It is the labour of love with threads of varyings colours, textures, embellishments, the artisans and their immaculate craft who revive the magic of age-old traditional techniques and craft into modish contemporary designs.

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Umeedi WF-2018

This festive season, we celebrate the courage of women who have persevered against all the odds to achieve monumental successes. We asked ourselves, what makes a women great, perfection or courage? What if we made garments that reflected a woman’s need to be beautiful and deliciously imperfect at the same time?

It is this coming together of classical beauty and a rebellious, vivacious personality that inspires our festive collection, Umeedi. It celebrates women achievers who have made strides in society on their own terms. Carrying an air of strength and courage, the optimistic woman braves all odds to express herself and her honest vision and in doing so, does’nt hide from her broken bits. Instead she pieces them together like a kintsugi artist and lines them in gold, adding fuel to her fire and burning desire. She is at once a classical beauty, a social being and a rebel.