Pooja Choudhary, the founder and creative head of Lavanya The Label, isn’t your average designer. Her latest summer collection, Fiza, walks a tightrope between the established traditions of Indian wear and the contemporary desires of the modern woman. From minimalist designs to stunning hand-embroidered pieces, Fiza offers an outfit for every occasion, whether it’s a quick getaway, a spontaneous social gathering, or a full-blown festive celebration.
“We always wanted to blend traditions with contemporary aesthetics,” explains Pooja. “That was our core inspiration for Fiza.”
In India, festivals are synonymous with vibrant celebrations, and Fiza captures that essence through its design choices. Traditional patterns are given a modern makeover with contemporary cuts and embellishments. The collection also boasts a vibrant colour palette, reflecting the joyous spirit of festivals.
The name itself, Fiza, hints at the collection’s essence. It’s an Urdu word meaning ‘atmosphere’ or ‘breeze.’ “The name was chosen to evoke a sense of lightness and elegance. A gentle breeze adds a touch of magic to a moment, changing the atmosphere. Similarly, the Fiza collection aims to enhance the festive mood with its exquisite designs and hues,” Pooja explains.
The choice of fabrics and colours plays a crucial role in crafting the collection. “It’s a celebration of both tradition and modern trends,” says Pooja.
Comfort and breathability are key, so cotton features prominently. Flowy and lightweight fabrics like chiffon and georgette add a contemporary touch to traditional designs. For a touch of regal elegance, velvet also makes an appearance.
Colours are just as important. Vibrant hues like electric blue, brown, and mustard yellow are deeply rooted in Indian culture. However, to keep things modern, muted tones, pastels, and contemporary shades like teal blue and parrot green are also incorporated.
The intricate embroideries and borders in Fiza pay homage to traditional craftsmanship. Each piece showcases the expertise of artisans skilled in zari work, gotta work, and intricate hand embroidery. “This collection not only features the beauty of handcrafted work but also gives a platform to these skilled artists,” Pooja says.
Fiza strikes a perfect balance between modern trends and the timeless appeal of heritage. Traditional fabrics are given a modern twist with gotta work, intricate handwork detailing, and a contemporary colour palette. Designer cuts and styles seamlessly integrate with traditional embellishments.
Price on request. Available online.
— manuvipin@newindianexpress.com