Apparel November 2019 Apparel November 2019 issue | Seite 84

BRAND PROFILE
THE PIECES AT BORN
BRING TOGETHER
PARISIAN AESTHETICS
AND INDIAN
CRAFTSMANSHIP.
have been thought to be playable and easy to
wear. Fits and materials are key to comfort.” The
collections have plenty of casual and easy-fit
styles, all in soft, natural fabrics. The label also
boasts a completely organic cotton knit range
that promises both comfort and style.
The clothes are designed with high-quality
fabrics (including silks and linen blends) and
organic cotton fabrics (voiles, corduroy, and
chambray) and a range of knits and weaves such
as Swiss dobby jacquard and light twill to ensure
that the child’s skin does not contact any rough
material. The embroidery
ery is worked
only in cotton thread. The garments
and embroideries are designed
by Elodie; she works closely with
artisans for the sampling
ng of
colours and techniques
es of
the same.
Designing garments s in
organic fabrics is important
ortant
to Elodie on many fronts.
nts.
“When I started making
ng
clothes in organic
cotton back in 2005,
82
I APPAREL I
November 2019
it was just the beginning of the awareness that
the industry today sees as a trend. However,
we cannot call it a trend anymore as global
environmental wrongs are becoming a growing
concern. Organic fashion is not a trend. It is
the future. All over the world, fashion is moving
towards more sustainable fashion, reducing
waste, being more ethical, and respectful of
the environment. India has always been a
sustainability-focused nation that practised
recycling, consumed less, avoided plastic, used
natural dyes, and handmade arts and crafts. We
can now see it moving back to its roots,” she
adds. Born is, hence, committed to supporting
sustainable fashion in India and promote its
brilliant arts and crafts.
MERGING FRENCH AESTHETICS WITH
INDIAN CRAFTSMANSHIP
The pieces at Born bring together Parisian
aesthetics and Indian craftsmanship. Elodie says
that she is extremely fixated on details, neatness,
and fits. “We design our own prints. The clothes
have couture finishing containing French seams
or blanket stitches, or are altogether seamless.
They have refined details such as fine buttons
and
the handworked
an
d thin piping. Further, th
embroideries
em
mbroideries derived from traditional Indian
techniques give our clothes an added
dimension,” sh
she says.
“My choice
choices of muted pastel
organic and natural soft
colours, org
fabrics, m
my drive for details,
refinement,
refineme and precision in
the exec
execution of garments lend
the Born s silhouettes a classic
twist. To that, I add my
French twist
design sensibility, which
personal de
is my unders
understanding of Indian arts