Craftsvilla, the largest online ethnic store and Femina, India’s largest women’s brand, came together for the launch of ‘Anuswara’, Craftsvilla’s in-house brand, that offers contemporary ethnic wear for women. The launch collection draws inspiration from crafts like Kalamkari, Ikat, block printing and Indigo. Anuswara, was unveiled at MISU, St. Marks Road in Bangalore with a spell-binding fashion show offering the select few present, the first look from the collection. The show stopper of the fashion show was the gorgeous Pranitha Subhash.
Anuswara draws inspiration from the multitude of crafts in India and gives them a contemporary look and feel. Consumers can choose from fusion and daily wear apparels in four different collections: Ikat Illustrations, Kalamkari Tales, Summer Hues and Indigo Impressions. The fourth collection, Indigo Impressions will be available from May 2017.
The brand gives an opportunity to the women of today to look unique and stand out from the crowd, whether it is in office or at events through their stunning sense of fashion. Women not only want ethnic wear for key occasions like weddings and festivals, but also for daily wear. Anuswara helps cater to this need of modern Indian women with craft inspired ethnic fashion.
Announcing the launch of Anuswara, Manish Kalra, Chief Business Officer, Craftsvilla said that,“Anuswara is the third private brand from the house of Craftsvilla after Avanya and Jharonkha. Our aim, through Anuswara, is to give our customers unique designs that are great on quality and price. Anuswara will cater to the needs of working women who are experimental without being edgy, and have the love for art and crafts. The new range will enable us to garner higher margins as well as high valuations in the long term.”
On the occasion of Anuswara’s launch, Tanya Chaitanya – Editor and Chief Community Officer, Femina, stated “Femina represents the free-spirited young Indian woman who has an eclectic taste in the space of style. She wears what works for her from the contemporary ethnic genre as easily as she fits into western ensemble. Our association with Craftsvilla celebrates her affinity to her traditional roots even while keeping her wardrobe wearable and trendy.”
Actor Pranitha Subhash walked the ramp as the showstopper clad in a beautiful piece from Anuswara. Unveiling the new brand, Actress Pranitha Subhash said, “Fashion is becoming as much about comfort as it is about style. I enjoy wearing traditional and ethnic clothes that have a twist of contemporary in them. The launch collection offers some great styles that are classy and modern.”
Ikat is an age-old weave known for its beautiful zigzag structures created by interwoven yarns. The collection celebrates the craft with modern and fashionable silhouettes.
This collection is inspired by the traditional Indian art of Kalam kari, and is crafted to appeal to the evolved taste of contemporary Indian women. An ode to the intricate art form, every piece from this collection narrates a story through detailed prints.
A colourful summer collection mainly in solids with a touch of embroidery and prints.
A tribute to the ancient art of indigo dyeing, this eclectic collection offers fashion apparel for the modern woman. With a focus on Dabu, Bagru and Ajrakh prints, the collection offers tunics, kurtis and tops for women that are as versatile as the colour itself.
Founded in 2011 by Manoj and Monica Gupta, Craftsvilla is the largest online ethnic store for sarees, salwar suits, lehengas, kurtis, palazzos, skirts, jewellery, accessories and home decor. The company’s vision is to take people back to their roots by re-introducing, repackaging & contemporising their ethnic legacy. Craftsvilla is funded by globally renowned venture capital funds including Sequoia Capital, Nexus Venture Partners, Lightspeed Venture Partners, Global Founders Capital and Apoletto. For more information, please visit www.craftsvilla.com
FEMINA was first published in July 1959 and for over 56 years now, Femina, India’s first and largest read women’s English magazine has long been the definitive life and lifestyle guide for progressive woman. It is owned by Worldwide Media, a wholly owned subsidiary of the Times Group. Femina, published fortnightly, features articles on women achievers, relationships, beauty and fashion, travel, cuisine and health and fitness. In recent years, it has extended its reach by launching its language editions – Femina Hindi, Femina Tamil and Femina Bangla. It also publishes Femina Salon and Spa, a magazine targeted at beauty professionals across the country.
Picture Courtesy – Harsha Praveen