January 2020 Edition Apparel January 2020 issue | Página 65

BRAND PROFILE
that they like. On top of that, it involves going to
traditional markets, which, let’s face it, can be
tough. Other than this, youthful, online brands
also have designs and fabrics that are rethought
for modern women. Such platforms cater to the
evolving needs of women and are selling saris
that can be worn at work, dinners, and other
casual events. “OUR PORTRAYAL
OF WOMEN IS REAL
AND RAW.”
WHAT ARE SOME FASHION TRENDS
THAT YOU SEE IN 2020?
In the ethnic space, I see quite the opposite
of what one might call trends. I see a revival of
interest in traditional and vintage motifs. Most
of our customers still opt for the most well-
established and time-honoured palette and
designs. in the most straightforward way. We purposely
stay away from exaggeration. We choose designs
that are beautiful in their subtlety and represent
our saris in a way that most Indian women can
relate to. Our portrayal of women is real and raw,
which is how we think it should be.
TELL US ABOUT THE USP OF YOUR
PLATFORM AND HOW IT IS DIFFERENT
FROM OTHERS.
Our platform focuses on simplicity and honesty.
We try to declutter every possible aspect of our
platform and present to our customers the facts
WHAT ARE YOUR FUTURE PLANS?
In the future, we plan to work more closely with
our weavers and understand their rich history
and culture and pass on this knowledge to our
customers in terms of designs. We also plan to
focus more on wedding and occasion wear and
perhaps add a few more categories adjacent
to saris.
APPAREL
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January 2020
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63