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Vraj:bhoomi exhibits Ajrakh craft collection

today Oct 18, 2017
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The Indian fashion label Vraj:bhoomi showed their collection, “the Revival Edit”, at Ambara on October 14 and unveiled their new focus, traditional Ajrakh textiles.

Vraj:bhoomi is stepping into Ajrakh textiles for its new collection - Vraj:bhoomi- Facebook

Inspired by Turkish tiles, Vraj:bhoomi’s latest collection is based on its use of the traditional Indian Ajrakh textile. The brand is following a trend seen with many Indian designers of a shift of focus towards sustainable, handwoven textiles that have a rich, Indian heritage. This is also in line with the government’s “Make in India” campaign that is encouraging a return to the country’s craft roots.

Priyam Shah, one of the Co-Founders of Vraj:bhoomi, said: “In this collection, we have experimented with a new colour base in the craft to introduce shades such as wine ensuring that it complements the block prints. One does not usually come across shades of wine in an Ajrakh print. Ajrakh is 5000 years old and we are working to revive the craft to make it more accessible to a larger, urban audience.” Shah went on to say: “We don’t want to offer just another mass-produced product.”

Shah explained the intricacies of working with a traditional weave: “It is usually challenging for designers to work with craftsmen because it [is] not easy to convince them to open up to experimentation. Fortunately, our weavers have been enthusiastic about the process and it makes it easier for us to make Ajrakh more relevant.”

Vraj:bhoomi was founded in Priyam Shah and Bhoomi Dani and is based in Naranpura, Ahmedabad. The brand specialises in “contemporary revival” designs for clothing, footwear, and homeware. The brand is available at their flagship store in Ahmedabad as well as in multi-brand boutiques across India and on their own e-commerce store.

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