Amortela has launched its private label, and here's the good news: It's all organic & sustainable

Amortela's private label, Fiori pays a floral tribute to femininity and sustainability, with its debut resort-wear collection 
Amortela has launched its private label, and here's the good news: It's all organic & sustainable

Six months ago, Tija Indarjith, a businesswoman hailing from a third generation family of textile business in Erode, realised one of her dreams — to open up a boutique in the city that retailed exclusive designer wear, and thus Amortela was born. Today, she realises another — to start her own private label, Amortela Private Label. They debut with Fiori (meaning flowers in Italian), a resort wear collection featuring apparel in minimalist styles and simple cuts with intricate embroidery, Tija says, is an ode to femininity and nature. 


Crop to Cloth
Most designers that Amortela has showcased so far, fall into the sustainable clothing category, and Tija says that they wanted to extend that vision into their label too. “A study has shown that women, on an average, use up to 515 chemicals on their bodies every day and we want to help reduce that number with our clothes,” she says.


Elaborating on the sustainable clothing factor, Tija says, “All our cotton is organic and handspun sourced from farmers in the outskirts of Gujrat. It is then treated with natural dyes and herbal washes before it goes into production. Vegetable waste extracts and iron rust is used for dyeing. The products developed involve minimal waste processing. The cut waste too is reused. Even product packing involves fabric packing,” she says.


Petal detector
Featuring a range of tops, dresses, trousers and jumpsuits, Fiori comes in 19 different styles and 11 colourways, giving the modern Indian woman, plenty of options to choose from. The designs, Tija says, were all envisioned by her, and carried out by a team of designers and merchandisers. The easy-to-wear pieces that are perfect for day and night wear come in relaxed silhouettes.“Inspired by the name of our collections, the motifs used are delicate florals in pastel tones that have been embroidered by hand,” she says.


Most pieces employ the use of their signature, embroidered florals in full bloom — which Tija feels showcases the beauty of nature in all its strength and fragility.  “The detailing consists of different variations of French knots, running stitch, Backstitch, chain stitch and satin stitch put together in numerous permutations and  combinations to enhance the cuts and fabrics.” 
Rs 1,800 onwards


Available at Poes Garden & online
 

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