Published
Aug 26, 2022
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Ashdeen opens flagship store in Mumbai

Published
Aug 26, 2022

Traditional wear brand Ashdeen has opened a flagship store in Mumbai in the city’s Colaba district. The store houses the brand’s signature Parsi Gara designs and Festive 2022 collection. 

A saree from Ashdeen's new collection - Ashdeen- Facebook


This week, Ashdeen opened the doors to its first flagship store in Mumbai, the brand announced on Facebook. The store, inspired by Art Deco and traditional opulence, houses the brand’s extensive Parsi Gara offering.  
 
“Mumbai is my home turf and it felt like the right time to open a store in the city,” designer Ashdeen Lilaowala told Elle India in an interview. “It is where the Parsi heritage is seeded and where our culture is conserved the most.”

The store features the brand’s full selection of intricately handcrafted sarees, including a wide array of bridal wear. “Today, women are breaking conventions, they are not going with traditional colours, they are going with pastels or darker colours,” said Lilaowala about changing trends in bridal wear. “Times are changing, brides are now working professionals that have their own ideas and speak their own minds. It’s not what the parents want anymore. It’s a different game today, it’s nice to see young girls making their own decisions and wearing what they are comfortable in.”
 
The store is located in Colaba’s Vaswani House and gives Mumbai’s shoppers a chance to browse the label’s new festive collection. Inspired by Elizabeth Taylor and traditional Zoroastrian aesthetics, the collection features deep, jewel toned and pastel, floral embroidered sarees showcased in Ashdeen’s new brand film titled ‘Liz in Bombay’. 
 
 

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