House of Ara — A Label That Reimagines Traditional Indian Techniques with Contemporary Touch
New Delhi, Sep 9 (BVI) The House of Ara, a young Indian label in the fashion world, is expressing its commitment to reimagining traditional Indian print techniques with a contemporary touch.
Each collection of the House of Ara spotlights a single Indian print technique—Ajrakh, Kantha, and Leheria, according to the company statement.
“Strengthening the relationship between creative vision and business innovationpropels the fashion ecosystem forward,” it said.
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“The brand is established from the lens of sustainability. Every fabric used is organically grown and eco- friendly colours as used for fabric dyes,” the company said.
Along with carrying a stylish, western approach to their designs, the Indian Fabrics and prints also support rural artisan from different parts of the country.
The charming simplicity and robustness of Indian artistic tradition are for them, as they say, “dyed in the wool”.
The label’s earliest and most important innovation was to take a concept that was percolating in luxury circles and make it accessible to a broader group of people, the company said. (BVI)
