Oct 9, 2020
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Ayush Kejriwal collaborates with Label Varsha on ready-to-wear line

Oct 9, 2020

Ethnic wear brand Label Varsha and Scotland-based traditional wear designer Ayush Kejriwal have collaborated on a collection titled ‘Daira’, inspired by the cashmere paisley motif originating from Kashmir.

'Daira' has launched on Label Varsha's e-commerce store - Label Varsha

“Daira, my first-ever ready to wear collection in collaboration with Label Varsha is rather special,” said Kejriwal in a press release on Thursday.

“I have always loved the lushness and the softness of velvet and this collection celebrates just that. It is grand, luxe, precious, and most importantly very affordable. ‘Daira’ takes one back to times gone by and has an allure of its own. It makes a statement without even trying!”

The womenswear collection features a range of deep jewel-toned velvet kurtas in grey, black, cranberry, emerald, and golden mustard yellow. The simply cut velvet kurtas feature subtle Kashmiri paisley style thread embroidery and are paired with monochrome viscose trousers and a digitally printed velvet shawl.
“Ayush Kejriwal is a great storyteller, one who is dedicated and passionate about his work,” said Label Varsha in a press release.

“His strong aesthetic and a keen eye for print is what drew the label towards him.”
Ayush Kejriwal is based in Glasgow, Scotland, and ships his womenswear collection including sarees, lehengas, and jewellery worldwide. 
Label Varsha was founded in 1984 and specialises in women’s traditional wear. The brand retails from Agiyari Mohalla in Surat and ships worldwide from its dedicated e-commerce store.

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