Features: Magazine | Literary Review | Life | Metro Plus | Open Page | Education Plus | Book Review | Business | SciTech | Friday Review | Cinema Plus | Young World | Property Plus | Quest | Folio |

Heritage clothing A model showcases an outfit

“When we are dealing with too many people, we need a team,” says Ashish at a preview of their collection. Ashish and wife Viral have been in the fashion segment for a while and friend Vikrant joined them couple of years ago.

The trio is an exception not merely in terms of numbers. The Ahmedabad-based designers debuted at the WIFW ramp last season, and signed on the dotted line with a Japanese buyerThe trio under their label Virtues, have decided to give new life to a wilting fabric, mashroo, at the WIFW.

Keeping with the tradition, the designers work with natural dyes and handlooms. “Of the 35 pieces on show, 50 per cent will be handloom and natural dye garments,” says Ashish. “We have focussed on heritage clothing. Mashroo is on the verge of extinction. The fabric is a combination of cotton and silk.”

The designers will showcase their collection in the synthesis category at the WIFW. Vikrant explains though the team works on Indian textiles, the idea is to put ethnic traditions onto the mainstream. “The idea is fusion,” he says pointing towards the funky accessories that will go with the clothes.

Volume and layering dominates the dresses and sherwanis in muted colours of green, indigo, blue, rust and maroon and done in cotton, silk, muslin and others. “The collection has a girly feel. The stress is on fluidity and volume. But the embellishments are on the lighter side,” adds Ashish. The silhouettes are given a structure with intricate pleating and pin-tucking.

“There is a lot of awareness about organic and natural dye clothes in Japan and Europe,” says Ashish.

Printer friendly page  
Send this article to Friends by E-Mail