Stemmed from the ideology of blending Indian textiles with western silhouettes, label Ancestry is tailor-made for the modern Indian woman. Staying true to its name, Ancestry is all about revamping handcrafted heritage for millennial consumers. Besides being the torch bearers of ethical fashion, Ancestry is also a one-stop-shop for organic beauty products, accessories and home décor essentials. We speak to Manjula Tiwari, founder and CEO of Future Style Lab at length.
WHAT IS THE DESIGN PHILOSOPHY BEHIND THE LABEL ANCESTRY?
The brand celebrates culture and heritage in a contemporary way by keeping it relevant. We appeal to the Indian consumer’s curiosity but at the same time, provide her with something that fits in perfectly with her new-age lifestyle. The brand believes in unearthing the hidden gems of India and creating products inspired by them.
HOW DO YOU BLEND INDIAN SENSIBILITIES WITH GLOBAL TRENDS WHEN IT COMES TO YOUR DESIGNS?
Most brands and consumers usually stereotype Indian crafts with ethnic or traditional wear. Ancestry brings in a refreshing thought process by creating products which carry a distinctly modern provenance, using the same crafts. For example, instead of creating a sari out of a jamdani handwoven fabric, we created crop tops and midi-dresses, which were an instant hit with the modern audience.
Bu hikaye Femina dergisinin Femina Volume 60 Issue 24 sayısından alınmıştır.
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Bu hikaye Femina dergisinin Femina Volume 60 Issue 24 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Giriş Yap
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