Besides a spectrum of bigwigs doing decadent bridal wear, Indian fashionscape is also defined by medium/small level labels, which have upgraded occasion wear with new ethnic labels. Their ode to old-school aesthetics and experiments with the traditional techniques makes them relevant in the contemporary fashionscape. Think pieces devoid of bling, exuding a sense of tasteful decadence with fresh colour schemes.

With the idea of being vocal for local gaining momentum, it becomes all the way more important to highlight these labels and the design interventions they are leading.

Here are the new ethnic wear labels you need to know.

Heena Kochchar 

Image: Courtesy Henna Kocchar
Image: Courtesy Henna Kocchar
A brainchild of Nift graduate Heena Kochchar, her eponymous label is celebrated for its specialisation in handlooms, mulmuls, ajrakh prints, shibori, and tie-dye. Think old-school Mughal-inspired jhola dresses, kurtas with exquisite gota work, decadent dupattas, and more. Among their offerings in serene white, chic metallic kurtas, and salwars featuring intricate embroideries, you will be spoilt for choice. You can shop the label from their website.

Label Earthen 

Image: Courtesy Label Earthen Instagram
Image: Courtesy Label Earthen Instagram

The name of the label stands for ‘born from the earth’, and one look at their Instagram feed filled with beautiful ethnic pieces will justify it. Launched by Priti Shekhar, the label is synonymous with exquisite kalidar kurta sets, printed dupattas with scalloped borders, lightweight lehengas skirts, and saris in striking tones. The pieces are available in silk, organza, chanderi, cotton, and velvet, and in jewels tones and soft pastel hues. You can shop the label via their social media, Aza and Pernia’s Pop-up shop. 

Lajjoo C 

Image: Courtesy Lajjoo C Instagram
Image: Courtesy Lajjoo C Instagram

Understated luxury, timeless classics, and inventive design interventions, that’s how one can sum up Lajjoo C. Just in case you are looking for transitional pieces that can help you dress up as per the occasion, the label’s rich repository is brimming with options. Think vibrant florals on wispy silk organza, beautiful cotton, and velvet kurtas featuring intricate prints and embroideries and even shararas with block print. You can shop the label via their website, AZA, and Ogaan.

Archana Jaju

Image: Courtesy Archana Jaju Instagram
Image: Courtesy Archana Jaju Instagram

What sets Archana Jaju’s label apart is her commitment to Indian handlooms. From intricately done saris, kurtas, and dupattas to beautiful potli bags, there is a lot to choose from. Jaju, a textile enthusiast, tries to re-imagine Indian fashion through a more contemporary frame, resulting in earthy tones pieces punctuated with streaks of bright hues. Imagine pathani silk hand-painted kalamkari saris, organza silk hand-embroidered, and hand-painted kalamkari suits. You can shop the label via their social media. This new ethnic label is catching all the right attention from influencers such as Masoom Minawala Mehta.

Mulmul 

Image: Courtesy Mumul Instagram
Image: Courtesy Mumul Instagram

Defined quirky prints and soothing colour schemes, this label by Sawmya and Bhavini Modi pays tribute to the old-school aesthetic with an undertone of bold, beautiful vibe. The brand also stresses on making fabric via healthy cotton-picking practices. So whether you are looking for comfortable yet striking kurtas, statement-making pyjamas or even dupattas, the label might have some great options for you. You can shop them via their website.

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.