Our brands

Bollywood’s leading fashion fixtures are always surprising us with their sartorial choices. Be it movie premieres, festive outings, and the red carpet, you can always depend on them for whipping up a new look.

Even though global brands have made their way to the Tinseltown, there is a new school of ethnic designers making a mark. Owing to their uncompromised levels of craftsmanship and the ability to present tradition with a twist, they now enjoy a new generation of discerning clientele. We list a few new ethnic brands, which Bollywood stars have introduced us to.

Gopi Vaid 

Image: Courtesy Esha Aamiin Instagram
Image: Courtesy Esha Aamiin Instagram

The Mumbai-based label is a brainchild of Gopi Vaid and Arnaz Soonawalla. The duo works with craftsmen trained in traditional techniques, which ensure their creations are not outrightly heavy. It is a fine balance between decadence and everyday wearability that makes them stand out. Expect kurtas featuring intricate prints and gotta work on a base of striking hues. They count Alia Bhatt, Juhi Chawla, and Kajal Aggarwal among fans. To shop visit their website.

Viva la Vida By MSD

Image: Courtesy Who Wore What When Instagram
Image: Courtesy Who Wore What When Instagram

Just in case you are on a lookout for something light yet fun, this is your label. Founded by Kolkata-based Mamta Sharma Das, the label is defined by quirky doodles. From print depicting buses on the road to an intermix of block paintings, colourful checks, ikkats, and polka dots, you will never run out of options. To shop, visit their social media. 

Akanksha Gajria

Image: Courtesy Diana Penty Instagram
Image: Courtesy Diana Penty Instagram

Imagine a lightweight floral lehenga paired with a decadent mirror work blouse, a kedia-inspired top with shararas and a sequinned cocktail sari with a strapless blouse – eclectic is how one can sum up Akanksha Gajria’s Bollywood-approved label. From Jhanvi Kapoor to Kiara Advani, Bollywood best can be counted as her fans. Needless to say, this is one of the chicest celeb-approved ethnic labels and is stocked at Aza and Aashni and Co in London.

The House of Itrh

Image: Courtesy Sonam Kapoor Instagram
Image: Courtesy Sonam Kapoor Instagram

House of Itrh turned 1 in March, and within a short span of time, it became a Bollywood favourite. From Malaika Arora Khan, Deepika Padukone to Kajol, the brand has been embraced by some of the leading fashion fixtures. Known for her taste in picking out young upcoming labels, Sonam Kapoor opted for their gold crinkled lehenga set for a Bulgari event in Abu Dhabi. Expect beautiful sharara sets, collectable dupattas, and blouses that can be paired with anything, from the label. To shop, go on Aashni and Co. or order via their social media.

Koai 

Image: Courtesy Koai Official Instagram
Image: Courtesy Koai Official Instagram

Anugrah Chandra’s label Koai is all about the traditional technique of Dabu prints, imagined through a more contemporary frame. Perfect for summers, his offerings include breezy kaftans, floor-sweeping skirts, versatile blouses, and more. Besides this, there is a huge range of tunics, dresses, and shirts featuring colourful botanical prints. Besides placing an order via their social media, you can also find the label at Aza, Ogaan, and Ensemble. We’d say, in case you are on a lookout something Boho-ethnic, this is your label. Needless to say, one of the breeziest celeb-approved ethnic labels that need to be on your radar.

Nayantaara

Image: Courtesy Who Wore What When Instagram
Image: Courtesy Who Wore What When Instagram

A brainchild of Komal Khanna Shah, Nayantaara counts simple, chic outfits with a modern twist as its strength. Imagine saris in pastels and polka dots, mandarine collared blouses with exaggerated sleeves; enough to lend a toned-down look some character. Expect beautiful tulle lehengas, raw & organza silk shararas and to top it over satin & georgette saris with ruffled detailing.

Anupam Dabral
Sr. Associate Editor
It was while studying fashion journalism at London College of Fashion that Anupam developed a keen interest in the anthropological aspect of the discipline; for him, fashion only makes sense when seen in the context of its environment. He is always on the hunt for great stories, and in his spare time binge-watches films/shows starring Whoopi Goldberg, Dawn French and Jennifer Saunders.