Published
Aug 22, 2018
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Ashdeen opens flagship store in Delhi

Published
Aug 22, 2018

The hand embroidered saree brand Ashdeen has opened a flagship store in New Delhi’s Moonriver Defence Colony.

Ashdeen has opened a flagship store in New Delhi’s Moonriver Defence Colony - Ashdeen- Facebook


Ashdeen’s new flagship store in Delhi is a light space that resembles an elaborate drawing room. The checkerboard floor and sofas covered in cushions create an opulent atmosphere and the brand’s sarees not only hand on rails but are also displayed as wall hangings. The white and light pink walls are embellished with gold fixtures and floral elements feature throughout the store as do cranes, the brand’s signature motif.

Ashdeen will launch its new collection, “Vintage Tales 2018”, in-store soon, and the collection features floral embroidered silk sarees inspired by old world charm. Flowers, fruit, and butterflies adorn sarees such as the “Alia” which was inspired by the Bollywood actor Alia Bhatt after her performance in “Raazi”.

The brand also recently had one of its sarees exhibited in Jaipur at the Jawahar Kala Kendra for an exhibition entitled “New Traditions: Influences & Inspirations in Indian Textiles, 1947-2017" curated by Mayank Mansingh Kaul. The brand’s “crane saree” was part of the exhibition that featured post-independence designers from across India.

Ashdeen was launched by Ashdeen Z Lilaowalla in October 2012 and the brand specialises in Oriental and Persian style hand embroidered sarees. Lilaowalla studied at Ahmedabad’s National Institute of Design and has won an Elle Young Designer award for his work. Lilaowalla has also published a book of his research on Zoroastrian Kusti weaving entitled “Threads of Continuity”.

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