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Shrujan’s New Collection Is For Fashionistas Who LOVE Traditional Wear

Shrujan’s New Collection Is For Fashionistas Who LOVE Traditional Wear

Creativity is the one aspect we seek for when it comes to designs. ‘Shrujan’, meaning creativity in Sanskrit, was founded by the late Chanda Shroff as a non-profit organisation in the 70s. The brand, that has empowered over 4000 women from the twelve indigenous communities of Kutch, is now synonymous with traditional and exquisite craft. After being part of Lakme Fashion Week’s Summer/Resort 2017 collection with other designers showcasing in the Artisans Of Kutch segment, Shrujan’s designer Sudha Patel has now come up with their latest collection at their Mumbai store. We checked out their garments that were exquisitely hand-embroidered from Kutch at their store and were of the opinion that these revealed both beauty and art in its raw form.

On interacting with Ami Shroff, daughter of Chanda and now-Director of Shrujan, she told us about the diversity of the hand embroidered art. This brand has been able to identify over 50 distinct embroidery styles from across communities. The collection exhibited bridal saris, backless blouses, angrakhas, jackets and tops with intricate embroideries such as soof, rabari, gotaav, katari, and more. The USP of this collection was how these traditional crafts were incorporated in modern silhouettes. We loved the long regal jackets, aptly named the Maharani jackets. Thought this collection was just for women? Some of the pieces for men, that we really liked, were the kurtas in tussar with embroidery around the neck. Apart from the garments, they also had embroidered wall hangings, bags and home furnishing products created in vibrant colours.

We asked Ami on how one could wear these garments in an Indo-Western style and she replied, “A kanchli is conventionally a sari blouse, but it works great with a pair of distressed jeans or a pair of black high-waisted pants, or even a short denim skirt.” WODROB also asked her to share a style tip for our readers, “Since India has a fantastic culture of handicrafts, mix these with whatever you wear. You’re always going to stand out and look different because every handcrafted piece is unique.”

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