Aadyam Handwoven held a collection showcase and styling session in Mumbai on August 10. The interactive event took place at the metro’s Palladium Mall and was designed to give the city’s shoppers their first glance at its monsoon collection.
“‘Malhaar’ is a sublime showcase of our new season collection, where each fabric weaves a tale of artistry and craftsmanship,”announced the brand on Facebook. “Embrace the rhythm of the rain and immerse yourself in the beauty of handcrafted masterpieces.”
The event co-hosted by Palladium Mall’s fashion editor and creative director Vinita Makhija and featured a range of sarees in rich tones with subtle iridescent details. The event featured music to create a convivial atmosphere as well as interactive elements for guests.
The brand recently opened its first store in Hyderabad at the Crafts Council of Telangana’s CCT Spaces in Banjara Hills. The store houses Aadyam Handwoven’s wide range of handloom sarees and is designed to enthuse all generations to keep Indian crafts heritage alive.
Aadyam Handwoven is a corporate social initiative of textiles giant the Aditya Birla Group. The business works together with handloom weaving clusters with the aim of creating a self-sustaining and supportive ecosystem for Indian artisans with sustainable employment opportunities.
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