Anju Modi holds collection preview in Hyderabad

By

Isabelle Crossley

Published
May 10, 2019

Designer Anju Modi held an exclusive showcase of her latest collection “Parnika” at her flagship store in Banjara Hills, Hyderabad and released a new campaign in Rajasthan. 

Anju Modi launched Parnika for the first time in store at her flagship in Hyderabad with a showcase from April 29 to 30. The collection was then rolled out across the brand’s retail outlets and stockists. The traditional and fusion wear collection features white hues for summer and nature-inspired embroidery.

“Parnika -- is a quest to triumph this universality of aesthetics,” wrote the designer on her social media about the collection. “It is like an antidote for the all-consuming, increasingly exhausting times we’re living in.”

The designer also released the brand’s new campaign for spring/summer 2019 which was shot at Sambhar Salt Lake in Rajasthan. The campaign matches the white and pink hues of Modi’s Parnika collection with the white salt and pink water of Sambhar Salt Lake. Modi chose the location as it is “renowned for producing the most ubiquitous ingredient found in kitchens cutting across all borders — salt,” wrote the designer.

Anju Modi founded her eponymous brand in 1990 and continues to work as a costumer designer for films as well. Modi’s brand incorporates traditional crafts such as Chanderi weaving, Kota textiles, Varanasi Zari work, and Bandhani printing to preserve heritage techniques and offer her own take on Indian traditions.