Inspired by ancient Indian art of Jamdani weaves Award Winning Designer Gaurang Shah opened his newest Hi-end couture store in upmarket Jubilee Hills in city today. The store is set in a unique leisure ambience where customers can engage, interact and shop in calmness. Label Gaurang has become one of the most wanted and sought after brand by celebrities, high end fashion society from across the globe.
Gaurang’s store will showcase ‘ready to wear and practical’ fashion clothing lines across womenswear, accessories with approximately 100 new contemporary, traditional and bridal, Indo-western wear completely hand woven inspired by ancient southern, eastern, western and northern Indian heritage like kanjeevarams instilled with classic kalamkaris and zardozi crafted by master weavers and embroiders and styled by vibrant fashion stylists guided by Gaurang.
For instance the jamdani weaves with flowers, leaves and birds in his creations have a varying tonal quality with the colours gradually moving from pastels to darker tones through the breadth of the sari. The three-shuttle technique he uses bring different colours in each border.
The designer uses fine khadi of 80 to 100 counts to make his fabric malleable. His Khadi collection is far from simple and predictable. He uses vibrant floral blooms, birds, butterflies and foliage themes. And none of these are prints. Each pattern is meticulously woven, in a combination of colours.
This is his first own label store branded as Gaurang in India showcasing what ancient India can offer to the world of “High fashion”. Gaurang hopes to expand his label stores presence in other metro cities in the next 2 to 3 years. Gaurang Designer store features a rustic, traditional look reminiscent of the Old and New India famous for its textile craftsmanship. Interestingly the store look is Gaurang’s own idea. His store will also feature unique works of paintings and ethnic home décor products.
I have realized a dream to do what I love most and create what a woman likes to wear, hand-woven sarees in Khadi, Silks and Cotton, and even better, creating jobs for Indian handloom weavers and weaving the wonderful fabrics in a traditional way Gaurang said. Designer Gaurang held a preview of his newest collections to an array of celebrity guests in Road No. 36 Jubilee Hills.
The store promises something exquisite for a very exquisite clientele which include a range of kanjeevarams, khadi, kota, organza, uppada saris and in outfits Anarkalis, Ghagras, Short Kurtas, straight cut suits and western dress and gowns.
A lot of Indians and International clientele swing by appreciating the quality of the hand-woven sarees and dresses in colours of whites, black and vibrant bright colors that are more classical – and more exquisite. The collection starts at Rs.8,000 and can go up to hundreds of thousands.
“I wanted to create a weavers and art enthusiast’s universe, go back to the traditions of womenswear that women wore years ago with a touch of modernity.” Presently, the focus is on brides as the wedding season is on. The store has graceful sarees and blouses to make brides look like a princess. Gaurang said. Gaurang nature inspired store, besides sarees, will have uniquely woven anarkalis, ghagras, shawls, stoles changing each season linked to fashion and its ever changing moods.
FASHION AVENUE NEWS MAGAZINE 