HYDERABAD: The rustling of a crisply-starched handloom cotton sari; the soft caress of a handwoven jamdani stole; the irresistible urge to twirl in a billowy ikat skirt-design label Priyanjoli’s new e-store promises all that and more. The eponymous label from designer Priyanjoli Basu went online on May 13 and is already selling out. Using only the finest of handcrafted fabrics-like jamdani from West Bengal and ikat from Andhra Pradesh-the designer’s clothes evoke a sense of luxury besides featuring clever silhouettes and elegant lines. “Priyanjoli seeks to bridge the gap between our rich textile heritage and the constant evolution of modern fashion. We live in a world where time is of the essence; elaborate designs have been rendered impractical. Even the sari must evolve to become easy flowing and simple while maintaining its elegance,” says the 31-year-old, who promises something for everyone-from the urban bohemian and the elegant woman to the busy globetrotter. Expect a delicious range of brights (chutney green, yellow and magenta) as well as timeless neutral prints (ikat and gingham) in this exclusive collection of saris, scarves, tops, dresses and skirts.
Selling on the net
Basu launched her label in 2012, when marriage brought her to Chennai and in the past two years the label has received much interest for its “experiments with heritage weaves”. Basu lived and worked in Mumbai as a stylist before heading to the London College of Fashion (2009). “All this only strengthened my interest in working with the textile and craft traditions of India. I got a chance to work with Aamir Khan, Ranbir Kapoor, Katrina Kaif, Deepika Padukone and notable photographer Avinash Gowariker,” she says.
Design school
Priyanjoli brings her own touch by including vibrant cotton and silk-cotton handloom saris for the online début. “We launched our e-store after the amazing response at our exhibitions in Mumbai. It was difficult to travel elsewhere as we’re already busy with our textile production. We work closely with crafts people in villages of Andhra Pradesh, Tamil Nadu and Bengal. I personally like a clean website which can be navigated easily, even on a smart phone and all our customers seem to enjoy that, too. It has been over a week since the launch and we’re already making new designs to put online,” says the designer.
Saris from Rs 2,050
Details: 8939738221 / priyanjoli.com