Ayush Kejriwal and Label Varsha join forces again for collaborative collection
Womenswear brand Label Varsha and designer Ayush Kejriwal have joined forces for the second time to launch a collaborative traditional wear collection for the spring/summer season.
Inspired by cultures from across India, the new Label Varsha and Ayush Kejriwal womenswear line features rich rues, floral motifs and flourishes of opulent embellishments. The collection includes Label Varsha’s signature use of traditional Kalamkari block prints from South India, as well as antique zari woven odhni in tussar georgette.
“The idea was to include various traditional elements and weave them all together to create a look that is reflective of the rich and diverse traditions of India,” said Label Varsha’s founder, Yashraj Bhaiya, in a press release.
“The collection features looks that are subtle and yet eye-catching, owing to the elaborate motifs and detailing.”
“I thoroughly enjoyed bringing this collection to life,” said designer Ayush Kejriwal in a press release.
“It is organic, earthy and takes inspiration from the fine art of Kalamkari. Collaborating with Varsha gives me the opportunity to reach a bigger audience and it makes my offering more affordable. I look forward to many more opportunities like this and I hope everyone continues to love what we are doing.”
The two labels collaborated for the first time last autumn for a women’s ready-to-wear collection. The new offering has launched on Label Varsha’s e-commerce store with four ensembles priced from Rs 6,499 ($88.51).
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