May 12: Designer Ayush Kejriwal and womenswear brand Label Varsha have joined hands for another time to launch a collaborative traditional wear collection for the spring/summer season. The new womenswear line launched by Label Varsha and Ayush Kejriwal features rich rues, floral motifs and flourishes of opulent embellishments.
This collection consists of Label Varsha’s signature usage of traditional Kalamkari block prints from South India along with antique zari woven odhni in tussar georgette.
The two brands had previously collaborated during last autumn for women’s ready-to-wear collection. “The new offering has launched on Label Varsha’s e-commerce store with four ensembles priced from Rs 6,499 ($88.51).”
“The idea was to include various traditional elements and weave them all together to create a look that is reflective of the rich and diverse traditions of India,” said Label Varsha’s founder, Yashraj Bhaiya, in a press release.
“The collection features looks that are subtle and yet eye-catching, owing to the elaborate motifs and detailing.”
Designer Ayush Kejriwal quoted, “I thoroughly enjoyed bringing this collection to life.” Further, he said, “It is organic, earthy and takes inspiration from the fine art of Kalamkari. Collaborating with Varsha gives me the opportunity to reach a bigger audience and it makes my offering more affordable. I look forward to many more opportunities like this and I hope everyone continues to love what we are doing.”
