Womenswear brand House of Ara has stepped into western wear with the launch of its new clothing line this autumn/ winter 2024 season. The label’s latest offering features kantha, ajrakh, and leheria techniques, reimagined in minimalist, modern designs.
“Modern investment is based on wearability, fine craftsmanship, distinctive design and frequency of use,” said House of Ara’s co-founder Avani K Chandan in a press release. “With a strong focus on craft, we endeavour to make a staple of the moment with a feeling that lasts. We are driven to create timeless designs by portraying an aesthetic that is uniquely our own.
Pieces that tell a story, are made mindfully, and present the opportunity to be a part of a community. With the Kantha collection we have retained the unique and understated ethos that defines the House of Ara, while upholding century-old standards of ancient crafts and quality.”
The new collection takes western wear silhouettes as its base and adds fusion style details for a desi flavour. Relaxed fit separates in neutral tones feature pops of colour and details such as bows and pleats add interest.
The collection is priced from Rs 9,500 and has been designed to create heirlooms of the future, according to Chandan. The brand retails from its direct to customer website which delivers its goods in sustainable packaging and aims to support rural artisans.
