Just in case you are on a lookout for off-beat and new sari labels making a mark, what better way than to explore Bollywood’s fashion trajectory.
It’s safe to say that celebs, with their army of stylists, ensure that under-the-radar labels with a strong individualistic narrative get their fair share of the limelight. From Southern superstar Samantha Akkineni’s love for Indian saris to Vidya Balan’s exquisite handlooms, traditional drapes are here to stay. And infusing a millennial-approved punch in them is a new school of designers who with their customising services, textural interplay, and handpainted finery are making saris cooler.
Bollywood-approved new sari brands in India –
If you are a lover of handlooms, Hyderabad-based designer Deepthi Pothineni doesn’t warrant an introduction. Vidya Balan wore this exquisite jamun hued handloom sari with a statement border featuring goldwork, during Shakuntala Devi promotions. A graduate in fashion from School of the Art Institute of Chicago (SAIC), Pothineni’s signature is luxurious saris, salwars among other silhouettes. She has been embraced by the likes of Kaajal Aggarwal and Samantha Akkineni too.
Delhi-based label Studio Medium is a brainchild of Riddhi Jain Satija, a textile design alumni of the National Institute of Design. When Dia Mirza slipped into one of her handsfree saris, she certainly made a statement. Satija is known to experiment with resist dyeing techniques using natural dyes and combining them with traditional handwoven textiles. From using handwoven fabrics to hand-stitching and finishing, Satija has ensured that her label aligns with certain tenets of sustainability.
‘Wearable art’ is how one would describe sarees by Picchika, a Jaipur-based saree label launched by Urvashi Sethi. From hand-painted roses, peonies, flamingo flowers to grapes and rose apples, you can expect all kinds of botanical wonders on diaphanous organza sarees. The idea of Picchika as a brand stems from Jainism – to create something pious as the saints. There are also versions featuring minimal embroideries done using the traditional ‘Tamba’ Gota wire. Fans include Samatha Akkineni, Sonam Kapoor, and Alia Bhatt.
Just in case you were on a lookout for edgy cocktail saris, this is your label. However Akanksha Gajria has a lot to offer, think lightweight floral lehenga paired with decadent mirror work blouse, a kedia-inspired top with shararas – eclectic is how one can sum up Akanksha Gajria’s Bollywood-approved label. From Diana Penty, Jhanvi Kapoor to Kiara Advani, Bollywood best can be counted as her fans. It is one of the chicest celeb-approved ethnic labels and is stocked at Aza and Aashni and Co in London.
Mumbai-based Rhea Pillai Rastogi already counts the likes of Shibani Dandekar, Manushi Chillar, and Swara Bhaskar as her clients. Largely known for her edgy take on gowns and jumpsuits, the designer has lately been rolling out exquisite blouses and glamourous saris. This embroidered tulle saree and floral blouse on Sayani Gupta makes for a winning look.
From exquisite chikankari saris, pre-stitched renditions to even beautiful lehenga saris, festive looks call out for this label. Jaipur-based Faabiiana, which is the brainchild of mother-daughter duo Kusum and Karishma Luharuwala, blends new-age glamour with ethnic fashion. Deepika Padukone’s red sari she wore at Isha Ambani’s celebrations in Rajasthan often becomes a point of reference when one talks of this label. Besides this, Shilpa Shetty Kundra, Kareena Kapoor Khan, and Madhuri Dixit Nene are some of Bollywood’s leading fashion fixtures who have embraced this label.