The label focuses on being multi-cultural & using varying techniques and materials, not limited to a particular style to cater to a large audience of new age consumers. The core comprises of an integration of design as a celebration - an eclectic mix of simple textiles and materials with detailed surface treatments or vice versa which fit in harmony despite their contrasting natures. In its essence it is a re-interpretation of materials and their function at every step depending on the need, always re-using and recycling, creating heirlooms that are passed down through generations.
The brand aims to help increase fair trade and benefit artisans at the grass root level for their revival and longevity. It stands as a means of promotion of an entire body of craft, from a bead maker to a leather worker, a dyer and a weaver.
The designs combine a fusion of two extremes, making the products experimental and unconventional, while being hinged on modern functionality, beneficial to all the stake holders – the customer, the producers and all in between.
Displayed here: The collection - Yatra by Karishma Shahani (SS11/Graduate Collection)
India: The land of dreams and romance, of fabulous wealth and stark scarcity, of splendour and rags, of palaces and hovels, of famine and pestilence, of genie and giants, tigers and elephants, the city, the jungle, of a thousand religions and two million gods, the epitome of legends and traditions.
The collection draws inspiration and elements from the multiple layers of indias vibrant culture that continuously creates colourful, vivid and eclectic experiences for the onlooker. The colours are picked from traditional painting of Indian Gods, and recreated through natural methods of dyeing. In its essence this collection is a reflection of the Indian lifestyle of re-interpretation of materials and their function at every step, always re-using and recycling, creating heirlooms that are passed down through generations.
Each garment is made with beauty, simplicity and versatility its core which lends it a multi layered and personality driven charm. The designs combine a fusion of two extremes, making the collection experimental and unconventional, while being hinged on modern functionality. This collection gives us a peek in the incredible 'Atulya' Indian Experience.
- 'Best Surface Textiles 2010' LCF BA Graduate Show
- Joint Winner 'Nina De York Illustration Award' 2010
- 'Fashion Graduate of the Year 2010' British Graduate 100 Award
'Ethical Just got Fabulous 2010' UK
'Design Means Business 2010' Textile Institute, UK (Westminister)
'Junction 2010' London Design Festival, UK
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