SHADES OF INDIA
Shades of India
is a design-led, creative company with a strong international reputation in leisure
clothes, home furnishings and accessories. It has won prizes for its products
in Paris and New York .
As part of its expansion, it is opening a shop-in-shop in
Artisan Cottage in Ahmedabad. Under
Harita Kapur, Artisan’s Cottage has established itself as a leading fashion
and home store in the city. Shades of India ’s focus will be on clothes
and decorative items for the home such as cushions and quilts.
Its new clothes collection (branded under the Shades and
White label) builds on the success of
its earlier ranges. The inspiration has been the interchange between embroidery
and print. “ I have long worked with traditional embroidery and stitching
techniques”, says Mandeep Nagi, Director of Design. “ But I have long had a
project in mind to give a more contemporary look to embroidery by interpreting
it in print”. The
Collection reflects this.
The silhouettes are loose and flowing. The fabric is a hand
woven cambray that printed in white on black brings out the effect of the
embroidery.
The cushions and bedcovers come from the latest Shades of
India collection. Each
collection has a different theme running through it. The starting point for
this one was the walls of Venice .
Age has given them a distressed , faded texture. But they still retain the rich
colours of that city – the burnt oranges, yellows, wine reds and naturals that
are part of its identity.
Print and texturing have been used to translate this quality
into textiles. The Ravenna
bedcovers and cushions convey a faded elegance now much in trend. Venice
was also a city of
luxury, ornate jewelry and mosaics. Reflecting this, the collection uses
silk, velvets and surface ornamentation to capture the richness of the Venetian
tradition.
Founded almost 20 years ago, Shades of India has an
international reputation for its creative use of layering and texturing of
products. It has set trends in design and won awards at trade fairs in Paris and New
York .
It sells to major department stores throughout the world
including ABC in New York : Harrods and
Selfridges in London : and Le Bon Marche in Paris .
In India ,
it has shop-in-shops with Good Earth in Delhi
and Mumbai. It will be opening its own store at the Meharchand Market in Delhi in October.
It has a separate division providing textile solutions for
interiors and for hospitality. It will be working on this in Ahmedabad in
collaboration with Artisan …
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