This collection is a bridge between the classic and the contemporary, dispelling the notion that handloom is confined to the past.
Prathaa
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Prathaa, led by the visionary Sukanya Bhataacharya, is making a significant statement in the world of fashion with their latest collection, "Ehsaas- Apne ko Apnao." Rooted in the ideals of celebrating togetherness and elegance, this festive collection is more than just clothing—it's a tribute to tradition and a celebration of shared moments.
The collection's title, "Ehsaas- Apne ko Apnao," translates to "Embrace Yourself," a sentiment that encapsulates the brand's ethos. Sukanya, the driving force behind Prathaa, explains, "Through Ehsaas, we aim to offer not just stylish festive wear, but also an embodiment of feeling connected and comfortable in one's own skin. Handloom cotton, with its timeless allure, serves as our canvas for bringing this vision to life."
This collection is a bridge between the classic and the contemporary, dispelling the notion that handloom is confined to the past. Sukanya explains, "Ehsaas" captures the emotions of joy, togetherness, and comfort, reminding us that each celebration is an opportunity to unite with loved ones. "Our intention is to create not just beautiful garments, but also an experience that resonates with the essence of making memories together," she adds.
Beyond the aesthetics, the collection is a call to action—a call to revive the dwindling art of handloom and nurture and uplift the weaver and artisan community. Sukanya’s commitment to this cause shines through: "'Apne ko Apnao' reflects our deep connection with our extended team of loom artists, reminding us that our festivals should uplift not only us but also those who make our celebrations possible."
The collection's essence is brought to life through key design elements. Drawing inspiration from the vibrancy of festivities, the color palette is a kaleidoscope of jewel tones and radiant metallics. Shimmering embellishments and dynamic textures add a touch of celebration, while practicality takes center stage with designs that seamlessly blend style and comfort. Sukanya notes, "Our focus is on ensuring wearers can fully engage in the festivities while exuding style and comfort."
A testament to unity, the collection extends to coordinating styles for family members and matching accessories. This approach enhances the shared celebratory experience, highlighting that festivals are about collective moments. The fabric of choice is handwoven mul cotton, which is environmentally friendly. Clean lines, minimal decorations, and effortlessly attractive forms reflect Sukanya's idea of beauty without excess.
In Sukanya's own words, "Every thread in our collection weaves a story, not only of style but of shared emotions and connections." In a world where fashion often skims the surface, Prathaa's "Ehsaas- Apne ko Apnao" collection stands as a reminder that true beauty emanates from the heart. It tells a tale of tradition, unity, and celebration.
The "Ehsaas- Apne ko Apnao" collection is a testament to the brand's commitment to blending tradition with modernity, crafting clothing that is as meaningful as it is stylish. Sukanya's parting words encapsulate the collection's essence: "In every stitch, we find a connection—not just to the past and present, but to the people who create these fabrics and those who wear them."
In a world where fashion can be fleeting, Prathaa's "Ehsaas- Apne ko Apnao" collection is a beacon of timeless elegance, reminding us of the beauty of tradition, the power of unity, and the importance of embracing oneself and others during moments of celebration.
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