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Keeping it true with blue! Brands pick their favorite shade of blue for your wardrobe this monsoon. As calm as the ocean and soothing to the eye, the colour blue evokes a sense of tranquility to one’s mind. As a fashion choice, the colour remains a universal favourite and what better reason than the monsoons to add a dash of Blue to your wardrobe. Celebrating blue this season are fashion labels Gulabo Jaipur, Kunal Anil Tanna, Ridhi Mehra, Vedika M, Sukriti & Aakriti, Pink City, Flirtatious and fine jewellery brand Amaris. So, if blue is on your mind, then this monsoon season opt for some interesting silhouettes in different shades of blue.   Kunal Anil Tanna Kunal Anil Tanna’s ensemble is a perfect blend of ink blue, royal blue, and electric blue. Strut in style in this mesh print tunic with matching trousers. Complete the look with an over layered open long shirt and sail smoothly through the rainy day gloom. Shade: Ink Blue, Royal Blue and Electric Blue   Keeping it true with blue: “Blue being the brand’s defining colour is seen to be a part of every collection’s colour palette. Blue is not only soothing and calm but can also be impactful to create a lasting impression,” says fashion designer Kunal Tanna, Founder of label Kunal Anil Tanna.   Ridhi Mehra   Enhanced with the classic shade of blue, this delightful floral printed kurta in Chanderi embodies the essence of freshness. The outfit is breathable, lightweight and easy-to-slip-into, thus making it truly ideal for the season. The large floral print against a backdrop of this beautiful blue portrays an air of mystery along with an intense appeal.   Shade: Navy Blue   Keeping it true with blue: “Blue is a versatile colour and design wise it’s an easy colour to work . It complements floral and geometric prints and pairs easily with other colours too,” says fashion designer Ridhi Mehra, founder of label Ridhi Mehra.   Vedika M   A steady mix of cobalt blue and deep blue, label Vedika M’s design features a drop shoulder long dress with a high low fall. The colour combination enhances the silhouette, and the tonality of a lighter and deeper shades adds balance to the entire look.   Shade: Cobalt Blue & Deep Blue   Keeping it true with blue: “It is an inspiring colour that looks great as a solid tone and also as an offsetting colour. Blue adds positivity to the garment and instantly makes it stand out,” says Vedika M Sonthalia, founder of label Vedika M.   Pink City   Tradition meets luxury in this Midnight blue sharara set designed by label Pink City.  The colour plays a perfect background for the intricate embroidery embellished with zardozi and pearl textures.   Shade: Midnight Blue   Keeping it true with blue: “When we talk about royalty and richness, the classic midnight blue comes to mind. The hue transports you to the majestic palaces of Rajasthan. Thus, making it a timeless shade of blue, says fashion designer Sarika Kakrania, founder of Pink City.     Flirtatious Play it cool and sassy in this Egyptian blue monokini designed by label Flirtatious. As a solid colour, the shade of blue stands out in this swimwear making it a fine option for the next pool party. Shade: Egyptian Blue   Keeping it true with blue: “Blue represents the healing nature of water and is a great option for colour therapy. It transports you to the moment by the water where you feel the wind in your face and how magnificent the world is,” says Aakriti Grover, founder of Flirtatious.     Amaris by Prerna Rajpal Channel your inner diva and glam up your festive evening with Amaris’ Once Upon a Dream bracelet. The masterpiece is an eclectic twist and twirl of Sapphire blue mystery set stones combined with a roman structure set in sparkling diamonds. This bracelet is bound to make all heads turn. Shade: Sapphire Blue   Keeping it true with blue: “Blue is a calming tone which symbolizes serenity, stability and reliability. And it aesthetically matches with the AMARIS promise of creating products with highest standards of workmanship and purity,” says Prerna Rajpal, founder of Amaris by Prerna Rajpal.   Sukriti & Aakriti   Enjoy the magic of turquoise in this cotton silk sharara set with embroidered mirror work. A perfect festive wear, the silhouette compliments the colour turquoise and the mirror work adds a dash of drama to the overall look.   Shade: Turquoise   Keeping it true with blue: “Effortlessly combining the uplifting nature of blue and the glorious natural splendor of green, the colour turquoise (“blue-green”) reflects the balance the world creates and is usually linked to growth and new life. For me, turquoise creates an atmosphere of calmness, growth, creativity, purity, and love,” says fashion design duo Sukriti Grover and Aakriti Grover, founder of label Sukriti & Aakriti.

As fashion and beauty cultivates an air of gender neutrality, Eurumme collaborates with the industry’s extraordinary talents to envision inclusivity through sustainable jewellery   While gender bender and sustainable fashion campaigns do the rounds, designers are often caught balancing a double-edged sword – on one end they’re criticized for displaying blandness for industry acceptance, labeling their work as boring and outdated, and on the other hand they’re condemned for alienating a huge audience that strays away from the traditional system of dual genders.   With the rise of gender-fluid fashion and beauty, the industry is looking beyond stereotypical marketing, packaging and even products. Young consumers, specifically millennial are increasingly embracing brands that are gender neutral.   We’re pleased to introduce an assorted range of jewellery by Eurumme that seeks inspiration from environmental consciousness and sustainability and can easily transform to showcase the spirit of gender inclusivity. With a substantial shift from rigidity to acceptance of androgynous fashion in the local market, Eishita Puri, Creative Director, Eurumme, innovates androgynous jewellery by tweaking the trend and launching gender inclusive jewellery.   Breaking all social norms, the designers takes a giant leap, as she initiates gold-plated, sustainable jewellery that can be adorned with panache by all genders alike!   Handcrafted by fellow artisans and made using locally sourced materials, this assortment of jewels is created keeping in mind – progression in the modern times.   It is with great pride that we announce Eurumme’s collaboration with various renowned names of the fashion industry. Each of these personalities has their own unique take on the rise of gender fluidity and inclusion and has conveyed their manifestation by donning jewellery from the brand’s revived collections.   These popular artists namely, “Non-conforming, valid, liberation & personal choice of one’s life.” :  Eshwar Log (make-up & hair artist)   “Gender Fluidity has been a long time coming and I’m glad it’s been given the importance it deserves. People should be able to make their own fashion choices, there can’t be a limit to this. Being inclusive is imperative and gives people the freedom to express themselves better. Infact Androgynous styling is one of my favourites.”   : Shreeja Rajgopal (celebrity stylist)     “Gender fluidity is something that we grow up with in the Indian culture and if you look at Hindu mythology in particular you see so many examples- while the Pandavas were in exile,  Arjun dressed up as a woman to hide his identity and played the part of a woman for a very long time; Hindu mythology also teaches us about Shiv and Shakti —they’re one energy and one identity. On the streets we come across eunuchs or kinnars on the daily known to possess other worldly powers. To me gender fluidity is not just an expression or a subject of inclusivity; it’s a lifestyle that we all are part of. One day we feel more masculine and the next day more feminine. We just have to embrace the best of both and put it to good use.” : Mohit Rai (Creative Director & fashion consultant: Grain Consultancy)     “A large part of my wardrobe is androgynous, like this poncho that I am wearing – a modern derivation of a unisex staple that is regarded as traditional clothing in many regions worldwide. Similarly, jewellery has been worn by women and men across cultures and tribes, and today, it is a form of personal expression that should not be limited by gender. These beautiful upcycled earrings from Eurumme, which were once a piece of discarded cardboard packaging, show that the possibilities are endless once we think outside the box of convention.” : Sohiny Das (Creative Director & fashion consultant: Grain Consultancy)     “Only you know who you are born to be and you need to be free as a person and accepting of your own self. Gender isn’t something that should stop you from working towards your goals, love, and acceptance. Gender doesn’t define love, talent, or intelligence.” : Pranay Jaitly & Shounak Amonkar (Creative Directors & fashion consultants: Who Wore What When)   “There’s no such thing as too masculine or too feminine for me when it comes to style and fashion at least. I wear women’s clothing all the time and can rock a tuxedo at the same time. Blurred lines actually work best in some cases.” : Tejeshwar Sandhoo (fashion & lifestyle blogger and influencer),   I have gone above and beyond to style Eurumme jewellery as a reflection of their personal beliefs regarding gender inclusivity. Their undaunted confidence is worthy of applause as they do not shy away from the conventions of society, instead believe in voicing their opinions with candid creativity.   History has witnessed that the fashion industry has been constantly accused of ignoring and devaluing the marginalised. Off late, we’ve seen tremendous developments, especially those related to gender fluidity, for example, cheering androgynous and transgender models, promoting gender neutral fashion weeks, campaigns and concepts, etc.   Through this initiative, Eurumme hopes to make a similar breakthrough!