The homogeneous nature of traditional block-printing had Vrinda Agrawal rethinking the way she saw the craft. The Jaipur-based entrepreneur, who earlier ran multi-designer boutique, Miraangi (stocking names like Sabyasachi and Manish Malhotra), developed new block designs, played around with silhouettes and collaborated with Japanese designers to create a line of clothing that was familiar yet refreshing. That was how Mayori Clothing, was born. “I would describe my aesthetic as a fresh and international take on block printing,” says Vrinda, who launched her first standalone store in Bengaluru a few weeks ago.
Working primarily with handwoven cotton, what Vrinda prides herself on is Mayori’s skillful ability to create experimental silhouettes, while keeping in mind comfort and convenience. For instance, their drapey jumpsuits are constructed in such a way that you don’t have to undress completely when you need to use the restroom. The brand is also big on layering, with contrasting panels, and asymmetrical hemlines on kurtas, tunics and dresses. The Japanese touch is felt across the collection, thanks to the designs being conceptualised by a Japanese textile designer. “My husband, Siddarth, and his family have a business that exports fabric to Japan. So, we collaborated with the Japanese textile designer from the company, Sueyoshi San, to design our clothes,” shares Vrinda, whose clothes, not surprisingly, have many takers in the South East Asian country.
The colours are muted, with shades like pale blue, lavender, turquoise and coral dominating. In addition, the clothes are pre-washed and pre-shrunk so you won’t have any problems with fit and size. The Bengaluru store is geared towards Western wear in keeping with local preferences. Stoles, scarves, juttis and jewellery (from designers across Rajasthan), also find space in the store. A small section of garments is dedicated to festive wear with a focus on gota work. Vrinda also pays attention to the eco-conscious side of things by repurposing excess fabric and giving back to society by providing financial aid to NGOs. “From the excess fabric, we make accessories, bags and other little things, which the NGOs sell. The money they get from the sales goes to them,” explains Vrinda.
Rs.900 upwards. At Indira Nagar