Craftsvilla, the largest online ethnic store and Femina, India’s largest women’s brand, came together for the launch of ‘Anuswara’, Craftsvilla’s in-house brand, that offers contemporary ethnic wear for women. The launch collection draws inspiration from crafts like Kalamkari, Ikat, block printing and Indigo. Anuswara, was unveiled at MISU, St. Marks Road in Bangalore with a spell-binding fashion show offering the select few present, the first look from the collection. The show stopper of the fashion show was the gorgeous Pranitha Subhash.
Anuswara draws inspiration from the multitude of crafts in India and gives them a contemporary look and feel. Consumers can choose from fusion and daily wear apparels in four different collections: Ikat Illustrations, Kalamkari Tales, Summer Hues and Indigo Impressions. The fourth collection, Indigo Impressions will be available from May 2017.
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 that,“Anuswara is the third private brand from the house of Craftsvilla after Avanya and Jharonkha. Our aim, through Anuswara, is to give our customers unique designs that are great on quality and price. Anuswara will cater to the needs of working women who are experimental without being edgy, and have the love for art and crafts. The new range will enable us to garner higher margins as well as high valuations in the long term.”
Actor Pranitha Subhash walked the ramp as the showstopper clad in a beautiful piece from Anuswara. Unveiling the new brand, Actress Pranitha Subhash 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. The launch collection offers some great styles that are classy and modern.”
On the occasion of Anuswara’s launch, Tanya Chaitanya – Editor and Chief Community Officer, Femina, stated “Femina represents the free-spirited young Indian woman who has an eclectic taste in the space of style. She wears what works for her from the contemporary ethnic genre as easily as she fits into western ensemble. Our association with Craftsvilla celebrates her affinity to her traditional roots even while keeping her wardrobe wearable and trendy.”