8 Ethnic Labels That Aren’t Your Usual Go-To
”Tis the season to be jolly’ — no, I am not getting my festivals mixed up, but this IS the season where all the festivities begin. And you know what comes along with celebrations? DRESSING UP ALL FANCY. Lehengas, sarees, cholis, palazzos — the Indian wear options us women have are endless in the market. Go full-ethnic with a classic drape or pair your lehenga skirt with a formal shirt to create a fusion (remember Kat in Fitoor), the next couple of months need to be dedicated to ethnic fashion! There was a time when dressing up for any occasion was exciting, however, when the parties take up every consecutive weekend, you simply run out of what to wear.
Shopping for ethnic wear, however, is a trek and a half, and if you’re already tired of your go-to label’s collection, we’ve narrowed down the best lesser-known ethnic labels that you must visit this time around.
1. Matsya World
If OTT is what you want this season, then Matsya World is perfect for you. Ideal for weddings, designer Utkarsh Ahuja fuses art and fashion in order to create something out of a fairytale. With the current collections being centred around ‘The Princess’, Matsya World’s creations will be nothing less than your Bollywood dream come true!
SHOP NOW: Matsya by Utkarsh Ahuja
2. Taika by Poonam Bhagat
A beautiful amalgamation of Indo-Western, Taika essentially means magic in Finnish and has been around since 1991. The use of Chanderi in the lehenga and kurti sets create beautiful silhouettes that aren’t very loud and are tastefully brought together. It’s the perfect choice for a mehendi or sangeet, or even a Diwali party that is on the grander scale.
SHOP NOW: Taika by Poonam Bhagat
One more label to look out for and my personal favourite, Banwarey was started by four friends who were rediscovering Indian artistry through their clothes. With a lot of simplistic looks to its name, this design house focuses on taking a raw approach to crafting their pieces. A contemporary twist to Indian fashion, along with being trendy, Banwarey’s designs are also made for comfort. So if itchy cholis aren’t your thing, this would be the ideal pick for you!
SHOP NOW: Banwarey
4. PRITaM by Pritam Saha
Timeless pieces that are created by Ahmedabadi designer Pritam Saha, the use of delicately designed, hand-printed and embroidered textiles are what makes this label unique. Once again, bringing together art and fashion, he creates motifs that add immense aesthetic value to his pieces. The ideal choice if you’re looking for something that will work for both day and night festivities.
SHOP NOW: PRITaM by Pritam Saha
5. OMANA Design House by Sindhu Reddy
Everything about this label speaks ‘traditional’. From its colours to the use of textiles, they believe that tradition makes what we wear beautiful. With edgy designs, rare colours, and intricate border work, the label has also won Best Design Collection 2013 at NIFT Chennai. Once again, it’s not too over-the-top, but ideal for both a day or a night event.
SHOP NOW: OMANA Design House
6. PAPA DON’T PREACH
Your ultimate festive wear, it has all the elements — heavy work, beautiful pleating, and bright colours. Papa Don’t Preach by Shubhika, is perfect for any sangeet or shaadi. Whether it’s a lehenga or a contemporary saree, Papa Don’t Preach has got you sorted.
SHOP NOW: PAPA DON’T PREACH
7. Tasneem Goenka
Another new-world meets old-India label, Tasneem’s approach to design is to use elements across the eras and create something stunning. The unique colours and raw textures, along with the intricate embroidery used to bring out the detailing in the ensemble, would be apt for your colourful festivities.
SHOP NOW: Tasneem Goenka
8. Farida Gupta
A more sombre take on your ethnic wear this season, Farida Gupta’s collection is one that fits in perfectly for day wear. Not over-the-top at all, the looks she has created are rather simplistic and subtle, and will be a break from the heavy-worked lehengas you’re probably going to be carrying around all month.
SHOP NOW: Farida Gupta