cotton. The men’s range includes
shirts, kurtis, kurtas and Nehru jackets in cotton
as well as in silk with embroidery for heavier
festive wear. A new collection is added about
every three weeks.
March 2020