Anavila continues craft initiatives under lockdown to engage customers
Womenswear brand Anavila has continued its interactive craft efforts online, as its flagship shop and business remain shut under lockdown.
With the hashtag ‘my small goal for the day’, Anavila is sharing craft ideas and encouraging its customers to band together to remain positive under lockdown. The ethnic wear brand has shared tips for sewing garments for its signature ‘Busa’ doll and encouraged its Facebook followers to get involved to maintain a link with them as business remains closed.
Before the lockdown, Anavila participated in design initiative ‘Asian Paints India Design ID 2020’. As part of the event, Anavila held a doll customisation workshop with a group of artists who sewed clothing for their Busa dolls before exchanging the dolls with one another.
The brand has held a number of interactive events centred around crafts and its Busa doll. On December 14, 2019, Anavila held a ‘Dress Your Busa’ tea party in Mumbai to teach children how to drape sarees and promote diverse beauty standards through its handcrafted dolls.
Anavila’s spring/summer 2020 womenswear collection is currently still retailing from its e-commerce store with delivery scheduled for after the lockdown is lifted.
Anavila Mishra launched Anavila, which means ‘pure’ in Sanskrit, in 2012 and the brand has become know for its linen sarees.
Anavila usually retails from its flagship store in Mumbai, studio in Gurugram, and multi-brand boutiques in Delhi, Chennai, Bengaluru, Hyderabad, and Ahmedabad, according to the brand’s website.
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