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Showcasing Parsi embroidery and desert landscapes, designer Purvi Doshi’s new line celebrates heritage and handlooms

Purvi Doshi

Purvi Doshi

SOUGHT-AFTER designer Purvi Doshi has dressed up the likes of Sonam Kapoor, Radhika Apte, and Rakul Preet Singh, closer home. Hence it is no surprise that her creations have created quite a buzz amongst trend seekers and the fashionable collective in the city, ever since her label found space in multi-designer stores for a few months now. Featuring layered garments, natural tones and flowy silhouettes, this Ahmedabad-based sartorialist’s collection, Rhythms of Desert, is apt for those who love clothes with a bohemian touch.

Slow and steady
“The idea is to update the collections as the seasons keep changing,” says Doshi. The designer’s latest addition keeps in mind the approaching Spring, and is available at Jubilee Hills-based multi-designer store Anonym and also on Aza Fashion’s Online Store. The self-taught couturier says, “I subscribe to the notion of slow fashion where cotton is dyed in natural pigments obtained from fruits and flowers. This process of design with natural fabrics is time-consuming and involves more manpower, but it is cruelty-free and sustainable. We want to ensure that we cut out the bad elements of fast fashion. Even though silk is easier to dye, we use cotton to keep it eco-friendly. The idea is to keep it as close to nature as possible.”

Desert palette
Keeping in mind the ethos of ‘Make in India’, the clothes in this collection are spun in khadi as well. Expect an eclectic range of skirts paired with crop tops, poncho, voluminous dresses, palazzos and saris as well, in colour palettes like burnt orange, browns, rusted reds and whites. This designer from Gujarat believes in looking closer to home for sartorial inspiration. Hence her work is inspired by the desert landscape of Rann of Kutch, the gypsies, as well as, incorporates elements from folk arts of that region as well. “The clothes have intricate Parsi embroidery with flower motifs inspired by tribal and geometric patterns,” says Doshi, who has effectively used intricate borders with Gujarati mirror-work as surface embellishments. The line surely features ethnic wear but they are designed as per modern sensibilities. Not only has the designer and her team of artisans made an attempt to revive traditional heirloom traditions, but also tries to restore livelihoods as well. Doshi suggests “ethnic silver jewellery like jhumkas and baalis, and a pair of subtle nude pumps” as perfect accompaniments to most of her designs.

Price: Rs 8,000 onwards
Details: 23556219,

— Paulami Sen

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