Lethal Ethel Report

A tale of textile

Indian elements to a sensibility very global in appeal. Nostalgic, elemental, and comfort with a sense of bohemia hits all your raw nerves in a wear, repeat, wear mode. Meet the story tellers of Vraj:bhoomi who have launched a limited edition collection of cotton sarees in Ajrakh

In the summer of 2009, Bhoomi Dani graduated from the National Institute of Fashion Technology (NIFT) where she specialized in Textile design. Priyam Shah, academically an aviator, and a passionate art-admirer, decided to skip the skies and land ground to try out his business acumen and leadership instincts. A match of sorts made in heaven, giving birth to Vraj:bhoomi. I met them on a balmy winter evening at a pop-shop event in Mumbai. The attraction – to the brand – was instant.

When design and commerce come together, the partnership most definitely is a sustainable balance of craft, style, and traditional bonding with contemporary, leading to a collection that truly makes your pulse miss a beat. We got talking. Two young, innovative brands trying to find a common match-maker. Together, as Vraj:bhoomi, they encourage a conversation around sustainable and eco-friendly fashion, lending a chic twist to a trend of their own. Harmonising the art of craft to nature, colour and technique, their collections simply setting a standard that reflects their own approach to traditional crafts and how they interpret to suit their audience base. I think it’s very smart.

“We are always open to the magic of discovery and unplanned pleasures. We enjoy the little things, the unexpected pops of fun and quaintness that give our days life. Our journey is fluid and open-ended: of pure wanderlust, of innovation, of freedom,” they say. Their recent original collection weaved beautifully around the story of a craft speaking for itself. is Ajrakh.

“Traditionally, Ajrak is the name of a block printed cloth with deep crimson red and indigo blue background, bearing symmetrical patterns with scattered unprinted sparkling white motifs. An example of true craftsmanship where maker and materials form a close unity,” they elaborate. The union is simply fascinating, at once ancient, rustic, raw and head turning. Better still, with all the right price points!! So, of course, `Must Must Buy.’ Go!!

Ethel da Costa
Fashion & Lifestyle Journalist, Founder-CEO, Think Geek Media

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