Online label Jodi redefines quirky Indian prints
Just a week into their launch and Jodi is changing the way we look at Indian-inspired prints and apparel. Moving past rickshaws, cows and monuments, Karuna Laungani and Gauri Verma, former fashion editor and stylist at Elle magazine respectively, use local craftsmanship, natural fibres and original block prints in innovative ways.
Named Jodi to signify the team up of the two freelance costume stylists, (both of them also have twin siblings), the duo introduces a range of western pret wear inspired by global high-street trends. “We wanted to move away from cliched ‘quirky Indian’ products and create a trendy, cool line that could work from Paris to Milan,” says Laungani who hopes to bridge the gap for affordable, unique, high-street Indian apparel with Jodi.Playing blocks
Using pure cotton and natural fabrics, all their clothes are hand-blocked with prints designed exclusively by them and made to order in Vishakapatnam. From denim to mixed jersey, the spunky women’s line features pencil skirts, crop tops, bomber jackets, pleated skirts and more. Their signature styles however are the maxi kurtas and t-shirt dress. “They are very versatile and comfortable,” says Laungani of the asymmetrical maxi that can be worn as a kurta or a dress, and the cotton dress that comes with a ribbed collar (like that of a tee).
With vibrant pops of colour and bright contrasts, their original prints are inspired by “nature and animals with a quirky twist”. Think raining clouds, fish of various shapes and sizes, pineapples juxtaposed with geometric backgrounds, and elephants with graphic overlays.
Their men’s line of shirts will be launched by the end of August while iPhone covers and home accessories are in the pipeline and scheduled for the end of the year.Rs. 999 upwards. Available at indiacircus.com