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Celebrated couturier Abhinav Mishra launches his much awaited Bridal Couture collection titled Love Stories. The new campaign is a tale of 3 cities set across three scenarios, where the designer envisions pure and unconditional love beyond boundaries. He revisits history, culture and blends old world love with the new, when love has progressed beyond communal boundaries. Abhinav Mishra imagines elements of a bygone era where love transcends beyond the closed doors of society. Love Stories by Abhinav Mishra was inspired by these figments of his imagination across various eras and cultures and is his message that love is the real religion and a connection between two souls is God. The theme of the campaign is a perfect amalgamation of a dream world, coming together to create another worldly exquisite moment in time. It is a world that every individual experiences differently and a tapestry that showcases lifelong dreams. The Bridal Couture collection unfolds in three layers, a dreamy collection that blends together a fictional tale of 3 cities. The couturier’s vision redefines the rules of love in a utopian society where love is the religion. The sub collections cover different cultures and are known as Seerat, Roshanara and Banarasiya. The 3 sub campaigns cover different cultures and the way they celebrate love The new collection features a stunning and wide colour palette across lehengas, anarkalis and shararas strewn with Abhinav’s classic mirror work. The 3 sub collections showcase colours across mustard yellow, rani pink, powder blue, ivory as well deep tones of maroon, red, emerald green, sapphire blue and more. Abhinav Mishra’s mission is to create clothes for young globally inclined Indian women, women who are in tune with the international sensibilities of fashion and style while being honest to their own ethnic aesthetic. Speaking about his new collection Abhinav Mishra said, “I’m delighted to showcase my newest labour that took me 4 months to create. I visualized a perfect world where love unites all and weddings are a time when everyone comes together in the purest form. The new collection goes beyond pastel shades into deeper jewel tones and warmer colours for the season. We’ve incorporated our signature mirror-work but with a stronger focus on craftsmanship, we have added Gota Patti work as well as Marori work on the silhouettes for this special collection. There is something for everyone and the outfits cover not just the wedding but also special functions before and after.” Love Stories by Abhinav Mishra is now available at Abhinav Mishra’s flagship store in New Delhi. The collection will soon be launched across multi designers store worldwide. More info on Abhinav Mishra: Website: AbhinavMishraOfficial.com  Instagram: @abhinavmishra  Store: Leela, 116-A, Ground Floor, Shahpur Jat, Siri Fort, New Delhi, Delhi 110049

Label Vanshika Gupta, a Delhi based start-up designer brand is designing the hand knitted cotton mask with the help of craftsman from “Run Of Kutch”. Each mask is hand knitted in different colours and pattern. The art is such that each mask takes at least 2-3 days to get completed. These masks are sustaining craft and preserving them, artisan has been working from home at this time.   The promising designer Vanshika  is working to revive the old craft of Kutch called ‘SUF’ and also supporting the craftsman in their livelihood in this period of pandemic. The Label_Vanshika are making eco-friendly and sustainable masks and making it a new fashion statement.   Here’s the excerpt from an interview- Tell us more about SUF embroidery? ‘Suf’ embroidery is a form of counted thread embroidery practiced nowadays in the Kutch region of Gujarat, western India, and beyond. It is characterized by a type of economy stitch worked from the back. The patterns are generally based on a triangle or ‘suf’, and are geometric, symmetrical and very detailed. The coveted motifs of Suf embroidery aren’t ordinarily drawn onto the base fabric; instead, they are developed around a progression of triangles and diamonds. Frequently, little bits of glass or mirror (shisha) are incorporated into the patterns. What do you think about fashion forecast in COVID era? I think it’s going to be again about slow fashion and more about sustainability. The resources and nature will be in thought during this era. How local Indian fashion will evolve in the time of COVID? I presume that every designer should approach sustainability in some way or the other. Any new design innovation you have done keeping COVID period in mind? – We didn’t innovate keeping this pandemic in mind, we were in the process of making our summer collection which has loose and comfortable silhouettes and made entirely out of pure cotton in a reasonable range. But in the middle of this pandemic, we went sustainable with the waste from that collection to make Cotton masks for our consumers. Take on sustainable #vocal for local fashion will it rule the world in the years to come? I think the pandemic will be kept in mind of the consumer before shopping, the consumer will be more into crafts and textiles, there are young and old designers who have crafts as their USPs also there are young designers who practice new techniques and forms for our society.  

In a nationwide address Hon’ble PM Modi threw light on the relevance of locally produced products in emerging out of the Covid hit economy. It is incumbent upon all of us to not only help local producers get past this economic crisis but also to uplift them with the right support to anchor us towards a strong and resilient economy. According to the last census, it was predicted that India of 2020 will have 34.33% share of youth in total population and that makes odds in our favor. A country with the size of population and talent has a huge untapped potential for reshaping the economy post-COVID-19. Says Gautam Gupta, “We are sitting on a goldmine of young manpower which can not only make us self sufficient but also launch us into a sustainable growth phase with the right kind of infrastructure, policies, support systems, incubation, training and direction.   We are witnessing a crucial point in history where many flawed systems are being uncovered as the world sits under this giant lockdown and one of them is the underutilization of our craft capacity. We have got once in a lifetime opportunity to bring to the center stage what is our identity. This is the time to rebrand and promote handmade crafts locally and globally. And as they say, ‘every global brand was once local’, hopefully, we will put our homegrown brands on the map down the line.”   As he adds the further, “At Asha Gautam, we have believed in this potential from the beginning of our days. Asha Gupta’s love for refurbishing and playing with textiles was the starting point of our label. She mixed different textiles and created eclectic designs from what was available. Her love for Indian crafts has only grown over the years and has found expression in all the designs from her design house.” Gautam took the brand to the next level by delving deeper into the traditional crafts and textiles. The mother-son duo traveled to a dozen of clusters in the pursuit of authentic crafts. They worked with artisans and weavers at the grass-root level to bring to their audience, pieces that resonate with the clients of the 21st century while being rooted in heritage crafts.   ”There is a gap between what consumers need today and what artisans make and a lot of research and creativity is required to bridge the gap. Indian handmade textiles are not as drape friendly as many imported fabrics and that is one of the biggest reasons behind their low demand. Thanks to the design innovation by textile designers in the industry we see more versatile indigenous fabrics” says Asha Gupta   “I think our local crafts are much understated in global fashion despite being our biggest assets. We have been hearing so much about eco-friendly, sustainable and handmade fashion lately but all these characteristics have been innate to our brand since the conception and we have been committed to these models for over 22 years of our existence now. These practices are synonymous with our culture and evolution here in India. Unfortunately, the traditional Indian apparel and textile industry as a whole got eclipsed for a few years after globalization but it is reemerging. It comes as an encouragement now that everyone is thinking of using these old models with a hint of newness when we have been sticking to them all this while at Asha Gautam. We are also thinking of new ways to use our expertise for the benefit of clients, environment and community “says Gautam Gupta. BNB

Anuj is a firm believer that patriotism is separate from capitalism, as only robust industry is what will make the nation surge ahead and gain fiscal prominence. Indian brands need to position themselves to create traction in world markets via smart branding techniques.   Anuj Khanna is the quintessential businessman with varied interests. He is an industrialist with extensive interest in the textiles industry. To add to the challenge his keen mind craves, he is also an author, mentor and trainer to multiple businesses. He has helped hundreds of global enterprises to scale up to 3000% times with his tireless guidance.   The cornerstone mantra of the Indian textile market according to Anuj should be the use of cotton made fabrics. The next decade and more will see the dominance of natural fabrics like linen, cotton, flax and bamboo, and that is what will make the industry sustainable.   Mr. Khanna is quite the technology whiz and acknowledges the drastic changes that the recent Covid 19 pandemic has wreaked on the way marketing is handled in the industry. The days of mega trade fairs have been replaced with virtual shows. The normalcy in consumption patterns is still suspect, but green shoots are showing.   There needs to be a consistent focus on not only production, but also branding, sales and marketing. AtmaNirbharta will bloom only when production and consumption go hand in hand. The mindset of the Indian consumer needs to shift as the purchasing power is enhanced as the world adjusts to a new normal.   Anuj is a firm believer that patriotism is separate from capitalism, as only robust industry is what will make the nation surge ahead and gain fiscal prominence. Indian brands need to position themselves to create traction in world markets via smart branding techniques. The clarion call of Vocal for Local can be sustainable only when our brands fill a gap in global fashion.   Anuj perceived a huge gap in the market when he tried to source a book on textile manufacturing. That propelled him into filling the gap by writing the book that provided a solution to knowledge seekers. The book has been a percolation of decades of industry experience and contains 37 key insights that afford a practical approach and a contrarian perspective at the same time.   The major takeaways from the book is that time and money are of essence from the development stage to an actual product. This stands true from both the buyer and seller narrative. The book stresses on harnessing the right partner, and many more pain points of the industry. You have to read it to know it! BNB

India may be modernizing, and a global revolution may be gripping the country, but as people, Indians are still traditionalists at heart, preferring to don ethnic wear on occasions, festivals and weddings- Amitoj Singh Chug & Simran Chug   The growth in the Indian ethnic wear market has been subtle, yet steady. Changing lifestyles, rapid urbanisation and increasing fashion awareness have all led to an incremental growth of the ethnic wear segment over the past few years, with designers reporting a significant rise in demand for ethnic clothing for both men and women.   According to Amitoj Singh Chug, director of Amrit Sarup, M/s Atex Textile Pvt Ltd, “The evolution of the women’s ethnic wear category can be attributed to many growth drivers, the most prominent among them being the rising female population in India and the increase in the female workforce. These factors have translated into a huge opportunity for players in the industry to tap the increasing demand for women’s ethnic wear.   According to Amitoj, ethnic wear is the single biggest category in women’s wear segment with a share of large percent. The huge demand in ethnic wear is not only attributed to festivals but also to the rising trend of pairing traditional pieces with western wear – bringing the Indo-Western trend to both casual and formal wear. Women’s fashion in India has come a long way and in the recent times ethnic fashion has become one of the biggest drivers consist of local tailors to small boutique stores that cater to the ethnic wear industry and has demonstrated steady growth over the past years and is set to grow further over the next decade.”   As he adds further, “We are in the industry since 1950 dealing into unstitched dress material, casual, semi-formal suits. Our unstitched suits & dress material have massive demand in India and abroad. Young girls and women, who are more open to experimenting and like to wear western clothes, they also consider ethnic wear in their special occasion.   “Indians residing in UK, USA, Thailand, Dubai, Bangladesh & Canada love to wear Indian ethnic designs. People often come to our store to order in bulk. Breezy fabric, non -ironing dress materials with traditional prints & embroideries are making inroads in everyday fashion. These combinations make the ladies standout be it at the workplace or at social outings,” says Amitoj.   “Ethnic wear is not just limited to traditional occasions and festive seasons anymore. People are sporting these looks at the airport, for meetings and in parties,” says Simran Chug,   Co-Director, Amrit Sarup. As she adds further however with the modernisation of consumer lifestyles and changing preferences, women’s ethnic wear like the salwar kameez have transformed from their truly ethnic form to a more evolved avatar with different cuts and drapes. The salwars have transformed to pants, palazzos and skirts whereas kurtis have transformed to long floor length dresses, anarkalis and asymmetric flare kurtis. Today, fusion wear serves as a comfortable yet a stylish option for daily office wear, casual outing and even evening wear”. BNB