Textile-driven womenswear brand Anavila has stepped into couture and launched its first couture bridal collection named ‘Aamod’. The collection takes its inspiration from 17th century Rajasthan and the wisdom of the Vedas and is designed to offer “calm beauty”.
“A melange of lehengas, saris and kaftans– Aamod is nothing short of an extraordinary journey of love for the warp and weft of the loom,”announced the brand in a press release. “Onto her weaves of diaphanous khadi silks and linen zari, are prints of Bundi miniature paintings, exquisite embroidery, appliqué motifs, lehariya– all deeply rooted in the romantic prose and poetry of 17th-century Rajasthan.”
Launched in time for the autumn wedding season, the collection is designed as a, “return to authenticity and quiet luxury,” according to the label. Aamod positions marriage as one of life’s divine blessings and explores the inner feelings this brings up through traditional craft techniques.
“Nature is my teacher of simplicity,” said designer and brand founder Anavila Mishra in a press release. “Nature cooperates and is constantly in the flow. Extravagance in nature has a purpose, like a flower whose wild colours must attract the bees towards her nectar. However, we humans often mistake complexity and extravagance for luxury.”
Anavila Mishra launched her eponymous brand in 2011 and it swiftly became known for its linen saree which has become a brand signature. Anavila retails from its direct to customer e-commerce store, Mumbai flagship store, and through multi-brand retailers including Aza and Ogaan.
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