In Ethnic Mode

Craftsvilla launched its in-house brand ‘Anuswara’ at Misu, Bangalore. The new brand was launched with a fashion show along with Pranitha Subash as the show stopper. The brand offers contemporary ethnic wear for women. The launch collection draws inspiration from crafts like kalamkari, ikat, block printing and indigo. Anuswara draws inspiration from the multitude of crafts in India and gives them a contemporary look and feel. The fusion and daily wear apparels in four different collections showcased were Ikat Illustrations, Kalamkari Tales, Summer Hues and Indigo Impressions. The brand gives an opportunity to the women of today to look unique and stand out from the crowd, whether it is in office or at events through their stunning sense of fashion. Women not only want ethnic wear for key occasions like weddings and festivals, but also for daily wear. Anuswara helps cater to this need of modern Indian women with craft inspired ethnic fashion. Announcing the launch of Anuswara, Manish Kalra, Chief Business Officer, Craftsvilla said, “Anuswara is the third private brand from the house of Craftsvilla after Avanya and Jharonkha and caters to the needs of working women who are experimental without being edgy, and have the love for art and crafts.” Actor Pranitha Subash walked the ramp as the showstopper clad in a beautiful piece from Anuswara. Unveiling the new brand, Pranitha said, “Fashion is becoming as much about comfort as it is about style. I enjoy wearing traditional and ethnic clothes that have a twist of contemporary in them.”